Usability Testing helps you in identifying whether a product meets the user expectations and needs. It allows delivering a product that is more intuitive to use. You must test your website for its usability. If you haven’t got any complaint on your website, it doesn’t mean that all the visitors are using your website to their full satisfaction. In fact, they are quickly navigating away from your website.
Myths
There are many myths around usability testing like some people say that they don’t need it as they are already using traffic analytics, some people think it is too complicated and some think it is tedious and costly but don’t let anyone convince you that it isn’t worth doing.
Use your 4-6 users to see the results, put focus on your results and highlight the most engaging insights. Analyzing each user experience on your website or web application is very crucial.
To understand the value of it, let your testers perform the same functions on your web application or website vs. one or two competitors and see the results. You might come to know that you have a competitive advantage you didn’t know about or you might understand why your competitor is drawing more number of customers than you. This will probably make you get some crucial insights along the way.
Sometimes the best way is to start taking 2 minutes to play up videos of usability studies in your weekly meetings. It will definitely not take long time for you to start focusing on user experience and start fixing usability issues.
Optimization
An optimized web application or a website can transact a considerable level of sales. Many companies that rely on web applications don’t think usability testing is worth because they may not be aware of what it can do for their company. W3C validation tests help you identify why a website is not displayed properly on devices of varied sizes and why elements are slowly loading. Making sure that your website’s code complies fully with these standards is very important. W3C standards help improve issues of accessibility, and a fully W3C-compliant website will be cross-platform compatible.
Competitive Test
Run a competitive test and you will identify that there are no major usability problems on your website but you will come to know that your customers are checking out more faster on your website without buying anything than that happening on your competitor’s website.
Companies need to understand the major differences between traffic analytics and usability testing because traffic analytics will tell what happened while usability testing will tell why it has happened. Usability testing is one of the ways to achieve significant results like discovering conversion advantages so that you can substantially increase revenue.
Time and Cost Constraints
Gone are the days when the logistics of usability testing has made it daunting and very expensive. Today, testing tools and emerging technology options will let you do it more efficiently. It is excessively complicated and highly time-consuming — this is what some small-medium businesses think it is as a major concern.
Large businesses typically have the resources to handle usability testing but it becomes a huge question of priority for them. But is it too complicated and time-consuming for small businesses as well? Small companies should also understand the importance of usability testing, perform it and make sure that all the users started experimenting with their applications. Within a few hours, they will find key issues in user experience. The entire process, including analysis may take about a day or two.
Gradually, some companies started realizing that user digital experience has a direct impact on their business. They began to continuously test every element of their web application with real users to ensure high levels of customer digital experience.
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