Richard Castera

There are many variables that are instrumental to the failure of a startup. Having a failed startup myself, I studied and analyzed my thoughts and actions during this period to see what I did wrong; and what I could have done to improve the process of beginning and maintaining my startup. I wish I would have been more knowledgeable or had a mentor to coach me through some of the surprises and feelings I encountered but, sometimes the process of learning is a lonely and difficult one, and one that you’ll never forget. So, I would like to share some of the insights that I’ve gathered from my journey and hopefully, you won’t make the same mistakes I made.

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Usability testing is a technique used to evaluate a product, service or website by testing it on users and it's good practice to perform tests in combination with Split testing. Having an e-commerce site myself, I had to pay special attention to the elements on pages and where my products are positioned in relation to the page. There are so many variables involved in optimizing the usability of page such as dimensions, colors, copy, etc. If users cannot find your product, then they cannot buy it either.

There are many methods for studying usability, but the most basic and useful is done through user testing. Here are some tools to help you in studying if your missing out on sales, and what you can do to improve conversions.

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You can use Google Analytics to track clicks on links that lead away from your site. Because links that lead away from your site are not automatically tracked, you will need to manually tag all outbound links you want to track. To do this, you'll add some JavaScript customizations to your page and to the links you want to track.

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