5 Reasons Why Your Content isn’t Driving Engagement

Many marketing gurus today emphasise the importance of content, and engaging content at that. Yet despite your best efforts, you can’t seem to see what the content hype is all about. You write blogs, make videos, and actively post on social media and yet none of it generates the momentum you’re looking for to drive user engagement. If your content is not driving engagement and ultimately sales, then you’re wasting time, energy, and resources contributing to an already overcrowded web. So, what drives engagement? Here are 5 reasons why your content isn’t being engaged with and what you can do to help increase user engagement for your business.

1. Not the Right Audience

One of the main reasons your content might not be engaged with is because it is not aimed at the right audience. If your content does not directly speak to or address the pain points of the person reading it, chances are they will not engage in a meaningful way. In order to counteract this, developing detailed content personas can help you make sure your content is on the right track. Content personas are composite sketches of a target market based on validated data, not assumptions. Start off with a demographic in mind, and gather inputs from customer support representatives, sales reps, product managers, and most importantly – customers. Once you have a picture of your target persona’s goals and pain points you can create value propositions specific to their needs and compile keywords that are relevant to them. 

2. Doesn’t Provide Value

This goes hand in hand with serving the right audience. Even if your content is being served to the right audience, it needs to provide value to the reader in order to get results. Look for ways to gear your content towards a specific persona by offering valuable information that is directly relevant to their pain points. This content engagement strategy will allow you to better understand your target persona, and therefore create more relevant, engaging content. 

3. Not the Right Medium

Blogs are not the only form of content marketing. It is important to diversify the types of content you are putting out in order to find out how your audience prefers to consume content. Some types of content commonly used to gain attention from users include:

– Video
– Podcast
– Animations
– Checklists
– Infographics
– Webinars
– Books
– Email Series

Take the time to figure out what forms of content your personas would most likely respond to. Are your customers more active on social media or do they prefer receiving emails? Develop a content strategy that reflects your specific audience’s online habits.

4. Not Discoverable 

Sometimes the problem isn’t that your content isn’t relevant enough, but that your intended audience just can’t find it. Here are some ways that you can increase traffic to your page:

– Organic Search (SEO): Using the right keywords to appear in relevant search results
– Paid Social Media: Sponsored posts on LinkedIn, Facebook, Twitter, etc.
– 3rd Party Paid Media: Pushing your content through a paid third party service
– Email: Sharing your content directly to your email list
– Influencer Marketing: Leveraging tastemakers and industry experts to share your content with their audiences

It is important that you consistently are generating new content, writing content that is tailored to your audience, and promoting your content to reach the right people. In order to properly gauge the engagement of your content, you first need to generate a consistent traffic flow to your site.

5. Not Being Measured

UX design teams have plenty of experience with testing their visual design components and UI, but an area that is often neglected when testing is content. Content engagement metrics are extremely important. Leverage techniques like card sorting to figure out the most intuitive organisation of information for your site. Ask testers to recall product descriptions or ad copy to see how well your messaging is getting across to your audience. Pay attention to the language and keywords they use, and the ones they don’t. Conduct A/B testing of social media copy to see what posts generate more traffic. Use measurable data to determine if your content is actually providing value to your target audience.

Need more help determining whether your content is user friendly and engaging? Would you like to test your website? TestMate offers user testing in Australia that will benefit your brand! For more information on our website usability testing services, contact us today!

Why Content Matters in UX Design

UX design teams have plenty of experience with testing their visual design components and UI, but an area that is often neglected is content. Too often designers build out entire wireframes before copywriters have written any copy. This can lead to tricky page layouts where content and page design don’t fit together. Compelling copy and easy-to-use UI are both essential pieces of the user experience. Just like how poorly designed navigation and non-intuitive interactions can frustrate users, confusing or overly complicated language can impact their experience. Here’s why content matters in UX design and how you can implement testing techniques to optimize your content. 

