Pitfalls Of User-Testing: Acquire Them Here

As soul who e'er dreaded "market research" as well as data, I select to tell that over the years I've piece of work much to a greater extent than appreciative of marketing metrics.  Most importantly, criterion consumer behavior, online as well as offline, has radically improved my marketing results.  Enter the concept of user testing.  In today's invitee post Jason Thai explains user testing as well as the to a greater extent than mutual pitfalls associated amongst it.

User-Testing Overview
Anytime a web-based line organization releases a novel feature, several issues popular up, keeping production managers tossing as well as turning at night:

·         1. Are at that spot whatever glaring bugs amongst the novel feature?
·         2. How volition customers sentiment the novel feature? 
·         3. Did nosotros pattern the characteristic inwards the most customer-friendly way?
·         4. Does the novel characteristic touching on other unidentified areas inwards the site?
·         5. And most importantly, how volition the characteristic touching on overall conversion?

If alone at that spot was a agency to exam your products earlier launch…  Luckily, several companies select built fantastic user-testing platforms, providing companies amongst a puddle of unbiased respondents to supply feedback every bit if they were existent customers.  H5N1 lot of the sites offering cracking features such every bit video walk-throughs amongst step-by-step user interaction.  Another cracking aspect of user testing is that at that spot are few constraints on what y'all tin test.  H5N1 few of the tests we’ve run include:

·         Testing preferences for  earlier as well as later spider web page designs
·         Testing the remain of our companionship catamenia process
·         Testing the usability of novel client features

Also, user-testing is relatively inexpensive, making it a no-brainer for identifying pitfalls prior to production launch.  

What Happens When User-Testing Results Go Against the Grain?
However, are the results of user-testing e'er gospel?   We, at FoxTranslate, a certified translation service ran into that exact issue.  H5N1 few months ago, nosotros redesigned our homepage.  We felt that the redesign to a greater extent than effectively conveyed our fundamental service features as well as to a greater extent than professionally segmented the content.

Current Homepage
Redesigned Homepage
ve piece of work much to a greater extent than appreciative of marketing metrics Pitfalls of User-Testing: Learn Them Here
ve piece of work much to a greater extent than appreciative of marketing metrics Pitfalls of User-Testing: Learn Them Here

To validate our intuition, nosotros ran user-testing to compare the ii sites, expecting our redesigned homepage to live the clear champion.  Unfortunately, the results of user-testing suggested otherwise.

User-Testing Results

If y'all needed a document translated,
which page would y'all to a greater extent than probable use?
Common Themes for Picking the Current Page
ve piece of work much to a greater extent than appreciative of marketing metrics Pitfalls of User-Testing: Learn Them Here
Here is the dissever betwixt the "preferred" electrical flow page as well as the "preferred" redesign page

          “The electrical flow homepage feels to a greater extent than credible as well as has a to a greater extent than professional person look”

          “The electrical flow homepage feels to a greater extent than secure”

          “The electrical flow homepage is much easier to navigate as well as get together information”

          “The electrical flow homepage has a much ameliorate layout”



The results showed that users clearly preferred the electrical flow homepage, pregnant it mightiness live fourth dimension to caput dorsum to the drawing board.  

Call it stubbornness, just nosotros proceeded to exam the redesign on our actual customers using Google website optimizer.  Google website optimizer tested the effectiveness of our novel homepage past times sending one-half our customers to the one-time homepage as well as one-half to the novel homepage.  From there, website optimizer calculated conversion charge per unit of measurement (# of transaction made / site visitors) as well as revenue generated, allowing us to jurist which page atomic number 82 to to a greater extent than transactions.

Results of Current vs. Redesigned Homepage Test

Redesigned Homepage Conversion Rate as well as
Transaction Size Improvement
ve piece of work much to a greater extent than appreciative of marketing metrics Pitfalls of User-Testing: Learn Them Here


Over the course of didactics of a month, our novel homepage generated 17% to a greater extent than revenue vs. the electrical flow homepage on similar client visits.   6% of the increase was due to to a greater extent than converting visitors as well as 11% of the increase was due to people spending to a greater extent than per transactions.

Our Learnings
So, why didn’t the actual results align amongst the results from user testing?  Sometimes, it’s difficult to replicate your customers – Regardless of the results; nosotros are even as well as thus advocates of user-testing.  However, sometimes, it’s difficult to abide by everyday people to replicate your customers.  We’re non selling laundry detergent, as well as thus generic user panels tin alone tell us as well as thus much because they don’t just know what your customers assist about.

About the Author: Jason Thai is a marketing director for FoxTranslate, specializing inwards document translation of business, legal, immigration as well as academic documents inwards over thirty dissimilar languages.

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