Digital Marketing

How UX Testing Helps You Put Customers At The Center Of Your Growth Strategy

Most users are likely to stop using a software application unless they are convinced of its benefits and, most importantly, impressed by its user experience or UX. This speaks highly of the critical role UX testing plays in the success of a software application. But does the UX always get what it deserves in the general scheme of things? Is the question moot? The answer is negative, thanks to budget, time and resource constraints. This kind of testing seems overwhelming, especially when there are too many things to test (products, features, or pages). Omitting or de-prioritizing user experience testing can result in a waste of time, money, and effort your organization has invested. So, let’s understand the importance of UX testing and how it can put customers at the center of your growth strategy.

What are UX tests?

UX or usability testing is a type of testing in which the software application is measured for its ease of use. In other words, it focuses on the ease of use of the application by end users and determines the best way for users to interact with the application. User testing helps you find out what drives customers to buy products or what stops them from doing so. Some of the things users look for in a software application include easy navigation, easy access to product information, hassle-free checkout, easy-to-read instructions / symbols, and social proof, among others. This type of testing is run at the end of the product development and testing process by a select group of target users. During user experience or UX testing, the goal is to identify areas that users find difficult to navigate or perform certain set tasks, as well as determine whether the application is useful, usable, desirable, and accessible.

Why are UX tests better than A / B tests?

In A / B or split testing, users are given two variations (A and B) of a software product to understand which one performed best based on certain parameters, such as conversion rate. Here, even if a variation, say A, works better, it does not necessarily show the effectiveness of A from the users’ perspective. Rather, it simply shows that A is better than B. Usability testing, on the other hand, uncovers the level of effectiveness of a specific solution by testing with real users. It gives you valuable feedback on why a specific feature or functionality is not working or is not suitable from a users perspective.

What are the benefits of user testing services?

Although design aesthetics are important in engaging the user, the following factors or queries can alter the success of a software application.

• How to go to the next page or where to click Next?

• What is the meaning of the icons shown?

• The frequent appearance of certain information, such as how to contact

• Insufficient session time

• The font is not legible enough

• The background is boring

• A complex payment process

The benefits of performing user interface testing are as follows:

• Assess whether the software application is customer-centric and meets customer expectations.

• Help you identify real problems in a software application instead of correcting the wrong ones and save considerable time and money.

• Identify UX inconsistencies and suggest ways to improve customer satisfaction.

• Identify the thought patterns of users as they navigate the software application.

• Get unbiased feedback on the app from real users

• Generate empathy with the user base

• Improve conversion possibilities by observing users and identifying areas where (and why) they are not converting.

• Save money, time and effort by detecting and fixing problems before the application is released to users. Troubleshooting through post-rework development can be significantly expensive and time-consuming.

• Achieve a better NPS score by fixing problems and making the experience a pleasant one for end users

• Spend less time and effort responding to requests for support, as more satisfied customers need less support.

conclusion

Quality testing of a software product eliminates inherent flaws and makes it customer-centric. However, without UX testing there is no way of knowing how the software product will fare once it reaches the end user. And if the software product does not match the user’s expectations and turns out to be difficult to use, then all the effort of developing the product can be wasted. Therefore, it is obvious that usability testing becomes an integral part of the SDLC to put customers at the center of the growth strategy.

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