How to use analytics for creating user testing discussion guides

September 22, 2020 by Adrian Durow . UX

The tasks & questions in user testing discussion guides should be formulated based on research objectives.

Insight analytics should also feed these objectives. Here's some examples...

#1 Check user journey starts


For discussion guide: start participants on the most relevant parts of sites.

Dig into your landing page reports, and collate journey-starts by page type.

If 65% of your journeys are starting on product pages, then don’t waste time starting test participants on the home page.  Particularly if product-page-landing users are under performing like the below example:

#2 Follow the volumes & drop offs


For discussion guide: Create tasks & questions around highest volume, and highest drop-off, parts of the site.

Check behavior flow reports (follow volumes and note high drop-offs)

Create landing page segments, and check navigation summaries (again, follow volumes and note high drop-offs):

#3 Analyse events & interactions


For discussion guide: Create tasks & questions around what users are doing on key stages of the journey, and, more importantly, what they are not doing.

After following the volumes of traffic, see which events/interactions are being triggered at key stages of the journey, and which are not.  Then find out why not:

#4 Task completion


For discussion guide: Create tasks & questions around the tasks which users are starting, but not completing.

For example, if you have a search widget on your home page.  What % of users who start the task (typing in a field, opening a drop down, clicking a tab), actually complete it by conducing a successful search?  If this is low, then it should be investigated in a usability test:

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