When a potential customer lands on a website, making things easy for them should be every website owner's priority. According to recent studies, an online user will spend on average 20 seconds on a page. This means that no time should be wasted and the simpler your website menu / navigation, the better. By improving the access to your products and services, you could improve your conversion rate.
Moderated usability testing is a process where customers browse your website and a moderator asks them questions about their usability experience. By conducting moderated usability testing, you can increase your understanding of where you should focus your website improvement efforts, and it can allow you to analyse customer reactions and will also give them the opportunity to express any concerns and more generally any opinions they have about your website.
Moderated usability testing should be conducted in your customer’s native language by a native speaker who will be able to understand both the explicit and implicit feedback. They will also be able to take into consideration the cultural references and barriers related to the country they come from.
A native speaker of your target language will act as a moderator for your website and conduct moderated usability testing, interviewing your customers as they browse your website to gain an insight into their usability experience. They will create a report (in English) including the interview transcripts and any recommendations for improvements to your website.