Choosing a primary goal allows our analysts to tailor the key findings to what is important to your team.
There are two ways to select your test objective. On the test intake form, WEVO asks you to choose a primary goal and add optional secondary goal(s). You can either choose one of WEVO’s suggested primary goals, or you can choose your own primary goal.
WEVO-suggested primary goals
Most customers choose a primary goal from the list of suggested primary goals in the intake form. Here are the list of suggested primary goals that WEVO offers:
- Experience Evaluation: Where are the ‘pain points’ in my multi-step flow (e.g. sign-up, checkout, booking a service, pay a bill, etc.)
- Comparison tests: How do users assess my page versus a new design(s) or competitors' design(s)? Or, how do my competitors perform against each other?
- Messaging testing: Does the messaging resonate with users? Is the messaging clear?
- Usability Assessment: What are the pain points in the navigation of my experience? What makes it hard to move forward (e.g. can't find a button)?
- Information Discovery: Can users easily find information they need?
- Value Assessment: Do users feel that the value proposition and benefits resonate?
Choosing your own primary goal
If you have a primary goal that is different from one of WEVO’s suggested primary goals, you should select the “other primary goal” option and provide your primary goal in the text box.
If you choose to write your own goal, we have tips to help you craft effective test goals. These guidelines are helpful for writing both the primary goal and secondary goals for each WEVO test you run.
Choosing your custom goal/objective
Your goals/objectives should be clear statements of what you want to learn from carrying out this test. Think about the main purpose of the project. Your goal/objective should clearly describe what you intend to achieve or learn from your WEVO test, and indicate to your stakeholders what they can expect to see.
Some questions you might ask when crafting your objective are: What problem are you trying to solve? What part of the customer experience are you looking to learn about? What is unclear at the moment? How are you going to use what you have learned? What are the main areas of concern?
Recommendations for goals/objectives :
- It is best to keep this section focused and clear.
- Limiting yourself to two to three goals/objectives will maintain focus by including only the most relevant insights. Keeping the list of goals/objectives short makes it easier to share the test results with stakeholders.
- Specific statements are better than broad statements. Broad statements (i.e. “Do users like this app?”) will elicit broad answers.
You enter the test goals directly on the WEVO intake form in the “What do you want to learn?” text field at the start of the form.
How WEVO analysts use your goals/objectives
Knowing exactly what you are researching will also help WEVO’s analysts deliver the appropriate Key Findings. We will look for signal in the data that specifically address your goal/objective. On some occasions, there will be no signal for one or more of your goals/objectives, which the analyst will address in the Key Findings.