Wash, rinse, repeat.
(Well sort of.)
Advanced technology that shows you how people experience your site and the competition
  • When your users get confused, you see where and why
  • When they’re not persuaded, you see where and why
  • When they want answers but are not getting them, you see where and why
  • When a task, like finding an answer to a question, takes longer on your site than on a competitor’s, we tell you how much longer it takes and how to shorten it

How It Works

  1. We visit your site with our special browser
  2. We measure the keystrokes, mouse movements, eye movements and yes, even thoughts, that are required to complete common tasks
  3. We identify usability, content and persuasion problems
  4. We compare effort data and problem data for your site with competitors' sites and against best sites on the web, showing you precisely where your site differs
  5. We document it all in a detailed report or multiple reports (depending on your needs)

Have Questions?

Q: How is this better than click stream tracking or web analytics?

A: Click stream tracking and web analytics only account for a fraction of the online experience: what people click on. Our experiences online are made up of a lot of other things like pressing keys, scrolling, reading, and filling out forms, all things we track.

Q: How is this better than online usability testing?

A: Online usability testing is useful for getting a large number of responses to specific areas of your site, especially for major changes in direction. Costs per respondent are low. We offer it as a service.

The problem with online usability testing is that it only tracks a part of the overall online experience: what people clicked on and how they respond to survey questions while they work.

Q: How is this better than lab-based usability testing?

A: Lab-based usability testing refers to the process of bringing people to a controlled environment and watching them complete key tasks on your site. It's a great way to discover what causes people to get stuck. We offer it as a service.

The problem with lab-based usability testing is that it takes time and is relatively expensive. Because of this, almost no one can afford to do usability testing on his own site and 5 or 10 competitors as a way to define best practices.

Q: How is this better than A B testing?

A B testing refers to the practice of comparing the performance of two page designs by serving one to some users and the other to other users. It's easy to get statistical significance since you can run the test as long as you like.

The problem with A B testing is that while you may figure out which of the two pages is better, you're not going to learn anything about what a page that is better than the two alternatives would look like.

Q: How is this better than competitive usability testing?

Usually competitive usability testing refers to competitive lab-based usability testing. Lab-based usability testing takes a significant time and resource investment to get right, and if you do it for more than one site, pretty soon you're talking real money. Almost no one does it. Almost everyone would like to do it. This is one reason why we developed our Kantuit.