Web Usability Testing: What It Is & Why It Matters for UX

Summary:

Usability testing helps determine whether your website is user-friendly. By testing with real users, your team can uncover flaws and create a smoother experience that drives better engagement and conversions.

• Usability testing focuses on 5 criteria - learnability, efficiency, memorability, errors, and satisfaction.
• It reveals common issues like unclear CTAs, confusing navigation, or dead ends.
• Some of the most well-known methods of usability testing include guerrilla testing, card sorting, observations, recordings, and first-click testing.
• Usability testing allows you to achieve better UX, higher trust, and improved conversion rates, while saving you time and money.
• It works best as an ongoing process, and should be a part of a UX strategy before, during, and after launch.

What is web usability testing & why it matters for UX

It’s estimated that 88% of users won’t return to a site after a poor user experience. Usability missteps can be a reason why the users may still churn at alarming rates, even though you did everything right, from sleek visuals to thoughtful copy. Luckily, conducting web usability testing is a simple solution to this problem - if you know how to do it right. It’s the most efficient way of spotting user experience issues that real users face when presented with your product. Here’s all you need to know about how to test on time and keep users coming back.

What is web usability testing? 

Usability testing is a method of determining if your product is easy to navigate - and on what level. So, what is usability testing in web testing specifically? Simply put, it’s a way of learning whether your web design is intuitive enough to provide a satisfactory user experience. 

You may wonder - why do developers and designers need this input from the outside users? However, it’s highly important to test your product with people who don’t hold any inside knowledge. Those involved with the project can easily become accustomed to their own work, making it harder to spot flaws. Usability testing is there to show designers potential functional or navigational issues they may have missed. The goal of each of these tests is to improve user experience and overall quality of the product.

Think of it this way - have you ever struggled to find the “Add to Cart” button or, for example, abandoned a form halfway because it asked for way too much info? It means you’ve experienced poor usability firsthand, and that’s exactly what usability testing helps prevent. 

What are the 5 criteria for usability?

Before diving into methods and testing approaches, it’s important to understand what good usability actually means. To measure that, UX experts often rely on five core criteria. So, what are the 5 components included in usability testing? Think of:

• Learnability - how easy it is for users to accomplish basic tasks the first time they interact with the product.
• Efficiency - how quickly users can complete tasks once they’ve learned the design.
• Memorability - how easily returning users can pick up again after not using the product for a while.
• Errors - how many mistakes users make, how severe those errors are, and how easily they can recover from them.
• Satisfaction - how pleasant and engaging the product is to use overall.

Why is usability testing essential for great UX?

We already mentioned that well-thought-out usability testing can positively affect user experience, but how does it affect your business exactly? When in the midst of creating custom web design solutions, it allows you to:

• Get a better understanding of your target audience and how they interact with your product, 
• Check whether your designs work as they should and meet user needs, 
• Save time and money by fixing potential issues before the launch, 
• Determine whether and where improvements are needed.

Good usability helps keep customers engaged, builds loyalty, and improves conversion rates, which is why it’s a necessary element of each UX design strategy. Poor usability, on the other hand, is bound to negatively affect user engagement and trust, ultimately resulting in users giving up on your product.  

Who takes part in the process?

A usability test usually involves a few key roles, each with a clear purpose. Keeping these roles clear helps the whole process run smoothly without unnecessary confusion. Therefore, note that usability testing can’t go without:

• Test partakers - individuals from the target audience who interact with the product and provide feedback;
• Facilitator - a researcher or UX professional who leads the session, gives instructions, and ensures consistency;
• Observers - team members such as designers, developers, or stakeholders who watch the test to identify issues and opportunities.

How to make a website usability test? Common usability testing methods

There are many types of usability testing, but not every method fits every situation. To choose the best option for your user-centred design, it’s important to keep in mind the product type, phase, target audience, available resources, and the specific questions you want answered. 

To gather meaningful insights, you need to match the right method to your product. Choosing the wrong one, on the other hand, can lead to wasted time and missed opportunities. In the table below, you can spot some of the most common UX testing methods, alongside situations in which they are the best fit.

