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How User Testing Shapes Digital Products and Customer Satisfaction

2nd October 2023

What is User Testing?

User testing is analogous to asking your friends to try out a product you’ve produced, to put it simply. Consider creating a toy or game and wanting to determine whether it is enjoyable and simple to play. Similar user testing is done for websites and apps. People who didn’t build it check it out and report back on what works and what doesn’t. This makes it better and simpler for everyone to utilise websites and apps. London-based digital consultancy WeAgile will conduct user testing on your new website or app if you are one of our very fortunate and satisfied customers. Why not reach out to us right away to learn more? But now – onto User Testing.

How User Testing Works

To make user testing feasible and effective, you’ll need to take a number of actions. Here is a brief explanation of each of the steps; we will go into greater detail on some of them in the blog.

1. Develop Your Digital Product:

This could be a brand-new website, app, or other digital product created to address a particular user demand. The testing procedure is built upon this phase. Simply put, there won’t be anything to test without the product (even if it’s an MVP).

2. Select a Testing Method:

Based on your objectives, pick the testing approach that is best for you. (Read more about down below). Depending on the insights you want to gain, this may involve usability testing, A/B testing, or even eye-tracking experiments. Each approach presents a distinct viewpoint on user engagement and pleasure.

3. Recruit Your Test Participants:

Find the people that most closely resemble your target market. You can be confident that the feedback you receive correctly represents the experiences and preferences of your real users by selecting participants who are representative of them. Trust us when we say it. Below, we go into further depth regarding several locations where you might discover your test subjects.

4. Pick the Right Testing Environment:

Select a suitable area to carry out the experiments. If you’re conducting online testing, this could be a controlled environment, a real-world scenario, or a remote environment. The setting ought to reflect the way users would naturally engage with your digital work. Most likely, the people who take part in your test will test your website or app from home, on their own schedule. Just always tell them when they have to turn in their results, so keep reading.

5. Set the Test Duration:

Find out how long it will take each participant to finish the test. By evaluating how long customers generally spend navigating through your digital product, you can make sure that the testing period is reasonable and doesn’t pressure participants.

6. Distribute the Test:

Give the chosen participants access to your digital product and the essential instructions. Sharing a website or app’s link may be necessary for this. Consistent outcomes across participants are ensured by clear criteria.

7. Analyse and Interpret Results:

Gather and assess the information and comments gathered during the testing process. This entails assessing user interactions, watching how they behave, and taking into account their input. To learn how consumers interact with your new app or website, look for patterns, insights, and pain areas.

User Testing Methods

Given that we discussed a variety of testing techniques in the preceding section, you may be asking how to do user testing for your product. There are various methods for conducting user testing because every product, prototype, and feature is unique — just like every firm. We’ll examine the three most popular ways WeAgile, a web design and development company in London, has had tremendous success with. There are various approaches that may be utilised for user testing.

A/B Testing

In A/B testing, you split up your test subjects into groups (which could be two or more) and have them try out several iterations of your product to determine which they prefer. This enables you to determine whether version delivers your clients a better user experience and makes them happy. A/B testing involves exposing your clients (or test subjects) to various versions of your product. It’s comparable like testing various ice cream flavours to determine which one they prefer. You get to observe what actually excites your customers rather than assuming based on what you know about them. Even if you are confident in your knowledge of your clients, A/B testing may still surprise you and reveal something intriguing. There is a reason why huge companies (like Facebook) do A/B testing regularly.

Usability Testing

It does sound a lot like user testing, don’t you think? It is not, however, the same. Before getting into the specifics, let’s first examine the distinction. The entire range of client interactions with your website or app is captured during user testing. This may include — from when they first come into contact with the object until when they cease using it, their thoughts, feelings, likes, dislikes, reactions, and behaviours related to the item. On the other hand, usability testing focuses on how and to what extent a client uses your product to accomplish a certain goal. Even if it helps to make the user experience as a whole, this isn’t the whole journey.

Giving a product, prototype, or feature to actual customers (or your test subjects) allows you to gauge how user-friendly it is. Usability is the ability of a product to be useful and simple to use. You can determine how naturally your actual users find your product, prototype, or feature by conducting usability testing.

Beta Testing

Beta testing happens in the last stages of developing your website or app. It occurs when you present your finished product to your clients and target market and allow them to closely examine how it will look when it is ready for release. Prior to entering the market, this testing phase serves as the final customer approval.

When should beta testing be used? It’s ideal when you’re almost done creating your product and want to get one more opinion before releasing it to the public. This step gives you the chance to make any last-minute adjustments to the user experience, making sure it’s excellent for your clients. Other user tests throughout the design process ought to have been conducted before beginning the beta testing phase. This is so that only the most significant and final product upgrades are subjected to beta testing. By getting client feedback beforehand, you’ll probably only need small changes—if any—during beta testing. By using this tactical approach, you can be confident that your product is polished and prepared to shine.

