I am working for a quite large online store. We want to start user tests inhouse. As far as I know you can test functionalities with user tests. But our brand is a way of life and many of our customers identify theirselves with our brand.
How can we test if certain designs and functionalities work without a conversion rate loss?
We can give our testers exercises á la "Buy a blue shirt" or "Find information about our cloth quality". But how can we design a test to figure out if we have a good mixture between brand transportation and conversion rate optimization?
Or is this only possible with mass tests via Google Analytics and thousands of users?