The Business Case for User Experience Testing

Interactive-Data-Visualisation-ServiceIf you’ve worked through our other UX lessons, you now (hopefully) believe that UX testing is your silver bullet for winning more customers.

You want to start improving your site’s UX based on insights from users, rather than your resident HiPPO (Highest Paid Person’s Opinion). But before you can launch your first UX testing programme, you need to convince the boss or finance director that it’s worth the investment.

Fear not – we’ve got your back.

9 compelling reasons to help you get buy-in for UX testing

1) Increase sales

User experience testing is widely considered the best way to understand why people leave websites or don’t buy. Acting on this insight leads to eye-watering increases in sales, from new and existing users.

2) Improve conversion rates

Successful online companies focus on improving conversion rates as well as traffic numbers. Increasing conversion rate by small percentages has a greater impact on revenue than attracting new visitors (who won’t convert anyway, if your site has a bad UX).

Increase the effectiveness of all marketing spend by fixing the fundamental problems UX testing reveals.Sign up button

3) Reduce unnecessary support requests

Reduce call centre and support desk costs by fixing aspects of your site that confuse users, once they’re revealed by UX testing.

4) Spy on the competition

Internet users are only ever a click or two away from your competitors – being an Internet user yourself, you probably already know this. Run UX tests on competitors’ websites to find out how you compare and why users choose one brand over another.

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5) Identify online buying objections

As well as revealing how users interact with a website, UX testing uncovers common buying objections. Examples include an unhelpful returns policy, gaps in a product range, lack of trust and inadequate product information or photos.

6) Reduce development costs

UX testing as early as possible during the development cycle – on wireframes, prototypes and pre-release assets – seriously slashes costs. Fixing problems before a site goes live can be up to 90% cheaper (according to Mayhew & Bias).

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7) More satisfied customers

Websites that are easier to use lead to more satisfied customers, who are more likely to buy from you again and less likely to run off to competitors.

8) Get insight not data

Statistical tools like Google Analytics, Adobe Marketing Cloud and Mixpanel explain what’s happening on a website, but not why.

Relying on data alone provides clues without explaining user behaviour. Insights from UX testing help you understand why users behave the way they do and how you can change those behaviours.

Is UX Testing Still Relevant?

9) It’s common sense!

We all use the Internet. We all get frustrated when a website or app is difficult to use.

Don’t you prefer interacting with a brand when that process is easy and pleasant? Research suggests we all do – there should be no argument about providing a similarly pleasant experience to your users.

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