Professional Documents
Culture Documents
1. If users are already familiar with both companies, which do they prefer?
2. Why do they prefer one company over the other?
3. Who does a better job of explaining the product or offering clearly?
4. Who does a better job of convincing the customer to convert?
5. What do people like and dislike about your top competitor’s newest feature
or product?
6. What would convince them to switch to your company?
7. What might convince your current customers to switch to one of your
competitors?
1. How has your customer experience changed since your last test?
2. Are you improving compared to the competition?
3. Are the changes because of something you changed on your site, something
different about your product, or something in the market?
1. Does your target market understand what you’re offering when they land on
your homepage for the first time?
2. Is your language clear and free of jargon?
3. Do you speak like your audience speaks?
4. Are you catching their attention with your CTAs?
5. Could a first-time visitor describe your unique value proposition using their
own words?
1. What’s the mindset of someone who’s encountering your ads for the first
time?
2. What do people notice, like, and dislike about your ads?
3. Do they seem helpful, or do they seem spammy?
4. What phrases or design elements catch users’ eyes?
5. What entices your target user to click a Google Ads (formerly AdWords) ad?
1. Why are users opening some of your emails more than others?
2. Will your target market understand and engage with your next email
campaign?
3. What would users change about your emails if they could?
4. Do your users receive emails from other companies in your industry?
5. If so, which companies?
6. What do the users like and dislike about those emails?
Find out how users discover your company through organic search
1. What do users notice first when they search for your keywords: your website,
your competitors, or your ads?
2. What words stand out to them on the Google search results page?
3. If and when they click on your link, what are they expecting to find?
4. Does your landing page meet those expectations?