What is User Experience and why is it so important ?

Increase sales. Grow visitor numbers. Build brand loyalty

What is the User Experience ?

The User Experience is everything that happens to your users when they interact with your business or organisation via your website, application or online communications. It includes everything they see, hear and do as well as their emotional reactions.

Why is the User Experience so important ?

For many years, hugely successful companies like Google, Twitter, eBay and Amazon have recognised that the User Experience has a direct impact on their bottom line. These companies didn't succeed by chance. They continuously test every aspect of their business with real users to ensure high levels of customer satisfaction.

That's because on the internet, the customer is king. At any point your visitors can opt to leave your website and go elsewhere - usually to a competitor. We have all experienced this when we've visited a website that was slow or buggy or simply made it difficult for us to achieve our objectives.

Common sense tells us that if your users can't find information easily or have trouble buying your products they will quickly leave your website and shop elsewhere..

And they won't come back.

The "2011 User Experience Buyer's Guide" by Econsultancy identified that a good User Experience

  • Increases Sales and online conversions
  • Improves brand perception
  • Improves Google search rankings
  • Reduces customer dis-satisfaction and churn
  • Reduces the costs of development and support

What is User Experience Testing ?

User Experience Testing has several names; UX Testing, usability testing, user testing; they all refer to the process of understanding what users do and why they do it.

Traditional user testing involves individual test participants who are recruited to sit at a computer and be observed carrying out tasks that they are given. The process of watching and listening to real people carry out these tasks provides a great insight into what works and what doesn't, and critically - WHY.

Traditional usability testing is very effective but it is time consuming and expensive and, as a result, few organisations invest in it. We believe that everybody should be able to reap the benefits of UX testing so we created WhatUsersDo to make the whole process faster, easier, and much, much cheaper. For everyone.

It sounds simple. And it is. But it is an extremely effective way of helping you understand what you can do to improve your user experience and increase sales, build brand loyalty and grow the number of customers coming to your website.

How does User Experience Testing help me ?

User Experience testing let’s you see your website (or any digital content) from the perspective of a real user.

It’s about observing what people actually do and hearing what they think as they interact with your website, application or marketing.

It’s the best way to discover what works (so you can do it more) and what doesn't and WHY. Then fix it.

If you use analytics software (like Google Analytics or Omniture) then your conversion goals, funnels and statistics will tell you a great deal about what happens on your website. User experience testing tells you WHY.

Why your users stay and why they leave

Why they buy and why they don't

Why they pay and why they abandon their shopping carts

Why they buy from your competitors and not from you

In fact, you can test pretty much anything and find out what your users do and why they do it.

What the experts say

“You can increase sales on your site as much as 225% by providing sufficient product information to
your customers at the right time.”
(User Interface Engineering, 2001) - user experience testing will identify if your product information is sufficient or not, and what to do about it.

“Approximately 63% of large software projects are over budget and the top four reasons rated as
having the highest responsibility were related to usability engineering.”
(Nielsen, 1993)

"Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it."
- Jakob Nielsen

What’s the return on my investment?

Increasing the conversion rate of current website users through user experience testing can be substantially less expensive than increasing advertising/SEO costs to try to attract new customers, but with the same effect of an increase in sales.

A recent survey suggested spending 10% of your development budget on usability should improve your conversion rate by 83% (Nielsen, 2008). But this survey assumed hiring expensive labs and consultants -  with online user experience testing, you need spend much, much less of your development budget.

WhatUsersDo.com makes user testing faster, easier and cheaper. For everyone.

"Studies show that for every dollar a company invests to increase usability, it receives $10-$100 in benefits, and wins customer satisfaction and loyalty". - IBM

"Improving user experience can increase both revenue and customer satisfaction while lowering costs." - Forrester

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