User Testing Is Key to Your Ecom Success

Irene Wanja Oct 25, 2022

Reading Time: 4 minutes

It’s common for ecommerce entrepreneurs to ask themselves whether user testing is really necessary for their online store. After all, isn’t it enough to just create a well-designed website and hope that customers will intuitively know how to use it? Unfortunately, it’s not that simple. A study by the Baymard Institute found that 68% of users have encountered problems while trying to purchase products online, and 26% of those users have abandoned their shopping carts as a result. This means that even small usability issues can have a significant impact on your business. User testing can help you identify these issues, make the necessary improvements to your website, and provide you with valuable insights into how customers perceive your brand as well as what they’re looking for in a product. Now, let’s dive into five things user testing helps your ecom store achieve!

conducting a user testing for an ecommerce store to find customer pain points

1. Improved customer satisfaction

User testing for ecommerce can have a number of benefits, but one of the primary ones is that it can lead to improved customer satisfaction. When customers are able to easily find what they are looking for and navigate your website with ease, they are more likely to have a positive experience and be satisfied with their purchase. Additionally, happy customers are more likely to return to your website in the future and make additional purchases. User testing can help you identify potential problems with your website before they cause customer satisfaction issues. By correcting these problems, you can create a better experience for your customers which will lead to improved satisfaction rates. 

demonstrating the positive impact of user testing on ecommerce customer satisfaction rates


2. Increased sales and revenue

Another benefit of investing in user testing for ecommerce is that it is a powerful tool that can help ecommerce businesses to improve their website and increase sales. By testing with real users, businesses can get valuable feedback about the user experience on their site. This can help to identify problems and make necessary changes to improve the overall experience for visitors. Additionally, happy customers are more likely to make purchases and tell others about your website, leading to increased sales and revenue. By ensuring that your website is user-friendly, you can increase sales and revenue, as well as create satisfied and loyal customers.

Graph showing the increase in sales and revenue after implementing user testing in an ecommerce business


3. Reduced costs

By investing in user testing, you can reduce the need for customer support, reduce shopping cart abandonment, and improve the overall design of your website. Additionally, user testing can help to improve the usability of your website, making it easier for customers to find what they are looking for and complete their purchase. In the long run, investing in user testing can save you money and help to grow your business.

reducing shopping cart abandonment through user testing


4. Improved search engine rankings

Another benefit of investing in user testing for ecommerce is that it can lead to improved search engine rankings. This is because search engines use user data to understand how easy it is for users to find what they are looking for on a site. If a site is easy to navigate and find information, then it is likely to rank higher in search engine results pages (SERPs). This can lead to increased traffic and sales as more people will be able to find your website when they are searching for products or services that you offer. User testing can therefore be a valuable tool in improving a site’s ranking and visibility.

improved search engine rankings following user testing


5. Increased customer loyalty

Any ecommerce business owner knows that customer loyalty is key to success. Not only do repeat customers tend to spend more money, but they also help to generate word-of-mouth buzz that can attract new customers. So how can you ensure that your customers will stick with you? One important factor is providing a user-friendly experience. In other words, make it easy for them to find what they’re looking for on your website and checkout quickly and easily. One way to achieve this is by investing in user testing. User testing can help you to identify areas of improvement and make the necessary changes to provide a better experience for your customers. As a result, investing in user testing can help to increase customer loyalty, resulting in more sales and more word-of-mouth marketing for your ecommerce business.

an increase in customer loyalty as a result of user testing on an eCom store



User testing helps to identify user needs and pain points, assesses the usability of a product, and provides valuable insights that can be used to improve the product. The specific goals of user testing vary depending on the project, but in general, the goal is to gather feedback about the user experience in order to improve it. User testing can be conducted at any stage of development, but it is especially important for ecommerce websites, where even small improvements can lead to a significant increase in sales. User testing can be extremely helpful in ensuring that your ecommerce store is user-friendly and providing a positive user experience. In particular, it can help to identify any areas where users are struggling to navigate the site or complete tasks, such as making a purchase. Conducting user testing can therefore be a valuable investment that can pay off in terms of increased sales and satisfied customers. So if you’re serious about ecommerce success, user testing is an essential part of the process.


Baymard Institute. (2016-2022). Reasons for Cart Abandonment – Why 68% of Users Abandon Their Cart (2022 data). Baymard Institute.


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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