Content and Design should work in tandem

When conducting website redesigns with existing content, a content-first strategy is natural. However, when designing pages where content hasn’t been written yet or in larger team settings where designers and writers work independent of each other, designers often have to resort to a container-first approach. Designing without content can lead to awkward page layouts and avoidable problems:

  • Empty placeholders can lead to unneeded spaces later. While using lorem ipsum is an easy way to visualize what a page may look like, it can also create unnecessary extra spacing.
  • Rigid templates can create unintended constraints. By not using responsive design, baked-in layout limitations can limit the number of words you can use or even cut off important text on smaller screens. 

To avoid these problems it is best to design page layout and write content alongside each other. Utilising flexible grids and layouts that work for all screen sizes gives copywriters the freedom to write without worrying about constraints. It is important to test both UI and copy to gather insights on the complete user experience.

Understanding Content Personas

Now that you understand why content and design need to work together to build quality user experiences, it is important to understand where content begins. What are content personas and why do you need them? Content personas are composite sketches of a target market based on validated data, not assumptions. Start off with a demographic in mind, and gather inputs from customer support representatives, sales reps, product managers, and most importantly – customers. Once you have a picture of your target persona’s goals and pain points you can create value propositions specific to their needs and compile keywords that are relevant to them. These personas shouldn’t just be made and forgotten, they should inform how you test and measure the quality of your content. Test your content with real users to see if your messaging aligns with your target audience.

Creating an intuitive information hierarchy

Testing for effective messaging and word use is one way that UX teams can improve their content. Another aspect that UX teams focus on is how users react to the flow of information. This is especially important for government agencies, insurance companies, or banking institutions that have to provide lots of important information while still being easy for users to find what they are looking for. 

To get there, here are some methods to optimize how you present information to users:

  • Card sorting – Start off with a set of topics that represent the main content of your site and write each on a separate note card. Ask your testers to organize each card into groups that make the most sense to them. Debrief afterwards to get a better understanding of their rationale when grouping. Figure out what cards were harder than others to group and why.
  • Surveys – Utilise surveys to ask users what terminologies they would use to describe your products and services and what language on the site confused them. Ask them how comfortable they felt using your navigation to find the information they were looking for and whether or not they were successful.
  • A/B testing – Present testers with two versions of text and compare engagement results between them. This is an effective tool when trying to pinpoint the perfect phrasing for call-to-actions and increase conversions. But it is important to take into consideration that A/B tests do not tell you why users prefer one version or another. To get a more complete picture, ask testers to explain their rationale afterwards.
  • Usability testing – Usability testing doesn’t have to just be about UI. Gear your tasks towards measuring your word choice and content organisation. Ask testers to find specific information on your self-service platform and watch their user flow through remote user testing. Or ask testers to read about a product and then have them describe what they read in their own words to gauge comprehension. Pay attention to the language and keywords they use, and the ones they don’t.

Get the most out of your content

Content testing is an underappreciated art-form that can help you nail your messaging to users and help them find the information they need as easily as possible. Leverage measurable results to pinpoint exactly what content works and what doesn’t to raise conversions, engagement, and improve the overall user experience.

Troubleshooting A Sales-Drop? Check Your Ux!

If you are experiencing a recent drop in sales, or if your sales figures are not quite where you want them to be, the solution may be obtainable by analysing your website’s UX (User Experience), relating specifically to cart abandonment.

The last thing any business owner wants to see is their sales drop. If you’re noticing a decline in sales, it may be worth conducting a UX check for your website, or undergoing website usability testing. TestMate has conducted extensive UX testing, and discovered, how a poor UX, not only leads to frustration, but it can also result in lost revenue from users abandoning their cart, before completion of a sale. What is the correlation between the shopping cart and UX of a website you may ask? Customers who visit websites that are confusing, give a poor first impression, are slow to load or contain irrelevant or excessive information, amongst many other reasons, will simply exit, abandoning their shopping carts, and move on to the next site that promises a better user experience. Your shopping cart UX is a key factor in improving the success of your website.

Several studies have been completed which paint a picture of just how widespread cart abandonment happens to be and show meaningful shopping cart UX patterns.

Some studies have found the statistics are as high as 80%. Meaning that more than three-quarters of shoppers choose to leave a website, without making a purchase. With such a large portion of the market, it is evident why the UX of a website is so important and how even slight improvements in this critical area can result in dramatic increases in revenue.

