I recently did a virtual shop-along on an e-commerce site. I observed users using the site and asked questions along the way. I was able to gather a lot of good insights.
All seemed good, except for one thing: Our educational content was rarely visited during the session. The users either missed it, or they didn’t expect to see it on our site, or both. When I took them to the pages, they all expressed that those content can be useful. We all know to not test the future. So I did bother asking the question of “will you use it”.
My question is, what is my takeaway from this feedback? What would be my recommendations to the client?
Is it: User thinks the content is useful. Now let’s make it more discoverable and watch the metric?
It’s totally possible that user thinks something is useful, but will never use it, right? E.g. I have an electrical can opener, but my default one is still a manual one as long as the can is not too hard to open.
Or maybe I should've asked different questions during the test?
Thank you for any feedback!