To effectively test website usability with real users and identify pain points, you'll want to implement a structured approach that combines qualitative and quantitative methods. Here's a detailed plan tailored for your context:

1. Define Objectives:

   • Clearly articulate what you want to learn from the usability test. For example, are you focusing on the checkout process, navigation, or content clarity? This will guide your test design.

2. Recruit Participants:

   • Target real users who match your ideal customer profiles, such as Rail Engineers, Farm Shops, or Business Coaching clients. Use platforms like UserTesting or recruit via your existing client and subscriber lists to ensure relevance.

3. Create Tasks:

   • Develop specific tasks that users need to perform on the website. These should be aligned with common user goals, such as finding product information or completing a purchase. Ensure tasks are realistic and actionable.

4. Select Testing Method:

   • Choose between moderated or unmoderated testing. Moderated sessions allow for real-time interaction and probing, while unmoderated tests (using tools like Lookback or Hotjar) can provide spontaneous user feedback.

5. Set Up Recording:

   • Use screen recording software to capture user interactions. This will allow you to observe navigation patterns, clicks, and any moments of hesitation or confusion.

6. Analyse Quantitative Data:

   • Integrate Google Analytics to track user behaviour such as bounce rates, time on page, and conversion funnels. Use this data to identify where users typically drop off or struggle.

7. Gather Qualitative Feedback:

   • Post-test surveys or interviews can provide insights into user perceptions and emotional responses. Ask open-ended questions to uncover specific frustrations or suggestions.

8. Identify Patterns and Pain Points:

   • Look for recurring themes in both qualitative and quantitative data. Pay attention to areas where users consistently struggle or express dissatisfaction.

9. Iterate with A/B Testing:

   • Once pain points are identified, propose new design solutions and conduct A/B testing to evaluate their effectiveness. Tools like Optimizely can help manage these tests efficiently.

10. Prioritise Changes:

    • Use a prioritisation matrix to determine which usability issues to address first, considering factors like impact on user experience and implementation effort.

11. Communicate Findings:

    • Compile a detailed report highlighting key insights, user quotes, and data points. Present actionable recommendations to stakeholders, ensuring alignment with business objectives.

12. Continuous Improvement:

    • Usability testing should be an ongoing process. Schedule regular testing sessions to continually refine and optimise the user experience based on evolving user needs and feedback.

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By following these steps, you'll gain actionable insights into real user behaviour and be able to make data-driven decisions to enhance your website's usability.