Wondering how to improve website UX and prevent consumers from abandoning their shopping cart on your website? Read on!

Top Reasons People Abandon Carts

There can be many reasons why people exit during the sales process, here we have compiled a list of the most popular reasons that we have found.

Being forced to create an account – It is clear that customers who create accounts are much more likely to buy again in the future. It also makes it easier for businesses to maintain regular contact, send out offers or special promotions. Both excellent reasons to attempt to get visitors to create accounts. However, it must be understood that customers want to be able to buy something, without jumping through too many hoops.

If you allow the customer to make a purchase first, they will be much happier to set up an account after the sale has been completed successfully.

Another important factor is to make it easy for them. Do not ask for information that isn’t essential, avoid long forms whenever possible.

Finally, you should offer customers the option to select guest checkout. If you don’t want to see your sales drop, don’t enforce that all customers set up an account. You can offer an incentive if signing customers up is a top priority, but do not prioritise account creation over making the sale.

Shipping costs – shipping costs that are unexpectedly high is another major factor being cart abandonment. We tend to believe that the practice of a site that conceals its shipping costs until you reach the checkout, is devious.

Consider offering free shipping if it is a viable option. If you need to charge shipping or you would prefer not to have to build in the costs of shipping with your product, be transparent about shipping costs from the beginning. Give clear and accurate estimates of shipping. Fixed prices are much more preferable from a customer’s perspective. Remember, that most customers will live in a populated area where shipping costs will be more predictable than less populated areas. Don’t get caught up over the small minority who may live in a remote or regional area.  Lastly, consider offering discounted rates for shipping with increased quantities.

Long or confusing checkout – One of the most significant advantages of online shopping is that it is quick and easy. However, if you complicate or lengthen the process unnecessarily, the customer will abandon your site without a second thought. Ensure your checkout is short and concise, with clear instructions and no lengthy delays in order to prevent a decline in sales for your brand.

Would you like to know how your site measures up?

Contact TestMate for more sales testing and UX insights. We offer reliable, quality user testing that can help your business grow. Let us find out how we can help improve your cart abandonment stats today.

Benchmarking Your Solutions

 

What is benchmarking? Benchmarking whether it be in business or sport, is a process of comparing yourself with your competitors. A champion swimmer in the making will only know how far they need to keep progressing, by looking at the best swimmers whom they are competing against.

The importance of benchmarking in business is undeniable. In business, it is vital to be benchmarking and to assess your current situation against your competitors periodically. That is because, to succeed in business, just like in sport, you need to be able to match or exceed the best in your industry. Creating a business benchmark will give you a specific goal and something for your brand something to strive toward. You will need to create benchmarking solutions that will leave you with better practices and procedures. You will possibly need to adopt new systems, that will work better than your existing ones.

Often Businesses make a Fundamental Mistake.

They judge their performance, based on previous performances within the same company. While this inward self-assessment can be helpful, it can lead to complacency, which is why it is important to also take outward assessment into consideration and conduct benchmarking. Companies should be looking at their strongest competitors and aiming to surpass them. This is why benchmarking plays a crucial role, as comparisons between your competitors can help you identify gaps in your operations, and reveal specific weaknesses that need improving.

In the digital world, potential clients often compare your offering, with what a competing brand or website is offering, which is why it’s important to benchmark online. Digital benchmarking, or benchmarking online allows you to view things from a customer’s perspective. It provides you with insight on where things need improving, and it also gives you ideas about many aspects including design, user experience, content or propositions. If you own or operate a website, benchmarking is highly recommended!

If you are serious about optimizing your opportunities from your digital channels, if you want to be the best in your industry and get the most from your online media, benchmarking your website is essential. Digital benchmarking can stipulate a baseline, to evaluate marketing efficacy against your competition.

How Often Should You Benchmark Your Business?

Digital benchmarking is crucial when you are updating a website or launching a brand new site for the first time. However, it can also prove even more beneficial to conduct benchmarking more frequently, to measure your competition and discover how their marketing changes over time. If you choose not to practice benchmarking for your website, you may find your brand falling behind the competition.

