The web is getting harder to use. Yet, some organizations are ignoring it, but the web should never be ignored due to the immense benefits it always offers. An important point to be considered now is that businesses especially e-commerce based companies are losing immense amounts of money due to sales getting affected. Customers, who cannot buy, will not buy anyway but businesses that are spending millions to drive the visitors to their websites are at a loss. Once the customers are driven to the website, the customer visits do not get converted into sales.
The root of this problem is none other than ‘Customer Experience’ and the need of the hour is performing effective Customer Experience Testing. The web isn’t mainly about usability, technology or design but it is also about effectively gauging the preferences of the customers to attract more sales. The real key for success, or failure, in online sales is great Customer Experience. In User Experience Testing, the usability geeks are well aware of information architecture and general navigation, which makes the functional tasks easy but the important potential issues remain unidentified. In Customer Experience Testing, there are many more external variables that are embedded which help in identifying primary issues in any application.