Why You Need To Invest In User Testing By Lia Bischoff, Codal Inc
______________________________________________________ How you think users should use your platform is often different from how it is actually being used. When we’re dealing with websites and web-applications, the best way to understand how audiences are engaging with our UX is to conduct a user, or usability, test. What Is User Testing (A Usability Test)? Consider the following three qualitative variables: effectiveness, efficiency, and satisfaction. User testing measures how well a platform (i.e. website, web-application, or mobile app) performs based on these variables. Based on your findings, you adjust your platform. It’s also worth noting difference between user testing and user research. User testing occurs once there is a tangible product with some degree of usability, whether that be a wireframe or a fully developed website. User testing is concerned with how the design functions and how easy the platform is to use. Comparatively, user research is performed before there is a product in order to understand user objectives, behaviors, and expectations in order to develop a product accordingly. Both types of testing can be completed by a UX design company and/or mobile app design company.
But why should you invest in user testing? Time Is Money Usability issues can be costly and time consuming the longer you wait to address them. But by investing in user testing you can identify problems before their scope is becomes too large and even harder to correct. Without a user test, your UX is incomplete and your product is therefore suboptimal, which consequently has negative long-term effects on market share. Customers will try your website or web-application once, be dissatisfied, give up, and not try again, even after you’ve fixed the problem. It’s too late. So be sure to conduct your own user test or let a UX research services company do the work for you!
Caption: Graphic courtesy of ​The Best UX Tools For User Research And User Testing [2018 Edition]
Usability Converts Conversion rates show the percentage of at which users make a desired action. Desired actions are taken when UX proves to be effective, efficient, and satisfactory. Improve these elements via the findings in a user test in order to bridge the gap between what your platform is supposed to do and what its actually doing, aka boost conversion rates! In the case of eCommerce sites, conversion rates are critical. Higher conversion rates are indicative of higher sales. Achieving higher sales is a result of various factors, however the better your usability, the easier and more pleasurable it is for customers to make purchases. Not sure how to transform your user test findings into an eCommerce solution? Ecommerce website design and development​ ​agencies are pros at creating and modifying eCommerce platforms for higher conversion rates.
Conclusion Thomas J. Watson Jr. of IBM once said, “good design is good business.” Improve your platform’s UX whilst simultaneously in order to save both time and money, as well as boost conversion rates. As a result, improving your business. You should do user testing pre-design, during design, and post-design. If that seems overwhelming, you don’t have to do it alone. Contact Codal, a Chicago UX design company.