If done regularly, digital benchmarking can help keep up with continually changing trends and companies who can identify opportunities within their market, and are fast to adapt, can often capitalize on those opportunities afforded to them by having effective online communication and proposition.

Some Important Tips for Benchmarking.

If you’re going to conduct benchmarking, look outside your industry. Inspiration can come from anywhere, so it is important to not focus solely on your competition for great ideas. You cannot surpass your competitors if you are only looking to them for inspiration. Make sure you implement strategic benchmarking for your brand.

There are many benchmarking tools and processes which you can implement, however online is by far the easiest way to start benchmarking. If you have a website, benchmarking online allows you to you can check out your competition’s website design and functionality and see how it compares with your website in its current state. Online benchmarking can also help you to identify areas on your site that perhaps need improvement, to bring it up, or even better, surpass the standard of other players in your industry and create benchmarking solutions. Feedback from your competitor’s customers can be collected on social media pages, chat sites or forums, where people discuss their favourite brands and letting others know what makes them either good or bad.

After doing some of your own research, it would be wise to consult with experts in the UX field  to assist with digital benchmarking solutions. By reaching out to UX experts, you will be able to obtain critical insights which are specifically designed to increase your website current position in the marketplace.

TestMate can help you gather comprehensive benchmarking data, organise and analyse all of the relevant information, while not getting bogged down with systems or processes that should not be replicated. Extensive and strategic digital benchmarking will make it impossible not to come up with new ideas and construct new and improved systems. When done right the benchmarking process, builds and multiplies ideas and concepts, that any one person could produce. It enables the chance to cooperatively syndicate a wide variety of innovative concepts, and turn them into positive results.

4 Ways Your Customers Can Make Decisions For You

If you’ve spent any amount of time undertaking marketing or design activities, you know that the audience is king. Everything you do to entice a purchase is built around the specific needs and wants of your audience. These needs often change dramatically between similar groups and will always shape how your website looks. Here’s a look at the key factors that turn what your audience wants into an attractive, usable website!

People Magnifying Glass

The intersection of demographics and content

Only the big companies can perform this type of market research, right? Wrong! Recently, changes in market research techniques have made it possible for even very small businesses to undertake some research. Even if you don’t want to get into actual ‘research’ there are plenty of handy tricks you can do in less than an hour to build a demographic profile. From there, a quick search of trends for those groups can provide a great baseline with which you can create a more refined design approach.

Obviously, your demographics are going to dramatically affect the content of your site. Thongs are VERY different things in Australia compared to USA and getting it wrong could be a potential PR disaster.

At TestMate we use Australian testers and remote and moderated testing to ensure that if you’re an Australian company, you target your site to the right people.

Decoding the concerns of your customers

Different demographics have different needs. When you’re looking at the most important things to include on your website, there are a few questions that you need to answer. Who are your customers? What are their most urgent and pressing concerns? What factors are they focused on in terms of making a buying decision?

Answering these can quickly get you on track to making a great, user-friendly site. For example, your demographics might be primarily concerned with price. If this is the case, prominently display price information or content related to costs (or lack thereof), to reassure your customers and ensure that the most important information to them is easily available.

The path less traveled

If you’re stuck at figuring out your demographics, feel free to take a step back and see what companies around you are doing! In fact, copying certain elements from competitors can be a great way to capitalise on existing brand preferences to gain a small advantage. Similarities between brands are called points of parity.

Of course, being an exact copy of a competitor makes you look cheap and unoriginal (and can be illegal depending on what copying occurs). Make sure that the majority of your branding and marketing is original and separates you from the rest of the pack. These are called points of differentiation and are what make you stand out!

The more detailed your demographics are, the easier it will be to spot those unique needs your customers have so you can implement unique solutions. Maybe your customers want brutalism! Perhaps they want an amazing mobile experience. These are the small things that will show your brand’s personality and influence customer opinion.

Don’t overdo it!

You can track just about every aspect of your business. But trying to analyse all of it, especially for a small business, can be impossible or so time-consuming that no action is ever actually taken. Take our advice. Use the least amount of data you can to make strategic decisions. Determine what data you will even use when you plan.

