Ding ding ding!!! Our second contestant is a winner! Statistically significant, even with 50 results, the middle design is flying.
If we’d launched the first design instead of the second, our adoption rate might have been up 30% worse than the more optimal design, or more!
Note, sometimes results might not be statistically significant and may only be indicative. But often, we’ve found this click test can eliminate ‘’bad’’ treatments and highlight a ‘’great’’ treatment that stands out from the others. (False positives with less data does apply though, treat results with caution blah blah blah).
NB:// for a more detailed exposé of different types of questions to ask in click tests, check out UserZoom’s helpful blogpost here.
Unmoderated click tests can help you cut through the noise around design variations in a day. But they are only part of a larger puzzle to solve when creating an easy-to-use product. These tests help you evaluate Visibility, Affordance (partly) and Expectation. But they do not tell you:
- Whether the pop-up or action that happens after users click on your design is apparent to the user (Feedback)
- Whether your solution is the right solution when considering the broader ecosystem of actions people can take on a page (Constraints)
Hence, we consider it just one tool in a much bigger toolbox.
And speaking of tools and toolboxes, nothing increased our capabilities more in Product Discovery than getting an unmoderated user testing platform (in our case, UserZoom). We get high-quality, quantified, insights in days, instead of weeks (see why we move fast here). Working at a consumer-facing company without unmoderated testing is like going cave diving without a flashlight. You’re going to be some cave-dwelling barracuda’s lunch.
5-second tests, longer recall tests, and card sorting are all methods we’ve used with great success to zero in on optimal solutions. Without them, we’d be lost.
OK… Love rant over. Stay tuned for more of our applications of unmoderated testing soon!
One final shoutout. A project we undertook with Pattrn Studios was a big catalyst for a lot of the great thinking we use across Gousto (include this!). Would highly recommend them as an agency if you’re looking to step-change your thinking!