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Always looking for more leads, sales, subscribers, or customers? What if we told you that there’s one thing successful websites and applications (such as Amazon, Overstock, Uber, and Airbnb) have in common?
That one thing they have in common is that they are never satisfied with their websites and apps. As a result, they are always testing their websites and applications to optimize them for usability. And that testing pays off, because there are 4 benefits of constantly testing your website or app.
Usability is pretty much what it sounds like. It’s a way to describe how easy your website or application is to use. According to Jakob Nielsen, a usability expert, the usability of a website or product is defined by 5 quality components.
- Learnability: How easy it is for users to accomplish basic tasks the first time they encounter your design
- Efficiency: Once users have learned the design, how quickly they can perform tasks
- Memorability: When users return to the design after a period of not using it, how easily they can reestablish proficiency
- Errors: How many errors users make, how severe the errors are, and how easily they can recover from the errors
- Satisfaction: How pleasant it is to use the design
As you can see, there’s a lot that goes into well-designed technology, which is why it’s important to constantly test your website or app. You should always be testing, because perfection is an intangible concept. And for your trouble of constantly testing, you’ll be rewarded with the four benefits of constantly testing your website or app.
Improve your marketing
Our attention spans are getting shorter and shorter, because there’s just so much noise out there to distract us. Did you know that people lose concentration after about eight seconds? That means that getting a user’s attention and converting them with a compelling value proposition is incredibly difficult.
Throwing something on your website and hoping it works (AKA the Spaghetti Method of Marketing) or guessing how to convert your users is a waste of time and a drain on your resources. In this day and age, there’s no reason why your marketing strategy and your usability shouldn’t be data driven.
Testing goes beyond marketing campaign metrics. Testing is the best way to refine the effectiveness of your website and/or app.
There are a ton of things to test to help increase sales and leads. The savvy marketers we know at RTS Labs are always testing for:
- Typography (font, colors, size)
- Calls to action (placement, button color, text)
- Pricing schemes (for example, freemium, free trial, or money-back guarantee)
- Copy on landing pages (short form vs. long form, value propositions)
- Visuals (types of images, backgrounds, different design elements)
- Internal link colors (standard blue vs. other colors)
- Contact form fields
Remove conversion barriers
That’s the general action users take when they can’t do what they want to do easily on a website or app. Cart abandonment rates, unfinished forms, and bounce rates are all signs that there are barriers in your customer’s path to conversion. The only way to remove those barriers is to test your checkout process, contact forms, and landing pages to remove as many barriers as possible.
Common conversion barriers include confusing landing pages, long loading times, lack of trust in the brand or the technology, lack of customer support, and long forms that take too long to fill out or don’t work right. But that’s just the tip of the iceberg. The only way to really know why you’re not getting more conversions is to continue to test the process. Standards and technology change all the time. Keep testing to stay current and offer your users the best experience possible.
Reduce support tickets
When someone writes into support with a problem, it means they are experiencing difficulty with your product. If the same issues keep coming up in your tech support tickets, that’s a good sign that you need to keep testing those features or aspects of your website or app. Hopefully, you’ll be able to troubleshoot the issue, pinpoint the problem, and fix it. And then you’ll reduce the number of requests you receive for support.
In other words, the easier you make your product to use, the less your users will need customer support. Testing is a great way to improve your usability, thus reducing support tickets.
Gain an edge on the competition
Finally, striving towards usability will always help give you an edge over your competition, who may not think to test and collect data on usability. Testing will help you stay sharp and cutting edge, making for a better experience for users.
Usability testing is a best practice if you want to increase conversions, improve efficiency and fine-tune your marketing. Users expect a personalized, effortless experience, and the only way to deliver that is to constantly refine by testing and tracking your website or app’s usability.
What do you want to know about usability best practices or setting up effective testing? Contact RTS Labs with your questions to get the conversation started.