Usability Testing: Usability Tools You Can Use To Optimize Your Website
  • By: Ricky Hayes June 10, 2021

Usability Testing Tools: Top 10 Usability Tools You Can Use To Optimize Your Ecommerce Website

Even if you have the best products in the world, you can’t expect conversions and sales unless you’re able to provide a seamless user experience to your website visitors.

Remember, all of your efforts will go down the drain if your visitors will have difficulty using your website. Many things contribute to the process of improving the user experience (UX) on your site. 

For instance, you may experience a higher bounce rate if your site is too slow. Similarly, poor website design, bad-quality content, and a complex checkout process are some of the many reasons why your business struggles in achieving its goals. 

So how can you optimize your ecommerce website to provide your prospects with the best online shopping experience? 

The answer to this question is pretty simple – through usability tools. 

Never heard of them earlier? Don’t worry as we have got you covered.

In this article, we’re going to talk about usability testing, how it works, and what tools for website optimization you can use to create your customer’s dream website.

What Is Usability Testing?

Simply put, usability testing is the process of analyzing your website for ease of use. 

The usability testing process involves different steps to evaluate the website performance in terms of access, navigation, content, SEO, and numerous other factors. 

In other words, usability testing revolves around checking factors that directly or indirectly impact the user experience. 

How Does It Work?

Every business is different. What works for one business might not be a good option for the other. 

Ecommerce store owners and digital marketers choose from different usability testing techniques according to their individual needs.

The two most commonly used usability techniques include:

A/B Testing

A/B Testing

A/B testing, also known as split testing, is the most common technique used by almost every marketer to test two versions of a single task. 

For instance, if you have created two CTAs and are unsure which one is the best for a particular website page, you can A/B test them to observe which one is delivering better results. 

There are many reasons why ecommerce businesses prefer A/B testing over any other usability testing approach. 

First, A/B testing doesn’t cost businesses an arm and a leg. Also, A/B testing is quite simple and is ideal for you if you want to test individual elements of your website. 

The biggest downfall is A/B testing doesn’t provide detailed insights compared to other available testing methods. Also, its scope is quite limited as you can only test one website element at a time. 


Tasking is another usability testing approach that is more detailed than A/B testing. It is a multi-step process that uses both qualitative and quantitative data to test website usability. 

What you should choose for your ecommerce business depends on your resources and the website elements you want to test for user experience. 

Why Is Website Usability Important For Your Ecommerce Business?

Website usability is inevitably the most important factor for your website. When we talk about ecommerce sites in which a lot of inventory is involved, ease-of-use and usability factor outperforms everything else. 

Poor usability can significantly impact your lead generation and conversion score.

Apart from that, usability testing also affects customer loyalty. When customers have a good time shopping on your website, they will eventually turn into your brand ambassadors and also spread the positive word about your business wherever they go. 

Some other benefits of conducting usability testing for your ecommerce website include:

  • It helps you identify usability issues before they turn into a disaster
  • Promotes user satisfaction, which is crucial for long-term business success
  • It improves the overall efficiency and performance of your website

Usability Testing – Challenges

Cost is the biggest challenge for businesses looking to conduct in-depth usability tests for their brands. 

Since most of the testing procedures are pricey, it becomes challenging for startups and small-sized businesses to invest a lot of money in this process. 

Factors Affecting The Usability Of Your Ecommerce Website

In all honesty, you should test as many website elements as possible for your ecommerce website. But as mentioned above, usability testing is an expensive process. Also, the tools for website optimization you get online comes with a hefty price tag. 

So you can prioritize your choices according to your testing budget and needs. Here are some of the many website elements you should test to optimize your ecommerce website and improve user experience. 


When it comes to user experience, accessibility is the most critical factor. Why? Because no matter how well-designed your marketing plan and appealing your website is, it would not do any good if your customers will struggle to access your website. 


The content on your ecommerce website can also make or break a deal for you. Keyword-stuffed content written for SEO will surely fail to provide value to your customers. 

Ideally, your website content should address your customer’s pain points, answer their queries, and include just the right amount of keywords to improve your site’s SEO value. 


If you’re like us and never clicks the second page of Google to search results, then remember, your customers are just like us. 

SEO is unarguably the heart and soul of your ecommerce store. If customers don’t find your brand on the first page, they will click on your competitor’s link instead of exploring other pages. 

So yes, your site’s SEO value should be on point to help visitors find your store in search results without any issue. 

Site Structure And Navigation

What would you do when you enter a store and find everything scattered on the floor? What if there is no one in a store to guide you on what you should do next? 

Obviously, you’ll leave that place right away and find a better nearby option that is more organized and customer-friendly. 

Your website structure and navigation are key elements that ensure your customers enjoy the best user journey. 


