The Benefits of Usertesting

Website usability tests are becoming much more popular for a variety of reasons. With most businesses now online, it is very important to test its website usability. These include, cross browser compatibility, mobile responsiveness, navigation functionality and website layout.

I have conducted hundreds of tests for Usertesting.com since 2015.

I have provided feedback and conversion advice for websites, prototypes and mobile apps for various top companies, banks, and other business which operate both online and offline. These include; Nike, Microsoft, Ryanair, Skyscanner, Easyjet, Virgin Media, Lloyds TSB, Adidas, Sky Scanner, Expedia, and Preston Council.

The following are some of the benefits of website usability testing.

1. Lower Costs

I will Identify usability problems of your website before it goes live to enable you to avoid redesign costs which would have inevitable down the line. Not only would you have had that extra cost but you have suffered financially through loss of earnings if your website layout is poor you won’t convert customers into sales.  Another angle you can also look at is saving money on customer support costs because your layout and infrastructure will ensure fewer customer service calls and emails.

2. Enhanced Retention Rate

You only have a few seconds to make an instant impression when someone visits your website. Many people who visit sites leave immediately after landing on the homepage, this is known as (bounce rate)

Usability testing is invaluable to lower your bounce rate as I will help you figure out why your site is unable to retain new visitors. I will look at many different factors as to why some people are clicking away from your website almost immediately after landing on it.

Some of the most common problems are

  • Slow loading home page
  • Not enough content above the fold
  • Awful colour co-ordination
  • The site can only be accessed using plug-ins such as Flash, which the visitors dislikes or does not have.

3. Reduced Shopping Cart Abandonment

If you run and an ecommerce website it is vital that you reduce ‘Shopping cart abandonment’.

Research has shown that many consumers abandon their carts while in the process of online shopping. I will identify the reasons behind your frequent shopping cart abandonment so you can address them. Once this problem is resolved, your conversion rate will improve meaning bigger profits!

4. Enhanced Brand Image

Your website is a very important element of your marketing strategy and overall brand image. The key is to make your website very customer friendly with excellent internal linking, fast loading pages, correct spelling and grammar and a clear, concise layout.

If your visitors have a pleasant user experience on your site, they will also have a positive impression of your brand. Meaning they are less likely to click away to a competitor’s site. Once the trust element with your brand has been made you will receive repeat business and more customers through referrals.

5. Increased Profits and Sales

It is my aim to help reduce your shopping cart abandonment rate, enhance visitor retention, advice on website conversion and give other helpful tips to give you an competitive advantage. Once I have done all this then your sales will improve.

  • To enhance your sales, I will establish if you are targeting the right audience and look at your website analytically and think from the perspective of the consumer and address the following questions.
  • If I was a consumer, would I buy a product from your own site?
  • Can I find product information easily on your site?
  • Should more information required than what is currently available?
  • When a consumer makes a decision to buy, can they easily follow your instructions?
Posted on by Tom Boyce