If you can collect and analyse your customer data efficiently, you’ll be able to react sooner to demographic changes, trends, and mishaps.


Do you want to know the behaviour of your customers? TestMate can help! Get in touch to see how we can tailor our user testing to your demographics.

Remote User Testing

User testing is a fundamental step in the journey towards launching a website. Businesses don’t want to invest time and money into site development if they aren’t certain the changes will satisfy what real users actually need.

There are a few options for conducting user testing. The most commonly employed are moderated user testing, where users come to your business premises to complete a test under observation. The other is a remote user testing platform. A remote user test is completed tests at home, where the tester uses user testing recording software or screen capture software to record their journey.

This article focuses on remote user testing, why you might choose it and how to go about conducting it.

Remote user testing

Remote user experience testing can be done at various stages of a new site build, from wireframe layout to advanced stages of design, and for existing websites that are being upgraded to include new information and functionality.

Remote user testing

A site doesn’t need to be near completion to benefit from remote user testing. You can get useful information testing a wireframe by asking users what information they expect to see on the page, and what functionality they would expect from the site. Even if certain windows and icons aren’t yet active, you can observe if users click on them, expecting to be led somewhere.

Advantages of using a remote user testing platform

• A moderator is not required while tests take place, which leaves them free to work on other things.
• You don’t need to supply a venue or organise appointments and meeting rooms.
• You save money, as you are not including travel expenses in the amount you pay users.
• The user can complete the test at their convenience, and because they aren’t being observed, they are less likely to give responses they think moderators want to hear.
• You can access a broader range of demographics because there are no geographic limitations. Remote user testing is inclusive of people of all ages, locations, and physical capabilities. This results in more meaningful data.

Challenges of using a remote user testing platform

• Users may be wary of downloading remote user testing software
such as screen capture software to their computer, or may struggle using it. (For in-house moderated tests, you can set the device up in advance and assist with technical hiccups as they arise.)
• Since testers use their own devices, you may encounter personal information in the screen capture. It is therefore important to instruct users to only commence recording when they are ready for the task.
• You may save time by not moderating the test, but you don’t escape the need to view, record and analyse the test results when they come in.

User Testers

User testers

TestMate has a pool of perceptive users from all demographics to navigate and give feedback on your site. We can assist you in connecting to user testers, however, if you prefer to handle it yourself, you can source your own users. Consider testing internal employees, customers, family and friends in the target demographic, or advertising for testers.

Who can be a user tester?

Anyone can be a tester, as long as they have an internet connection and access to the site, app or digital product you are testing on. At TestMate, users apply to be testers with us. We ask them to complete a sample test, and from there, we select based on their ability to communicate feedback effectively, and their demographic. At times, we further whittle down our target list to identify users who fall into particular consumer categories. For instance, if our client is a health insurance company that wants to engage users who have recently purchased health insurance, we would ask our users if they fall into this category.

On the topic of screening, it’s worth noting that users generally want to score the testing gig. It’s therefore possible they may say they are eligible to test when they aren’t. It’s no big deal, but to avoid it happening you can ask yes/no screener questions when you do your call out. As users won’t know which answer guarantees participation, you get an accurate response. (For the written test, you can include screener questions in your survey design.)

What users need

• If you are designing changes to both a website and an app, you need to nominate which device your users should test on. It goes without saying, they need access to that device and an internet connection. They also need to download the appropriate user testing software, such as the screen recording software appropriate to the test.
• It’s worthwhile getting users to complete a pre-test to ensure they are comfortable using the testing software, and feel confident with delivering their feedback clearly.
• Users need to agree to maintaining confidentiality, as they may be testing sites for products or services that haven’t been publicly launched yet.
• Each user should be given a user number/code to quote at the start of the test, rather than using their real name.

Setting up remote user testing

The following is a checklist for conducting remote user testing:
• Create a test plan for both a screen recorded test, and a written test.
• Run a pilot test.
• Confirm your demographic. Are you testing only your existing customer demographic, or throwing the net wider?
• Contact users and confirm participation.
• Provide testers with clear instructions. This includes what device to test on, how long the test should take, and advise them to keep their test plan handy during the running of the test (either printed or on a separate device) as they should not leave the website during screen recording.
• Users should read the test plan questions aloud for each task, and provide a commentary of their search so that the analyst knows why they halted at a particular part of the site. For example, they may say, ‘I’m clicking on the Products menu, however I can’t find Mortgages here. I’ll try another menu.’

