12 fascinating stats about UX and user testing to help your business case

charts and percentages

We believe that the best business case for introducing UX testing into your organisation is to sit your senior managers down and show them videos of users actually interacting with your website or product.

They can observe for themselves the pain points that occur when using your site, rather than relying on analytics or straight-up guesswork. You probably won’t even need to show them more than a handful, before your manager says, “I never realised that people were getting stuck there!”

However, if stakeholders need a little earlier persuasion, perhaps it’s a good idea to show them some research on the virtues of user testing and the importance of user experience.

I’ve pulled together as many recent UX stats that I could find that could help advance your case. Many of these are from our own UX case studies, some are from our good friends at Econsultancy, the rest are from various other research companies and publishers. I’ve done my best to find original sources, and I’ve heavily caveated where registration is required.

Please let me know in the comments below if you’ve found any more.

Remote UX testing helped ClickMechanic increase conversion by 50%

The team at ClickMechanic wanted to see how people would genuinely behave when they tried to book an online service. They didn’t want to make a guess based on data or survey results – instead they ran remote UX tests, where they recorded the genuine actions and spoken thoughts of real users.

ClickMechanic found 16 major issues that blocked conversion on the site, and based the design of the new website on this user feedback. Here are the results from these improvements:

  • Conversion rates increased by 50%, rising from an average of 1.6% to a peak rate of 2.4%
  • The volume of calls into ClickMechanic’s call centre fell by 14.2%, dropping from 1,400 in April 2015 to 1,200 in July — despite an increase in site traffic

Read the full ClickMechanic case study here.

One in three people will abandon a purchase because they can’t find the right information

According to a new report by Magnetic North (registration required) poor customer experience costs UK brands £234bn a year and 92% of consumers have had a poor customer experience – one-third of these people will abandon a purchase because they couldn’t find the information they needed.

‘Enlarging a screen to click’ most frustrating mobile shopping problem

A recent study by Bizrate Insight into the frustrations of shoppers revealed that having to enlarge a mobile screen to touch a link or button is the most frustrating element when it comes to mobile UX, which speaks to a larger concern about poorly optimised mobile sites.

The top eight frustrations of mobile shoppers are:

  • I have to enlarge the screen first to ensure I touch/click in the right place
  • Pages load slowly
  • I have to use the ‘full site’ version to access what I’m looking for
  • Text is too small
  • Entering my information at checkout is frustrating
  • Pictures are too small
  • Not enough product information available
  • Data security concerns

top mobile shopping problems

39% of people will stop engaging with a website if images won’t load or take too long

According to the Adobe State of Content report, more than 7 out of 10 (73%) respondents say content “must display well on the device.” If the content isn’t fast-loading and easy consume, you risk losing your audience.

Here are the key reasons consumers switch devices or give up on content altogether:

  • Images won’t load: 46% switch devices; 39% stop engaging
  • It takes too long to load: 44% switch devices; 39% stop engaging
  • Content is too long: 30% switch devices; 38% stop engaging
  • The content is unattractive in its layout or imagery: 35% switch devices; 38% stop engaging

Argos and Schuh top the mobile usability league

In August 2015 we chose 15 mobile-optimised ecommerce sites to run remote UX testing on. This included a mix of high-traffic sites, high-converting sites, new and second-generation mobile sites. Our genuine, real-life users found that…

mobile usability report

As you would expect, the sites with the fewest usability issues received the highest Net Promoter Scores and vice versa. Here’s a breakdown of how well the retail sites fared, with Argos and Schuh breaking ahead of the pack.

mobile usability report

UX testing helped Lovehoney achieve 115% revenue growth

Lovehoney wanted to test the journey from watching a TV ad to a mobile visit, so UX tests were carried out to discover what needed improving. The UX team then validated these hypothetical fixes by pitting ideas against each other in A/B and multivariate tests. The solution with the most positive impact on conversion and user experience was then applied fully.

By targeting areas customers actually struggled with, rather than guessing what to optimise, Lovehoney saw the following improvements:

  • Conversion rates increased by 24.55%, despite a 60% increase in mobile traffic
  • Overall revenue increased by 115.34%

Read the full Lovehoney case study here.

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65% of website visitors wouldn’t submit a form if too much personal information was required

KoMarketing’s B2B Web Usability Report asked, “What deters you from filling out a contact form if you have a general inquiry?” More than two-thirds of respondents (69%) stated that “excessive form field requirements” would deter them from completing a general inquiry form. 65% would go further by refusing to complete a form if “too much personal information” was required.

If the form included an automatic email subscription, 55% said that would put them off too.

As for the exact personal information buyers would prefer not to give, phone number came top (58%), followed by address (53%), role or title (21%), last name (20%), company (18%), email (16%) and first name (11%).

Here’s some helpful guidance from our blog on maintaining good web form design.

46% of website visitors claim a ‘lack of message’ will cause them to leave

In the same report as mentioned above, KoMarketing asked its respondents, “Which website elements annoy you or cause you to leave a website?” and almost half (46%) stated a “lack of message.” Basically, not knowing what the company does will cause people to abandon ship.

The other top bugbears that would cause visitors to head for the exit include: no contact information or phone number (44%), animated ads or pop-up ads (42%), poor design or navigation (37%) and autoplay video & sound (33%)

49% of businesses that ran UX testing in 2013, increased their budget in 2014

An Econsultancy and WhatUsersDo User Experience Survey Report discovered that almost half of companies (49%) that ran UX testing in 2013 planned to increase their budget in 2014. This is based on a survey of more than 1,400 professionals working for brands, agencies and specialist UX firms.

As David Moth, editor of Econsultancy says,

“This suggests that businesses that are currently carrying out UX testing are experiencing some benefit from it and are willing to continue allocating budget, however a large proportion of companies still don’t do any UX testing on their products.”

user testing budgets

Visit-to-lead conversions can be 400% higher on sites with a “superior user experience”

A well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could yield conversion rates up to 400% according to Forrester (registration and membership required to access report).

97% of business customers cite ‘ease of use’ as most important quality for mobile apps

According to harmon.ie ‘ease of use’ is the number one concern for business customers when choosing mobile apps, ahead of security (89%), comprehensiveness (72%) and training (42%).

harmon.ie ease of use

Remote user testing helped Pan Macmillan drive 400% increase in click-through rate

The UX team at Pan Macmillan began running remote UX tests with WhatUsersDo to help the company find out who its online users are and what they want from the site. By changing its website and culture based on insights from users, Pan Macmillan saw the following improvements:

  • Addition of a “Buy” button linking to popular retailers increased click-through rate by 400%
  • Goodreads ratings and reviews were added to the site following validation by users that this was essential
  • Formatting styles that persistently confused users, and could only have been discovered through UX testing, were identified and easily fixed

Read the full Pan Macmillan case study here.

Main image by RawPixel.

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Christopher Ratcliff
Christopher is the Content Marketing Manager of WhatUsersDo. He’s also the editor of wayward pop culture site Methods Unsound. He used to be the deputy editor of Econsultancy and editor Search Engine Watch.

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