No ecommerce website can survive in today’s fast-paced digital world without providing a flawless journey to its mobile users. 

Therefore, you should use the right tools to optimize your ecommerce website for mobile. 

Top 10 Usability Tools You Can Use To Optimize Your Ecommerce Website

There are so many tools for website optimization available on the market that it can become tedious for ecommerce businesses to single out one that fits their needs. 

To make things easier, we have created this list of top 10 tools you can use to optimize your ecommerce website.  

1. UserZoom

UserZoom is an all-in-one tool for website optimization used for measuring the customer experience. 

This website testing tool comes with a range of features, including usability tools and prototype testing, to help you gather valuable user data.

With this information at hand, you can identify the loopholes in your site’s navigation and usability.

UserZoom is customizable, meaning you can request the addition/omission of features according to your needs. The annual licensing fee for UserZoom starts at $25k/year.

2. UsabilityHub

UsabilityHub is our favorite tool. It offers everything an ecommerce store needs to test its website design and navigation. 

Navigation means how easily customers can find their desired information on your website. On the other hand, visual appeal and aesthetics define your brand tone. 

This website usability tools help you identify the factors stopping your customers from spending more time on your website.

Monthly pricing starts at $79/mo. However, you can also download a free version with limited features if you have a tight budget. 

3. Userlytics

Userlytics is a robust website usability testing tool that allows you to perform usability testing on any digital device.

This tool for website optimization requires you to define your test goals. You can also input target persona and buyer screener questions to make the testing process precise. 

Moreover, you can also specify the type of device where you want your website element to be checked. 

Userlytics also supports tree testing alongside usability testing. The only disadvantage is you have to choose between Android or iPhone as you can’t select both.  

4. Loop11

Loop11 is a wonderful usability tool that enables you to track real-time user activity. That means you can spot areas where your buyers are having difficulty exploring your website. 

You can either insert Javascript to your site to set up this test or use their no-code solution to make the entire process easier and streamlined. 

There are different pricing plans available starting from $49/mo. 

5. User Testing

User Testing is another powerful tool for website optimization that helps ecommerce businesses get instant feedback on any customer issue. 

With this tool, you can understand your customer’s problems and get them resolved by settling arguments and implementing changes. The good thing about this tool is that you can request a trial version before purchasing the complete solution. 

6. SEOptimizer

Are you facing difficulty managing your site’s SEO? Then you need to invest in SEOptimizer to analyze areas where you’re lacking.

It’s a free-to-use SEO audit and reporting tool that tests your ecommerce website for 5 critical factors – search engine optimization, social activity, website security, usability, and performance. 

The basic plan is available for free, while the paid plans start from $19/mo. 

7. Treejack

Complex website hierarchy is the major contributor to your cart abandonment ratio. If you want to retain customers and encourage them to spend more time on your site, then you should work on a page hierarchy that flows well. 

Treejack is a strategic tool for website optimization that distills your site into a simple interface. 

The tool then asks your visitors to find out their desired information using different categories and subcategories

.You can either use a free version or purchase a customizable plan according to your needs. 

8. Usabilla


Another website usability tool that many new and established businesses use is Usabilla. You can watch active participants accomplish their tasks on your website. 

Create survey forms to find out answers to the questions you have in mind. 

Choose from different available plans according to your needs and budget. 


Site maps form the basis for seamless site navigation. But creating a perfect site map can be challenging at times. That is where WRITEMAPS come to your advantage.

WRITEMAP is an all-inclusive platform that helps you keep your website organized and uncluttered. 

What we loved about this tool is that it comes with a clean interface. You can include content and incorporate SEO once your site map is ready. 

WRITEMAP is very cost-effective, and the price for a standard plan starts from $14.99. 

10. Website Grader

Website Grader, as its name implies, is a free-to-use online tool that analyzes your ecommerce website and grades it against four metrics – performance, SEO, website security, and responsiveness.

It is a free marketing tool by Hubspot that has also been featured on several prominent websites and blogs, including TechCrunch and BNET. This tool is ideal for small-scale and mid-sized businesses that don’t want to throw their money on expensive usability testing products. 

Final Words

Developers from different parts of the world have created these tools and resources to help you optimize your ecommerce website for the best user experience. 

Just ensure you check your website for any other major problems before launching any of the tools listed above. 

It’s also essential to check your settings from time to time to ensure they’re in line with your current needs. 

Again, every aspect of your site should be tested for the best user experience. If you’re unsure where to start, we’d recommend focusing on your site speed and navigation. 

Have you used any website usability tools for your ecommerce website yet? If yes, what specific instructions do you want others to follow? Feel free to share your opinions in the comments section below. We will get back to you as soon as possible.

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