Well-written study goals help Optimal generate more relevant and focused automated insights. Here are some suggested best practices to consider when adding your study goals.
Best Practices & Tips
Be specific and outcome-oriented
Clearly describe what you want to learn, not just what you are testing.Example: “Understand why users struggle to complete checkout”
Avoid: “Test checkout”
Focus on user behavior and experience
Frame goals around what users do, think, or feel during the experience (e.g. actions, decisions, friction points).
Include context where relevant
Provide enough detail to clarify the scope of the study.Example: “Evaluate how first-time users navigate onboarding on a mobile prototype”
Use clear, simple language
Keep goals concise and easy to interpret. Avoid jargon or overly complex phrasing or shorthand.
Limit each goal to a single focus
Write one objective.Example:
“Understand onboarding experience for first-time users”
“Identify friction points in the checkout process”
Align goals with your research questions
Ensure your goal reflects what you want to answer throughout the study so insights remain relevant and actionable.
Use the Generate Ideas feature as needed
If you're unsure how to phrase your goals or looking for inspiration, use the Generate Ideas button to explore suggested study goals.
Examples of Study Goals
General usability testing
Identify points of confusion or friction during navigation
Evaluate overall ease of use of the interface
Onboarding
Understand how first-time users interpret and complete onboarding steps
Identify where users drop off or hesitate during onboarding
Evaluate clarity of instructions and guidance during setup
Checkout / conversion flow
Identify barriers preventing users from completing checkout
Understand user concerns or questions at each step of the purchase process
Evaluate clarity of pricing, options, and confirmation steps
Navigation and findability
Understand how users locate key features or information
Identify navigation patterns and areas where users get lost
Evaluate whether users can efficiently complete tasks without assistance
Prototype concept, & live site testing
Assess how users interpret and understand the concept presented
Gather feedback on perceived value and usefulness
Identify features users expect or assume are missing
Understand how users interact with workflows