Usability and UX testing

Consider a winery in Burgenland whose online shop draws plenty of visitors but makes few sales. Analytics show many people reach the basket and then vanish. Why, the numbers do not say. Perhaps the mandatory date-of-birth field puts them off, perhaps regulars cannot find the six-bottle case, perhaps shipping costs that only appear at the last step scare them away. A usability test answers the question by having real people try to buy while you watch and they think aloud. Five such sessions usually expose the biggest obstacles, often quite different from the ones suspected. We run the tests remotely over video calls with screen sharing, add an expert accessibility review, and deliver concrete proposals for change rather than a list of general impressions.