The Internet has completely reshaped the way we shop. Going to the grocery store has become optional, finding specific products is drastically easier, and customer service has become less about product knowledge and more about the knowledge of the company’s website. Examples of former industry giants, such as Toys-R-Us, have shown us a hard truth: if your business does not adapt, it will be phased out by those who do.
When browsing your favorite website or the online store you frequent most, it can be easy to overlook how much thought went into the construction of the website. The websites usually feel easy to use, with short wait times and clear instructions to help you navigate through the website should any questions arise. It seems like they have it all figured out. But how? The answer lies in User Experience Testing.
User Experience Testing (also known as UX) is the process of testing how user-friendly the navigational design of a website or online store is. It can be a game changer for any business. Research done by Forrester Research found that companies that weave design principles into every aspect of their business outperformed the S&P Index by 219% over the course of 2004-2014. Companies that prioritized design also had 41% higher market share and 50% more loyal customers.
“Ease of use” is key in UX testing. According to Adobe, 39% of people will stop engaging with a website if the images take too long to load, 45% of users will give up if registration is taking too long or is too difficult, and mobile users are 5 times more likely to abandon a task if the website is not optimized for their device. UX can even effect internal aspects of your business. In 2013, Avon put a halt on a $125 million software overhaul because sales reps found the new platform too difficult to use and began to quit. The Institute of Electrical and Electronics Engineers found that approximately $150 billion is lost annually due to wasted development time that could have been avoided with a more user-centric approach.
UX testing can be the deciding factor in your company’s success. From increasing the amount of website visitors that become loyal customers, to simplifying your internal procedures, UX testing can be a valuable tool that sets you apart from your competition. Interested in UX research for your business?
Observation Baltimore can be a key partner in your UX research and help your company reach new heights!