Categorize and score testing issues

Business Benefits

Increase your test analysis and generate better results.


Use device testing, speed analysis, heuristic analysis, customer surveys, web exit surveys and other methods to find issues.

You can also use, interviews, Google Analytics health check, web analytics analysis, mouse tracking analysis, user testing, and usability analysis to find issues. Take note in a spreadsheet of each issue and list them in separate rows.

Create a new column titled bucket to add each issue into the five categories, test, instrument, hypothesize, just do it, and investigate.

  • Test category: Includes opportunities to test and shift user behavior. An example of a test opportunity is existing traffic with leakage.
  • Instrument category: Indicates an opportunity to increase analytics reporting. For example, you need to improve tagging in our analytics.
  • To hypothesize category: Includes areas where you can’t find a quick fix, and you need to develop a new approach using existing data to come up with a new hypothesis.
  • Just do it category: Includes issues that can be done fast with minimum effort. For example, editing micro-conversions in a funnel to increase conversions.
  • Investigate category: Includes issues that require more investigation to better highlight the problem.

Create a new column and score your issues from 1 to 5, with 1 noting issues that impact usability but have a minor impact on your revenue, and 5 being issues that positively impact your conversion and revenue if fixed.

A 5 rating is the usability, conversion, or persuasion issues your visitors face and affect your conversion rates.

Analyze the difficulty, resources required, and amount of revenue a fix brings to your company, and direct your efforts on issues that impact your bottom line.

Some issues are time-consuming but don’t have a high enough impact on your revenue and should not be a priority. For example, if you see a completion rate of 65% on your checkout page, you identify there is room for growth, and you need to focus on your payment page to make edits and increase your sales percentage.

Calculate the amount of profit your company will generate if you amend an issue on the checkout page compared to the add to cart page, and assign scores after analyzing the potential for improvement.

  • If you want an uplift of 30%, add the number of visitors for each page with an uplift of 30%.
  • Bag: 1009 + 30% = 302 more visitors proceed to the next step. This equals 45 roughly more transactions.
  • Checkout: 1178 + 30% = 353 more visitors proceed to the next step. This equals roughly 134 more transactions.
  • Place order: 735 + 30% = 220 more visitors proceed to the next step. This equals roughly 220 more transactions.
  • The potential is higher closer to the checkout to increase the number of transactions.

Add a new column to the spreadsheet titled Background to explain how you identified the issue.

For example, if Google Analytics info is wrong, then the background information shows that the script loaded twice.

Add a new column in the spreadsheet titled Action and write the type of procedure and process you need to make to resolve the issue.

For example, you can add event tracking for trial downloads.