Making a marketing business case for UX testing

marketing UX gold mine

Gold mine photo credit: Neal3K via flickr

If you’re here, you probably know what remote UX testing is and the basics of how it works. Your next question might be,“Is investing in UX testing worth it?”

Feast your eyes on the benefits of a good user experience and then decide.

If you already know this stuff and wanna check out other parts of this introduction to UX testing for marketers, simply use these links:

  1. Marketing beginner’s guide to UX testing 
  2. How to run UX tests on marketing
  3. When to start UX testing for marketing 
  4. Making a marketing business case for UX testing (p.s. you’re here)

1. Make it easier for people to spend their money with you

Multi-channel marketing has become the norm and UX testing let’s you see how users interact with your marketing across all channels.

Many businesses make the process of buying unnecessarily tedious – thanks to issues like unclear offers, confusing layouts and jarring language. You can smooth out the experience in physical stores, on your website and everywhere in-between.

When Lovehoney launched a huge TV advertising campaign, it used UX testing to increase revenue by 115%.

2. Become the brand your audience loves and talks about

You know what happens when customers love interacting your brand? They talk about it. Beyond sales, this is the Holy Grail for all marketing departments – creating a famous brand.

A good UX means fewer users will abandon interactions with your brand – because sticking around is effortless and pleasant. Brands like Apple have exploited this fact for decades.

In fact, the man many call the “Father of Usability”, Don Norman, was an Apple employee.

When you don’t alienate users with a bad UX, more of them become customers. They’ll also come back with their friends.

3. Guarantee your campaigns will get sky-high results (long before they’re launched)

Some things are better left in the past – like marketing without measuring results… and launching campaigns without insights from the people you’re creating them for.

UX testing allows you to see exactly how your audience perceives your marketing efforts, before you launch them. You can tweak your words, design and offers (among other things) so that they’re primed for getting the best results possible.

Testing your assets often costs (literally) a fraction of the amount spent on creative work. Spending a fraction to fail-safe a fortune is the definition of a no-brainer.

4. Make the marketing department more influential

One of the most beautiful things about the voices of customers is that they’re impossible to ignore.

When you base your marketing strategy, assets and campaigns on insights from users, you’ll have a commercially focussed, results-driven rationale that can’t be undermined.

Every company suffers from its own strain of internal politics, but you can rise above the noise.

Simply align your team with an impartial and all-important third party – customers.

5. UX testing will benefit everyone – not just the marketing team

Because of the video recording, analysis and reporting features of the WhatUsersDo platform, it’s easy to share insights across your entire company.

The dev team can discover bugs. Senior management can understand brand perception. The eCommerce team can spot opportunities for conversion optimisation.

Your colleagues will get game-changing insider knowledge about customers, without sifting through a boring 100-page report or hours of video footage.

Once you’ve watched and tagged your videos (to bookmark moments of insight), short clips can be pulled out and shared with relevant colleagues.

Ready to take UX testing for a test drive? Click the big purple button below to get started.

Our UX blog is on the move...

We're now publishing all of our brand new content on the UserZoom UX blog. All of our previously published articles will also be migrating to UserZoom over the coming months.

Don't worry, we'll still be just as accessible, interesting, helpful and entertaning as ever. We just have a different name and an owl instead of a question mark for a logo.

Come say hello!

Timi is a London-based copywriter and full-time marketing sceptic – there are now more unvalidated opinions out there than ever.

He became a UX testing enthusiast after seeing its power while working at TUI – the world’s largest travel, leisure and tourism company. He then joined WhatUsersDo to sharpen his UX knowledge and work side-by-side with the field’s best and brightest.

Leave a Reply