3 essential lessons gained from current user tests and key factors that help you to boost digital performance, particularly on mobile devices.
User testing is a quick and effective way of optimising the user journey, finding leverage for conversions and prioritising the right measures on your digital roadmap. We've summarised the reasons for focusing on mobile testing and how this can help you become a mobile hero for your customers here.
Mobile consumer activity has increased significantly – Brands are still focusing on desktop users
Over the last 2 years e-commerce and mobile e-commerce have immediately become matters of life and death for businesses. Mobile surfing and shopping have rocketed, since new target groups have now become mobile users.
Surprisingly, although there have been lockdowns and people have spent more time at home, instead of using PCs and laptops it's mobile devices that have accounted for the greater growth in traffic. Most usage has been explained by occupational purposes. Smartphones, however, are very commonly used for private purposes. Users mostly consume entertainment offerings (podcasts, videos, apps for meditation & relaxation); or they conduct numerous daily purchases like shopping & household tasks, such as ordering food, looking for recipes, searching for and ordering consumer goods, and all kinds of Click & Collect activities. Mobile shopping has now become commonplace.
How do businesses manage to create a fantastic user experience?
A study conducted by McKinsey shows consistent and analytical design & customer orientation can generate financial performance improvements of up to 33%. The following 4 factors explain the success of these leading companies, and why they will continue to be digital heros.
User testing is a cheap, quick and cost-efficient way of discovering the changes that need to be made to improve customer orientation for users of mobile devices, to raise your conversion rate and to stand out as a digital hero. Iterative user testing accompanies progress along the digital roadmap to take a business all the way from good to great.
What are the benefits of user testing?
User testing and customer research doesn't have to be complicated and tedious. 5-7 short tests help to identify 80% of the obstacles users commonly encounter on their most important customer journeys.
Testing is effective. Wherever we need to ask "Why exactly does the customer do that?, we need to employ qualitative user research methodologies, such as user testing, open-response questionnaires and panel interviews. These allow us to discover the motives, needs and 'pain points' of individual users. Ideally, this qualitative approach is complemented by quantitative evidence, such as from Google Analytics and Hotjar, to discover critical event triggers before they occur - like high bounce rates within the conversion process, or strange click behaviour. This also helps retrospectively when checking findings quantitively and measuring progress meaningfully.
Testing is effective. A profound understanding of, and insight into the problems faced by, test users allows precise changes to be made. Ideally, user testing is an ongoing procedure repeated along the route of your digital roadmap to provide an ongoing progress report in the course of digital transformation.
Testing is cheap & and limits expenditure later. The earlier customer feedback is used when developing and launching products, the lower the costs. Rapid and precise tuning can be done and help to avoid expensive and disappointing failures.
The 3 major mobile challenges & what they teach us
Here, we've compiled a summary of the most important things learned from our most recent user testing activities. It provides an overview of what causes mobile users the greatest problems, and where minimal adjustments can be of major benefit.
A needle in a haystack - Product searches are complicated
Users are often overwhelmed by the range of products and don't know how to limit their searches, particularly using mobile devices.
2. Look out! Here comes a text avalanche
To find what they need, users are still being expected to sort through swathes of text that look even longer on mobile devices.
3. Complicated procedures and products are shown in too much complexity
Users often lose patience and give up when a company's complex internal data structures are shown at the touchpoint.