Identifying usability issues in real time

Spotting usability problems as they happen is one of the biggest advantages of website usability testing. Instead of relying on assumptions, you get to see where the issues are occurring. These red flags are often easy to recognize once you know what to look for. For example, usability testing allows you to easily spot mistakes such as:

• Confusing navigation

Example: Users get lost clicking through menus that don’t match their expectations, like hunting for “Pricing” under “About Us.”

• Unclear calls to action (CTAs)

Example: Buttons that say “Submit” instead of “Sign Up Free” leave users unsure of what will happen next.

• Dead ends in the journey 

Example: A user adds an item to their cart, only to find no clear checkout option.

• Too many steps

Example: A simple task like resetting a password becomes frustrating when it requires multiple confirmations and email verifications.

• Lack of feedback

Example: A form is submitted, but nothing indicates success or failure, leaving users wondering if it went through.

Catching these issues in real time highlights where the product breaks down. At the same time, it shows how users feel in that specific moment, whether it’s frustration, confusion, or disengagement. Naturally, the way they feel will determine whether they’ll return to your product.

Turning insights into UX improvements

The real value of usability testing comes from translating user insights into design decisions that make your product better. Here are some key ways teams use it to make design improvements:

• Refining navigation - restructuring menus, or, for example, simplifying pathways,
• Improving content clarity - rewriting copy and adjusting the tone,
• Reducing errors and friction - reducing frustration by taking care of obvious pain points,
• Enhancing accessibility - addressing accessibility gaps in order to achieve a more inclusive experience,
• Optimizing onboarding - improving onboarding guidance and better highlighting key features.
• Boosting engagement and satisfaction - refining elements that make the product enjoyable.

Sure enough, there are many benefits you can gain from properly conducted usability testing. However, the most successful teams know that it needs to be an ongoing process. User needs and behaviors change. Getting continuous feedback (changing your product according to it) guarantees it stays easy to use and enjoyable.

Tools that make testing easier

There’s no need to overcomplicate usability testing. The right tools can make the process faster and even more effective. If your goal is to capture real user insights without unnecessary complexity, here are the tools to look for:

• Lookback - records user sessions with video, audio, and screen sharing. Great for observing behavior in real time or asynchronously. A simple interface makes it easy for beginners.
• UserTesting - a full-service platform for recruiting participants, running tests, and analyzing results. Offers both guided tests and rapid feedback, with helpful templates for beginners and professionals
• Maze - ideal for testing prototypes from Figma, InVision, or Adobe XD. Provides quick analytics on task success, first clicks, and navigation flow. It’s easy to set up and interpret
• ‍Hotjar - captures heatmaps, session recordings, and feedback polls directly on your live site. It’s beginner-friendly.

If you’re considering Webflow design solutions, keep in mind that this platform, in combination with the tools we mentioned, allows you to easily test prototypes and live sites.

When to conduct usability testing?

Testing at the right moments ensures you catch problems early and make improvements at the right time. But when is the right time to start testing? Here are the key stages:

#1 Before designing

Usability testing can start even before you have a product. It allows you to understand your users’ needs and pain points early (through surveys, interviews, or looking at competitors). That way, your team can get a solid foundation and reduce the risk of problems later.

#2 With wireframes or prototypes

Once you have a preliminary design, testing wireframes or prototypes is a great way to learn how users interact with your product and reveal possible usability gaps. Tools such as Maze or InVision make it easy to collect feedback at this stage.

#3 Just before launch

Before releasing the product, it’s smart to evaluate its overall usability. Before your product goes live, check if users can complete tasks smoothly and whether they enjoy the experience. Testing realistic scenarios ensures your product works well in real life.

#4 After launch, regularly

Testing doesn’t end at launch. Regular post-launch testing helps identify new issues caused by updates, third-party integrations, or even shifts in user behavior. Continuous testing keeps the product intuitive and user-friendly over time.

Testing is a habit, not an afterthought

Every test lets you step into your users’ shoes and discover ways to make your product more enjoyable. Making usability testing a regular part of your process keeps your product improving, which, naturally, supports business success. Think of it as a continuous conversation with the people who matter most - your users. And if you don’t know where to start, don’t despair - simply get in touch with our team and discover what insights await.

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