We currently live in a world where customer feedback is a key factor when it comes to developing a successful product. Anything from services, website or mobile applications, it is important to focus on incorporating user testing to identify the performance and usability of your products.
What is User Testing?
User testing is the process of observing and tracking the behaviour of real users whilst they use one of our products. This method is a great way of gaining insights as well as measuring the usability of your products before its launch. By generating feedback from real customers, you will be able to ensure that the development of your product is strictly tailored to your customer needs. Doing this will help you to achieve marketing objectives and conversions by improving the overall user experience of your products.
It is important to consider user testing within your development process as this can help you to achieve all of the following:
- Great User Experience
In order to successfully fulfil these goals, it is important to base your testing on the following questions:
- Do people enjoy your products?
- Is your product easy to use by customers?
- Does the design and layout of your product appeal to customers?
Gaining feedback that will answer these questions will help you to truly identify the effectiveness of your product. There are various different tests that you can use to complete this.
Moderated User Tests
Moderated tests are similar to most user testing examples but is accompanied by moderators. Specifically performed on products during the early stage of development, these moderators are there to guide users through the test, answer their questions and gain feedback. This is an effective process as it allows moderators to collect more targeted feedback which will in turn, allow developers to create a product that meets the specific needs of your audience.
Unmoderated User Tests
Unmoderated tests are run remotely and require the presence of specific tools or SaaS platforms to automatically record user insights and interactions. This method provides customers with pre-determined tasks where they are later asked to produce both positive and negative feedback.
As this test is not supervised by a moderator, it is important to provide clear instructions to avoid customers getting confused on how to perform the test. Not only is this options cheap and easy to implement, but they can also be run at a much larger scale than most tests.
Focus groups are designed for companies to engage with several participants and gather the needs and expectations of your product. Specific questions will be asked to determine the opinion of each user and relevant changes will be performed to ensure the product meets the needs of each participant.
Surveys can be performed both online and in person and are a quick, cheap and reliable way of gathering the feedback from a variety of users. With this method, it is important to target the right audience in order to achieve relevant responses for your product.
These tests are often performed after the development process and include two products with different layouts and navigation tactics. This allows companies to gather analytics that show how each user performs on both products. You can determine the effectiveness of each design by collecting data such as clicks, average session duration and bounce rate. The outcome of each test will allow you to decide which product is more effective when it comes to the user experience.