You’d be fool not to employ user testing – continually appraising your site to provide an optimal customer experience. Great product discovery and seamless omnichannel fulfilment are now perceived as an expectation rather than a benefit in retail. You need to know your customers and how they want to interact with your brand. You need to test.
Building the case for investment
Running discreet user testing projects are a nominal cost vs the insight you can generate and the ROI you achieve if you implement change based on your findings. Seeing your customer base fail tasks on your site is a compelling argument that you need to investigate further to find a solution. It also raises questions around whether conversion and revenues can be further increased by solving usability issues. You need a well structured case based on data and heuristics analysis – with your theories supported by unambiguous video evidence. Playing this back to senior stakeholders is the most powerful way to unlock budget. We use remote, lab based and multivariate user testing to deliver unquestionable results.
Example ROI table using an ecommerce usability conversion calculator (try it out)
Validating (or discrediting) your forward strategy
It’s all very well having your three, five, whatever year strategy in place but if it’s been led by internal politics or hemmed in by technical constraints, you will not succeed in this world where the consumer is their own retail god. You can validate your thinking by using rapid prototyping and user testing your approach before implementation. Test, test and test again. Make sure you’re making the right decisions, if they’re wrong you will want to know (fail fast is the new cool right?) before it becomes a significant cost to the business. We help our clients make the right decisions by developing and implementing informed and robust strategic plans.
Optimising your digital estate
If you’ve been through a significant re-platform and want to focus on the front end, but not through a wholesale re-design, optimise in sprints. Through analysis find the key journeys and paths you want to interrogate and focus your resource and budgets where you can create the greatest uplift in sales. We know user testing our works and we’re happy to discuss performance based solutions. Works both ways – you increase conversion, we get paid more. What’s not to like?! We increase conversion and sales through our tried and tested (see what I did?) processes and tools.
Getting internal buy in through co-creation
More often than not senior stakeholders want to be seen and heard when it comes to the site and invariably all other channels. It’s definitely the remit of the new demi god of retail – the Omnichannel Director – to have many fingers in many pies. However, they’re not always omnipotent. A great way to get internal buy-in into the projects your trying to get out the door is to involve them in the process. Workshops, co-creation and rapid prototyping are powerful tools to get buy-in. Iterate and prototype at speed and test their (and yours and our) opinions and assumptions. Bring them on the journey, take their hypothesis and prove or disprove it along the way. This way you don’t need to go them with a whole load of evidence – everyone’s already bought into the approach. We help retailers achieve the ultimate goal of growing their customer base and their business – fast.
- Ecommerce ROI calculator
- Ecommerce ROI: Why Usability ALWAYS Beats Advertising
- For ecommerce managers: typical reasons why people say not to do user testing – and the answers to give them
- The ROI of Experience Design – great video, easy to watch
- Free website ROI calculator
- Running live user testing – getting out of the lab and onto the shop-floor (JOYLAB blog post)
We’re boutique, specialised, expert practitioners and we’re straight to the point. We’re not in the business of shoe-horning solutions and tickbox bolt ons to fit your requirements. We provide results based on unequivocal evidence and complement internal teams to deliver.
If you’re serious about user testing, look us up.