5 Benefits of User Testing on an Ecommerce Store

Irene Wanja Nov 30, 2021

Reading Time: 5 minutes

When users visit your ecommerce store, they expect to be able to navigate smoothly from one point to another and easily find the product(s) they want to buy. But even if you design your store to be intuitive, there’s a good chance you have overlooked a whole bunch of things that will make your customers think twice or even abandon shopping. This is where user testing comes in.

User testing in optimizing e-commerce store navigation and user experience.  Value of identifying and addressing potential issues.

 

Benefits of User Testing

User testing allows you to identify usability issues with your store, like friction, clarity, trust, bugs, and the like—all of which affect your store’s user experience (aka “UX”). So, let’s get into some of the specifics!

1. Get feedback from real users

Running a user test gives you the opportunity to see how users view and interact with your store. As users navigate through the different pages and speak out loud, they tend to mention problems they encounter, how some elements of the store confuse them, or what questions they have in mind. When you gather feedback from these users, you’ll be able to say goodbye to assumptions because you’ll have real-life scenarios to show you what’s actually happening.

Value of collecting feedback from real users during user testing to understand how they interact with an e-commerce store and identify potential issues

 

2. Uncover how easy it is for users to complete their tasks

By looking at the different tasks assigned to user testers, you can see how easily tasks can be completed and/or what hurdles users face. Seeing the user’s journey in completing these tasks allows you to determine what kind of questions or doubts they have about your store. Here you can find out if there are issues with clarity or trust that cause them to question the authenticity of buying from you, or even what’s causing the cognitive load while shopping, resulting in them having to stop and think.

Identifying potential issues, clarity, trust, and cognitive load that may affect the user experience

 

3. Discover potential problems

Conducting user testing lets you pinpoint the real-world flows and challenges users encounter, either via them speaking their thought patterns aloud or by seeing the problems they encounter while performing UT tasks. Most of the time, developers and store owners overlook these issues because they think their store already has everything it needs … but when you see things from the user’s point of view, it can open up new possibilities and solutions for improving your store’s user experience.

Value of viewing the store from the user's perspective to uncover new possibilities and solutions for enhancing the user experience.

 

4. Cut down on development time and costs

It is usually very expensive and time-consuming to fix your site, so the last thing you want to do is spend time and money fixing something that isn’t broken—yet another reason why user testing is so important. When you do user testing and uncover the problems users are actually encountering, it’s a lot easier for your developer to fix them because you know exactly what and where the disconnect or obstacle is … which saves development time and costs, both for the developer and the business owner.

User testing provides developers with precise information on the issues, leading to efficient and cost-effective solutions.

 

5. Design for the user

There are some issues that you, as an ecommerce store owner or a developer, may not see or even realize are a problem. What we do not realize is that the person who is supposed to use and interact with our creation, acts and thinks differently than we do. User testing helps us design for the end-user and ensure that their experience comes first. It’s important to focus on functionality (i.e., how easy it is for people to navigate your store and complete checkout), not aesthetics.

Importance of prioritizing functionality and ease of navigation over aesthetics in store design.

 

What to Expect 

So, you’ve conducted user testing on your store and fixed all the usability issues identified while doing so. Now what? (This is the fun part.)

1. Boost in your store’s conversion rate

Once you’ve made the necessary changes indicated by your user testing results, you can be sure that your store’s conversion rate will increase. Why? It’s simple: you have now created a better shopping experience for the end user. You’ve solved the problems of clarity and trust and eliminated or improved the cognitive issues that were present. As a result, your users now have an unobstructed path to follow during their shopping experience, helping them reach their destination faster, and increasing conversion rates.

Creation of a better shopping experience through improved clarity, trust, and reduced cognitive issues, leading to a higher conversion rate for users.

 

2. Increased customer satisfaction

Now that you’ve improved your store’s UX, customers will be able to shop more easily and confidently. You’ve removed obstacles, addressed objections, and shown that you care about their needs and questions. This all creates trust … And the more people trust you, the more likely they are to buy from you! 

Tip: If you want to know how satisfied your customers truly are, check out the feedback they receive through live support or email.

Increased customer satisfaction as a result of enhanced user experience on an e-commerce store

 

3. Guaranteed customer retention

Having satisfied customers gives an ecommerce business owner the joy of knowing their customers are there to stay, and that they will shop with you again in the future. It’s true when people say, “If you take care of me, I’ll take care of you.”

Taking care of customers leads to their loyalty and future shopping with the business

 

Conclusion

Your customers are valuable. After all, you wouldn’t be here if it weren’t for them. So, they must be taken care of with the utmost care and diligence. As an ecom store owner, you need to create and design a user experience that makes your customers feel you’ve gone the extra mile to give them the best shopping experience possible. Run user tests from time to time and use the data to make informed changes that will improve your store’s UX and increase your conversion rate (while saving you a lot of time).

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About the author

Irene Wanja

Irene, a skilled Revenue Optimization Specialist for Build Grow Scale, combines an unparalleled focus on user research and a deep understanding of the ecommerce customer journey to orchestrate optimal shopping experiences. With an uncanny knack for detecting and addressing customer pain points through meticulous user testing, she utilizes tools such as moderated user tests, heatmaps, scrollmaps, and clickmaps to fast-track improvements in user experience and usability. Her keen eye for detail aids in swiftly spotting potential issues and implementing solutions, all while working closely with store owners and applying her intricate comprehension of user interactions. Passionate about software and technology, Irene immerses herself in enhancing her clients' business clarity, efficiency, and user satisfaction. Even though the value of user experience doesn't conform to a conventional numerical scale, the tangible outcomes of her work—improved user experience, amplified retention rates, and reduced customer support issues—are testaments to her prowess. Beyond her revenue optimization skills, Irene is a skilled writer and copywriter. She weaves her profound insights into engaging prose, crafting content that not only resonates with diverse audiences but also demystifies the complexities of user experience, consequently benefitting businesses worldwide.

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