In difficult economic times, conversion optimization becomes more important. Usability testing is the most important tool for increasing conversions in most cases. Make sure you are doing them frequently.

You will be surprised by reviewing this usability test. Since we can’t post tests we do for our clients, the following is an unsolicited review.

Here is what we found in out New York hotel Usability Test:

• There was so much stuff on the reservation page that you couldn’t see the form without scrolling.
• The popup window with more information could not be closed
• There was no link to a contact page on most pages on the website

Is it any wonder that people complain that there are not enough conversions?

The popup window on the right can’t be closed due to the fact that the close icon is hidden by the scroll bar. It also blocks the phone number on the top right so the average web user is stuck and the hotel succeeds in annoying the web site visitor.

More about usability testing >>

Most of our website usability testing continues through the last step of the shopping cart but we usually don’t actually buy the item. However in our last test, I decided to get my wife a present and had the item shipped to my office so I could surprise her.

I was pleasantly surprised when the present arrived the next day as I only requested regular delivery. However, when I opened the box my marketing instincts told me something was wrong. There was no promotional materials in the box—no catalog, no up selling, or cross selling.

Another lesson learned—usability testing should include actually ordering and receiving the item. I passed on the information to the company owner and of course she said, “You’re right—we will start including appropriate materials right away”. My wife, by the way, was very happy to get a new outfit.

Do you think I can write the expense off my taxes under usability testing?