With e-commerce expected to grow to nearly double by 2023 to more than $6.5 billion globally, it gives rise to new opportunities for brands to be competitive. However, market research in the online domain is still in its early stages, with brands often opting for a much wider variety of research questions and a lack of focus in comparison to brick-and-mortar studies.

So, how to set up the e-commerce testing approach with actual impact? Our collaboration with Microsoft was recognized in the highly competitive category as the Global Market Research project of the year at the Marketing Research and Insight Excellence Awards by Quirk’s last November.

Based on this successful collaboration, Sanja Cickaric, EyeSee’s leading expert on UX and e-commerce  shared takeaways and 3 steps for testing your online platform more effectively:

Step 1: Choose the level of the study and invest in the bottom-up approach (start with tactical, and then address strategy), which willprovideyou with have quick wins that demonstrate impact to your stakeholders.

Step 2: Combine the right conventional (survey) and behavioral (eye tracking, virtual shopping) methods to increase the predictability by up to 30%.

Step 3: Test in-context on a (mockup of a) specific website  

Check out the full guide: