How to sell more by UX Testing

Barend FaberSenior Customer Success

ManagerWhatUsersDo

● UX Testing is easy● Why you should bother● How it’s worked for others● How to do it tomorrow

(free)● Bonus: 5 tips to sell more

Agenda

UX Testing is easy

Set tasks for people to follow on your site

●Find a product you would genuinely buy and add it to your basket

1

2 Choose people to take part●Demographics●Device – Desktop, Tablet, SmartPhone●Custom screener

Watch videos●As they attempt tasks●Saying what they’re thinking●To find out where they struggle

3

Why bother?1. Improve online sales

by identifying (and then removing) user friction

2. Stop wasting time guessing at what to improve on your site

3. Reduce the cost of avoidable contact

Why bother?1. Validate new

features, products and pricing

2. Optimise marketing costs – watch users search

3. Take the best from your competitors

Why bother?1. Settle internal

arguments with the “customers voice”

2. Prioritise your roadmap around users needs / wants

3. Get closer, closer closer

Just like these 5

HALVED BOUNCE RATE

+ 18% ONLINE SALES

BETTER PPC RETURN

TESTING REVEALED HOME PAGE PROBLEMS

INCREASED SALES

STOPPED WASTING TIME AND EFFORT GUESSING WHAT USERS NEED

TESTED TO IDENTIFY AND REMOVE USER FRICTION

INCREASED SALES

STOPPED WASTING TIME AND EFFORT GUESSING WHAT USERS NEED

TESTED TO IDENTIFY AND REMOVE USER FRICTION

+25% CONVERSION RATE

+115% REVENUE

TESTED MOBILE PURCHASE & NEWSLETTER JOURNEYS

Good news: none of the changes were massive.

Try it freewhatusersdo.com/screen-

pages

Bonus! 5 Tips to increase Sales…

If you don’t have a phone number say why1

2 Treat your Returns Policy as a high converting page

●Easy to find: link on PDPs and throughout checkout

●Easy to understand: not written by a lawyer

3 Mine your search logs●Take the top 20 on-site search terms and

ensure the relevant product or categories are displayed on your Home Page

●Search can show you what many users can’t find when they land

4 Squint your eyes●Look at each of your top 10 landing pages●See if anything on the page looks a like an

ad●Change its design so it doesn’t (to stop

people ignoring it)

5 Is your cookie message dominating your mobile home page?

●Reset your mobile cookies●Shorten or move the cookie message for

mobile devices

Five Tips1. No phone? Say why.2. Returns Page

converts3. Mine search logs4. Squint to remove

“ads”5. Cut mobile cookies

Barend FaberSenior Customer Success

ManagerWhatUsersDo

● UX Testing is easy● Why you should bother● How it’s worked for others● How to do it tomorrow

(free)● Bonus: 5 tips to sell more

I set out to

Try it for yourself:

whatusersdo.com/screen-pages