The Test Plan

The Test plan

The test plan for the screen capture test is created around usability goals for your company or client. What do you want to learn from the test? When you clarify that, you create your plan.

The plan provides the user with clear instructions for the test and includes:

• A brief about the company.
• A scenario/context for the test. For example, ‘In this test you are looking to buy a house for under $900,000. You have come to the company’s website to see what they offer.’
• A persona for the user. For example, ‘This will be your first home loan. You have a $60,000 deposit. You are single and work full-time.’
• An outline of the main task. ‘You need to find out where on the site you will find information about buying your first home, and how you can apply.’
• The test tasks. Generally, these ask the user to start on a particular webpage, and navigate the site to search for pertinent information.

Written test

After the screen capture test, it is beneficial to include a written test. The written test allows you to more easily quantify the data you receive. At TestMate, our written tests incorporate NPS (Net Promoter Score) and SUS (System Usability Scale) questions, such as:

• I found the tasks unnecessarily complex
• I thought the tasks were easy
• I needed to learn a lot of things before I could get going with the tasks
• I felt very confident doing the tasks

For the written test, you can use one of the many survey tools available online, such as Google Forms and Survey Monkey. Some tools charge to export survey data, however Google Forms does not, so it is an economical option. (Click here to see a comparison of different survey tools.)

Pilot testing

Pilot testing your test plan gives you the opportunity to eliminate confusing terminology and remove questions that are too long or are causing people to get lost. (The test, ideally, shouldn’t exceed 15 minutes, as testers become fatigued and the value of the findings is diminished.)

After trialling the test plan yourself, ask at least one other person to complete it, and for larger projects, two to three people. At TestMate, for complex projects, we run the pilot with a selection of users from our testing base, before we roll out a test to other users. Our clients also review the test plan, and we incorporate their feedback into the final version.

Analysis

After your users complete their tests, it’s time to watch the footage and note the results in a spreadsheet. You need to note the tester ID, their response for each question, and the time it took them to find the information outlined in each task. (Use the screen capture time code for this.)

For reporting purposes, it’s useful to categorise feedback. At TestMate, we use the following categories:

• First impression (general thoughts on the site)
• Design (feedback related to the site design)
• Usability (observations of how the customer used the site)
• Functionality (observations of how the site functions)
• Suggestion (suggestions for how the site could be enhanced)

Once you have completed the annotation and placed feedback into relevant categories, you can report on the test results.

Reporting on results

Reporting on results

Reporting falls into Key Findings and Recommendations, and should be delivered to the client (or your managerial team if it’s in-house) both verbally and in written form. After this delivery, decisions are made regarding what improvements go ahead. Budgetary, technological and time constraints mean not all improvements identified in user testing can be made. Regardless of this, the test results indicate adjustments that are most vital and businesses can proceed more confidently with this insight.

For more information about how TestMate can help you with remote user testing and our other services, contact us today!

How User Testing Helps You Make (and Save) Money Even After Your Website or App is Live

Corporations, business owners, and entrepreneurs are starting to understand that investing in usability and user testing for their digital products is more than just an expensive formality. Gone are the days of shipping a product, website or app without having tested it on real users first. Large and small companies alike are beginning to realize that frequent user testing can have a huge impact on their return on investment (ROI).

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A further study by Smith & Reinersten found that the key system-design decisions made during the first 10% of a product’s design process can determine 90% of the product’s cost and performance. This is an excellent example of how a small investment at an early stage can have a huge positive impact on the final product, but even once you have passed the design stage, it is still very important to keep UX front of mind.

In fact, according to Fast Company, Industry surveys show that every dollar invested in UX will bring $2 to $100 in return. By testing a product frequently, designers get a better understanding of what a user does, sees, or feels when they use a product.

