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A website that looks right isn't always a website that works right. SoBold's usability testing evaluates a website's design and functionality by observing real users as they interact with the site.
For businesses with specific objectives, understanding your audience and their behaviours can significantly increase conversion rates.
Before conducting usability testing, we identify goals and perform a competitive analysis to understand user mindsets and current usability standards.
Our testing then includes observing and analysing data from Google Analytics, and any performance data, creating user flows and suggesting improvements, and validating assumptions with user-testing tools.
We work with the industry’s leading usability and behavioural analytics tools, from heatmaps and session recordings to structured user interviews, to see exactly how people use your site.
That data feeds directly into every recommendation we make, so improvements are grounded in real user behaviour, not guesswork.
Before conducting usability testing, we identify goals and perform a competitive analysis to understand user mindsets and current usability standards.
We analyse data and user behavior tools to uncover how real users interact with your site – highlighting friction points, drop-offs, and opportunities for improvement.
We create intuitive visual user flows to map how users navigate your site, then suggest improvements to streamline interactions and enhance usability.
We consistently deliver designs that address key client needs, regularly resulting in improved conversion rates and stronger online engagement
User Interface (UI) design creates a seamless experience that balances both user and business needs. It enhances usability, and increases retention, by making interactions intuitive and enjoyable.
View serviceWe test how your website performs against real user needs and business goals, uncovering usability issues and finding opportunities to improve performance.
View serviceUX design makes your website easy to use - encouraging repeat engagement, building loyalty and, ultimately, driving revenue. Get a competitive edge and ensure you never lose potential customers to competitors.
View service
Will Newland
4 min read
Will Newland
8 min read
Sam Buckingham
5 min read
Laura Gray
6 min read
Get in touch with Will for more answers.
Usability testing is watching real users interact with your site to find where they hesitate, get confused, or give up. The goal is to spot friction you can fix, so the design works the way people expect and more of them complete what they came to do.
Conversion rate optimisation is the practice of increasing the share of visitors who take a desired action, such as a purchase, enquiry, or sign-up. It combines analytics, usability testing, and A/B testing to find what’s holding conversion back and to validate changes before they go live.
A/B testing compares two versions of a page or element to see which performs better. We test at content level (a headline, button, image, or colour) or split a full page 50/50, and move in small steps so we can tell exactly which change drove the result.
We use Google Analytics for performance data, Hotjar for behaviour analytics, and Crazy Egg for heatmaps and click maps. For user testing we use Userberry, which gives us a pool of industry-matched participants so feedback comes from people who match your real audience.
The strongest moments are when a page underperforms against its goal, after a redesign or migration, or when analytics show drop-off you can’t explain. It also works well as a continuous programme, where testing runs alongside ongoing development and refines the site over time.
For qualitative usability testing, five to eight participants typically surface the majority of issues, provided they match your audience. A/B tests are different: they need enough live traffic to reach a statistically meaningful result, which depends on your conversion rate and volume.
You receive a report with the findings, visual user flows showing where users succeed and stall, and prioritised recommendations. Because our design and development teams work together, those recommendations can be implemented rather than left for you to action alone.
Let’s scope your next project.
Whether you’re in financial services, healthcare, energy or another sector, we start every project with a conversation about your requirements. No commitment, just a discussion about your needs.
