When to start user experience (UX) testing for marketing
There are strategic periods when starting UX testing for marketing will have the energising effect of an oasis in the middle of the Sahara.
We’ve done the legwork and listed those strategic periods below – so you can save yourself for wowing your audience and making competitors green with envy.
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Here are 10 examples of perfect times for marketers to start remote UX testing.
1. Test when there are changes in marketing performance (for better or worse)
When something goes very right or very wrong with your marketing, the most important thing is to know *why*.
That way, you can repeat the feat or stop it from ever happening again.
Was it the design that made the difference? Was it the messaging? Was it the medium of communication? You can run remote UX tests to find out what made your users react the way they did.
2. Test when you’ve been appointed into a new role
When you’ve been promoted or hired into a new role, it’s because the business expects you to get results at a certain level.
It’s tempting to make assumptions based on what worked at another company, or your experience. But it’s best to find out the behaviours and thoughts of your new company’s users.
You’ll have hard, video evidence of what works and what doesn’t, as well as a clear rationale behind any changes you make. Importantly, you’ll be confident that your strategy will yield profitable business results because it’ll incite the right kind of action from users.
3. Test during a website redesign
The dreaded website redesign – where all the hands enter the pie and all the worms come out of the can.
You can start by testing your existing site to see what needs fixing. Then test new versions and website prototypes to see if changes are having the desired effect.
Finally, test once the site is live to find opportunities for optimisation.
4. Test during budget approvals or reviews
You’ve got a thousand and one marketing initiatives you believe would help your business – but other departments have their own agendas and there’s a limited pool of money.
How do you prove your initiatives are more pressing? Show the powers that be UX testing videos of customers suffering from the effects of the problems you’re trying to fix. Then sit back, watch their eyes widen and the purse strings open.
5. Test when there are changes in or a stagnation of NPS score
NPS score gone up or down? Or is it proving impossible to improve? Who knows why? Your users do – the people scoring you to begin with.
As well as finding out what might be turning your customers on or off your brand, you can get a Website Usability Scale (WUS) score. It tells you the overall impact your website is having on customer behaviour.
6. Test during a digital transformation project
As consumers spend more of their lives in a digital world, full of apps and opportunities, many brands are making a strategic effort to do the same.
We’ve all seen brands failing spectacularly to connect with their audience (thanks to the stench of corporate self-promotion and digital illiteracy). Remote UX testing will make sure you know what to say and do, to the right audience and in facilitation of an effective goal.
7. Test before starting, while creating and after launching marketing campaigns
Large-scale, multi-channel marketing campaigns are fun, creative and very (very) expensive. When they go wrong (and they do), people often pay with their jobs or credibility.
Remote UX testing let’s you quickly and cheaply base your ideas on insights from your users. It also helps you confirm whether assets you’ve created will have the right effect, while continually uncovering opportunities to improve them.
8. Test when appointing a new agency
Agencies can be your best friend (if they’re aligned with your business) or your worst enemy (if they’re not).
Always direct your agencies using insights from remote UX tests. That way you can be sure their work is in service of your users’ and customers’ needs.
9. Test when expanding into new territories or markets
People in different countries have different cultures and behave differently – online, just as in real life. The same is true of people in different markets – it would be silly to market to millionaire retirees and female gamers in the same way.
Remote UX testing will give you an understanding of users in a new market or territory, so you can make informed decisions about how to win them over.
10. Test when your competitors are beating you and you can’t figure out why
Whenever a competitor launches a campaign or marketing effort that helps them leave you in the dust, there are many factors at work. There are factors in spite of which they’re successful (weaknesses) and factors because of which they’re successful (strengths).
Remote UX testing will help you understand why users are responding positively to a competitor’s marketing, and how you can outdo their success – without becoming a cheap copy.
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