You’ve invested time and money in website UX optimization, conducting a site audit and creating a new information architecture and UI.
 
Don’t forget the final and most critical step in the user-centered design process: user testing to ensure the best possible customer experience.
 

Digital Tools Make It Easy

User testing doesn’t have to be as daunting – and expensive – as the traditional focus group in a lab environment. There are many digital platforms available to help you recruit volunteers and conduct tests.
 
One of our favorites is Usertesting.com, a site that uses crowdsourced testers who are ready and waiting. You can even define your target attributes, such as age or gender.

 
“Think Aloud” Testing

Listening to real users narrate their way through your web pages – known as “think aloud” testing – is incredibly valuable. Test your current design against the new web design by giving users simple tasks, like finding a certain product, looking up information, downloading material, or making a purchase.
 
Imagine the important insights into the user thought process!

• “I’m not finding what I need here…”
• “Yes, that’s it. I see it…”
• “I’ve put it in the cart and now I can’t change the color…”
• “Not sure what to do next. So frustrating…”

The UX experts at NNG call think aloud testing the #1 usability tool, and for good reason.
The benefits include being:

• Cheap because you don’t need special equipment to gather insights
• Robust because it’s easy to get good findings (without a lot of statistical expertise)
• Flexible because you can use it any stage of development
• Convincing because clients love direct insight into how their customers think and act 

Reap The Rewards

The clarity and usability gained from user testing can offer you:

• Increased revenue from improved conversion rates – and customer retention and advocacy
• Reduced development costs (removing things like features or content no one cares about)
• The ability to proactively fix usability issues, like spots where users get stuck
• Seeing your design through the eyes of your users for a fresh perspective

 
Ready to revamp your website UX? Check out Signal’s new featured article, User-Centered Design Playbook, to learn how. 

Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.