User Testing Metrics

A variety of measurements used in user testing are used to assess the usability and efficiency of your website or app. These metrics offer insights for improvement by quantifying user interactions, engagement, and satisfaction. Here are some metrics from user testing that you can find helpful for your website or app. Keep in mind, though, that not all of these will apply to your digital project because every website and app is different (in its own way). These metrics offer insightful data on how people interact with your websites and apps, assisting in the development of improvements and optimisations that will result in a flawless and pleasurable user experience.

Task Success Rate: this measures the percentage of tasks users successfully complete during testing, indicating how well your design supports their goals.

Time on Task: the time users spend on specific tasks. This could indicate how intuitive and efficient your design is.

Error Rate: this metric calculates the frequency of user errors during tasks, shedding light on confusing or challenging aspects of your product.

Click-Through Rate (CTR): for links or buttons, CTR measures user interaction by showing how often they click on these elements.

Bounce Rate: for websites, this measures the percentage of visitors who leave after viewing only one page, indicating a lack of engagement.

Navigation Flow: it maps users’ journey through your website or app, revealing any confusing pathways or friction points.

Satisfaction Ratings: these are often obtained through post-test surveys; these ratings provide insights into users’ overall satisfaction with the experience. You could also do short (or in-depth) interviews with the test participants if the time and resources allow.

Net Promoter Score (NPS): this measures users’ likelihood to recommend your website or app to others (be it their friends, family or promotion on social media channels). This reflects their overall satisfaction – the more satisfied they are, the more they will promote it – as simple as that.

Conversion Rate: for e-commerce sites, this measures the proportion of visitors who complete desired actions, such as making a purchase.

Scroll Depth: tracks how far users scroll down a page, showing if important content is being missed.

Time to Complete Tasks: it is what it says on the tin. This quantifies the time users/test participants need to finish tasks, revealing potential obstacles or ease of use.

Why is User Testing so Valuable?

User testing works like a detective, swiftly identifying the precise issue so that your team doesn’t spend time and resources on the wrong thing. It involves making a quick investment in the appropriate cause. Your product, feature, or prototype may be simple to use for your team and designers, but it could not be for your actual customers. User testing reveals areas in which your product might be more appropriate for your target market. It highlights the areas where people might become perplexed or irritated. Since user testing takes place prior to the release of your product, you can utilise this information to keep making improvements until you’ve created a user experience (UX) that you’re truly proud of.

Where to Find Users to Test Your Website or App?

To get insightful feedback on your digital products, you must enlist consumers to test them. If you’ve decided to attempt to do it on your own, here’s how and where to do it.

Your Network: Start by reaching out to friends, family, and colleagues who fit your target user profile. They can provide initial insights and help you refine your testing process.

Social Media: Post a call for participants on your social media accounts or in relevant groups. Explain what you’re looking for and the perks of participating (e.g. an Amazon voucher or a free subscription to your app once it launches). Platforms like Meta, LinkedIn, and X can be effective.

Online Communities: Participate in forums, discussion boards, or online communities related to your product’s niche. Engage with users, build rapport, and then invite them to test your product.

User Testing Platforms: Websites like UserTesting.comUserlytics, and TryMata allow you to recruit users based on specific demographics. These platforms handle the recruitment process for you – easy but not always cheap. There are a couple of more you can have a look at – Helio.app (formerly Verifyapp.com), UXTweak.com.

Email Subscribers: If you have an email list, send out an invitation to your subscribers. They’re likely already interested in your product and might be willing to participate.

In-Person Events: Attend relevant meetups, conferences, or workshops. Engage with attendees and invite those who align with your target audience to participate in testing.

Universities: If applicable, approach universities and colleges to recruit students who match your user profile. Many students are open to participating in user testing.

Local Communities: Utilise local bulletin boards, community centres, or coffee shops to post recruitment flyers. This can help you find participants within your area.

Referrals: Ask your current participants if they know someone else who might be interested in testing your product. Referrals often lead to engaged participants.

Paid Advertisements: Consider running targeted online ads to reach your desired user demographic. Platforms like Facebook Ads and Google Ads can help you reach a wider audience.

User testing enables us to improve, innovate, and create digital solutions that genuinely resonate with our audience with every click, scroll, and interaction. By embracing the art and science of user testing, we not only produce useful products but also experiences that have a lasting impression on users and the digital world. Let us at WeAgile join you on this exploration as we work to improve customer satisfaction, elevate our design, and push the envelope of what is conceivable for websites and mobile applications.

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