When you make design changes based on those findings, you will have a better minimum viable product that is ready for the market, and a better chance of making more money, faster. Sure, usability can cost money up front, and the Nielsen Norman Group estimated that a best practice is to devote about 10% of a project’s budget to usability.

But NNG has also shown that this initial investment could potentially lead to a 100% increase in sales and conversion rates as well as a much higher traffic count, and much more use of specific app features that you may have targeted. Usability in general is doubled, they state, if you invest in user testing.

On top of that, bigger projects don’t necessarily spend more money on usability testing. Because of the nature of how many user tests are conducted, many testing methods cost the same no matter the size of the project, according to NNG.

Below are some more quantitative and qualitative ways in which user testing can improve your ROI. Many of these metrics can lead to increased sales.

Increased Usability = Site Engagement = Increased Sales

Increasing usability will increase sales, and user testing can help you get there. If your site is easier to use and stay engaged with, then users will be more likely to trust your site and increase their purchase amount or frequency. A study by UI Engineering found that by providing “sufficient product information to your customers at the right time, you can increase sales on your site by up to 225%.”

Site engagement can include the click-through rate, total time spent on a site, and the number of returning visitors and customers. All of these actions could potentially lead to more sales. The number of people clicking through on your website for instance, increases the chance that some of those users will find something interesting and potentially make a purchase. Total site engagement and the number of returning visitors are also good indicators of potential sales increases. These metrics center around customer loyalty as well, so those who have a positive experience on your site are more likely to trust your site and come back to it time and again

Testing Different Designs and Layouts Can Increase Your Conversion Rates

According to Adobe, “two-thirds of people would rather read something beautifully designed than something plain” if those people had only 15 minutes to consume content on a site.

You can make a product that generates a higher percentage of purchases by testing different design models on users before putting the app into production. You can have a higher rate of people making a purchase on a page, as opposed to those who just visit and do not buy.

A good way to illustrate this is with a randomized A/B test, where you are testing two different designs of the same page or feature, and finding that one design has a higher purchase rate than the other. But sometimes, the percentage of purchases made can be a deceiving metric. In addition to an increase in purchase rate, you also want to see an increase in total purchases, or the actual number of transactions made.

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You may also see an increase in the amount of money a single customer spends on the site; this metric is called the average order value.

Decrease the Likelihood of Cart Abandonment with User Testing

KoMarketing’s usability report shows that the number one reason potential buyers leave a website is to evaluate other, competing sites and their similar products. Users often drop or abandon their filled carts before they check out. If you figure out what designs work best by testing them on potential users first, you may be able to target the main reasons for cart abandonment and could work to reduce this number.

You already know that users are interested in buying something if an item is placed in the cart, and with some testing, you can figure out how to convince more of those users to go through with a transaction.

Reduce the Number of Customer Service Calls with User Testing

The KoMarketing report above also states that “51% of people think that ‘thorough contact information’ is the most important element missing from many company websites.”

Even frustrated users will do anything to avoid calling customer service, and some might abandon the site altogether. But with some usability testing, you can reduce the number of customer support calls, which in the end, could save you money by downsizing and streamlining your customer support team.

In 2011, the 3D modeling company Autodesk conducted a two-day usability test to see how difficult it was for users to find and install their software. They only tested with 11 participants, but that was enough information to repair a download button and an unclear error message, resulting in less calls to their tech support team.

Customer support logs are also a great way to identify initial problems to test. Start by searching for what common complains and problems users are running into, and seeing how much time your engineers and support team spend on fixing those problems.

Conclusion

Many companies, entrepreneurs, and market researchers have already validated the importance of user testing and its tremendous effect on ROI. User testing can help you identify problems having to do with customer engagement, conversion or purchase rates, cart abandonment, and user complaints that often lead to time and money spent on customer support. So testing your features at different stages of your product’s lifecycle can lead to a better designed overall product that is delightful and easy to use.

Poor user experience is a common problem among digital products, and TestMate’s services can help you differentiate your offering in the market, increase conversion rates, and ensure customer engagement. Get in touch so we can help identify your needs and find the right usability testing solutions.

Identify breaking points or issues in your product before they become a real problem with TestMate.

Sarah Khan,
UX Writer @ TestMate