Usability Testing for Websites: A Practical Small Business Guide

Why Usability Testing Matters

Usability testing is crucial for improving both User Experience (UX) and User Interface (UI). While many businesses focus on Search Engine Optimisation (SEO) to boost their Google rankings, it’s often overlooked that great SEO and improved conversions both depend on a seamless user experience.

Analytical tools like Hotjar, Google Analytics, and Microsoft Clarity provide quantitative data about user behavior—such as clicks, scrolls, and time on site. However, they often fall short of uncovering why users struggle or abandon tasks. That’s where qualitative usability research comes in, delivering deeper insights you can act on. If you truly want a better website, then you should reap the synergistic benefits of using both analytical tools and qualitative usability research. It's absolutely worth the investment. So, without further ado, here is Adhesion's comprehensive guide for conducting website usability research.

How To Conduct UX Research (on a budget)

Small businesses often worry about the cost of usability testing, but affordable, high-impact research is entirely possible. The steps below will help you design, run, and learn from usability testing sessions, regardless of budget.

Set Up Iterative, Actionable Testing

A classic Nielsen Norman Group recommendation was to conduct 3 rounds of testing with 5 users each. Our agency's research has found even better value in 5 rounds of tests with unique groups of 3 users. This iterative approach enables rapid improvements between rounds, leading to better outcomes overall.

Recommended Session Structure (per user):

• Introductory Brief (5–10 mins): Set expectations and reduce bias.
• 3–4 Predefined Tasks (15–20 mins): Assign relevant website tasks.
• Debrief / Focus Group (10–15 mins): Gather open-ended feedback.

Keep each session to 30–45 minutes for the best results. Remember to compensate users for their time—gift cards or small payments are usually sufficient.

Creating Scenarios & Tasks: Real Examples

Context matters. Give each participant a scenario to put them in the right mindset. This mimics real-world conditions and produces actionable insights.

Sample Scenario:

“You recently launched a sunglasses business and want to invest in online marketing. You find Adhesion, an Auckland-based agency, offering digital marketing services for small businesses.”

Example Tasks (increasing difficulty):

Homepage Scan:

"Open Adhesion’s homepage. Spend 15 seconds looking around. What can you tell us about their services?"

Service Discovery:

"Find the best online advertising option for your sunglasses business on Adhesion’s site. Explain your choice."

Resource Download:

"Download and review a brochure about the online advertising service you chose."

Contact Action:

"Contact Adhesion to inquire about the service—using any method available on the website."
Aim for mobile-first tasks, as Google now prioritizes mobile usability over desktop.

Usability Testing Best Practices

• Reduce Participant Bias: Emphasize you’re testing the website, not the users’ skills.
• Encourage Honest Feedback: Watch for apologies or hesitations—they often signal usability problems.
• Ask Open-Ended Questions: Use methods like the Five Whys to get deeper responses.
• Record Sessions: Use screen recording (with permission) and analyze both on-screen activity and non-verbal cues. Even simple tools like QuickTime Player with audio enabled work great.
• Minimize Distractions: Control variables such as lighting, internet speed, and room setup.
• Run Focus Groups Carefully: Keep participants in separate rooms for tasks to avoid groupthink, but invite them together for the debrief or focus group to gather diverse perspectives.
• Never Retest the Same Person: If you contact participants for follow-up opinions, don’t include them in subsequent full tests.

Metrics to Measure for your Website Research

Again, each person you test is costing time and money, so get the most out of it by measuring everything practical. Here's a list of things you should record and analyse:

• Pages visited & time spent per page
• Website menu usage and navigation paths
• Time spent reading vs. skipping sections
• Buttons/links clicked and call-to-action completion
• Scroll depth and cursor tracking
• Conversion funnel drop-offs
• Eye movement and facial expressions (when possible)
• Verbal and non-verbal feedback
• Post-task focus group insights
  

How To Select Test Participants for UX Research

Here is Adhesion's Website Usability Screening Survey that can be used to 'filter out' people who are not appropriate to use for website testing (e.g. web developers). Our survey also gathers a lot of relevant information that's useful when analysing each person's results and responses.

Get Professional Help with Usability Testing

There is so much more detail involved with conducting website usability research than what is covered in this blog article. If you want more information and help, simply contact us!