Why user testing is an essential component of product success
When you run a business, one of the main aims is to try and get customers to utilise your products and services over your competitors. This is why ensuring that the quality of your services and products are superior. One of the best ways to provide outstanding service or quality to your customers is to fully understand exactly what they want when they want it and how they want it. This is where user testing comes into play. Using user testing, you are given the opportunity to get the opinions of your customers before you even finalise or release your product into the public domain. User testing is a great way of fine-tuning your services/products and ensuring the success of it after its launch. In this article, we look at why user testing is an essential component of product success, so read on to find out more!
1. Get a fresh and unbiased opinion
One of the greatest perks of user testing is how it gives you a fresh and unbiased opinion about your product or service. Typically, user testing is done anonymously and amongst a diverse pool of users. The beauty of user testing is that there are no geographical limitations when testing your service or product. This means fresh opinions, unbiased perspective and honest reviews of your services. User testing allows you to see your service or design through the eyes of the viewer – step into their shoes and make improvements to your product based on the unbiased opinion of the masses.
2. Iron out the kinks
User testing is an amazing way of ironing the kinks out in your service or product design before launching it or releasing it to the general public. With your findings that are based off unbiased and diverse opinions, you’ll be able to make changes to your product or service well before you plan on releasing it to the market. Ironing out the kinks will greatly increase the chances of your product’s success post-launch. Often times, products fail due to poor quality, and a great way to ensure your product offers outstanding levels of quality is to test it with users first.
3. Decrease your customer service costs
The last thing you want is for your customer service team to be spending copious amounts of time on the internet or on the phone having to deal with repeated problems or questions about your service or product. This is where user testing really lends a helping hand – dig deep into your customer service call logs and identify what problems your customers or users seem to be facing the most. Based on these findings, you can adapt and finetune your services or products to cater to exactly what your customers are looking for. Through the adaptation of your service, you will, in turn, save your customer service team a lot of time and grief. You’ll also reduce your overall customer service costs whilst creating a much better experience for your users.
4. Increase conversion rates
Unless your company is receiving real user feedback, it is impossible to increase your conversion rates. User testing will show you exactly which parts of your design annoy or frustrate people, where they get confused and insight on what keeps them from converting. User testing is a great compliment to standard A/B testing and analytics because it provides you with a wealth of information about why users do what they do. Making changes based on this data is one of the best ways to increase your conversion rates and overall revenue.
5. Improved customer retention
Last but not least, user testing a fantastic way to improve your customer retention rates. People expect high-quality products and services in 2019, and when they run into difficulty, chances are your competition is just a few clicks away and stands to benefit from your loss. This is why ensuring a great experience for your customers is essential, and the best way of doing this is with user testing. Investing your time and resources into improving your customer experience via user testing is a fantastic way to create brand advocates that will stay loyal and faithful to your business as well as spread the word about your services for you.
We hope that this article has given you some insight into just how important user testing is in the overall success of any business. Armed with the opinions of your customers, you’ll be able to improve your products and services and ensure the longevity of your business success.