Who tests your business website?

A poor customer experience will impact sales

When you first published your business website who did you ask to check it out for you? In the majority of cases, if you are a small business owner it would probably have been close friends or family. And I don’t blame you, because I did the same. But unless they have website user testing experience then their feedback is likely to have been clouded by loyalty and emotion. 

They’re your friends and if you were just starting out, they’re not going to say anything negative to dampen your enthusiasm.

Same with me – to a certain extent. As an experienced user tester I always provide honest, constructive feedback. But whether it’s as a friend or a paid test analyst, I try to do it without sounding too critical. And I don’t just give negative feedback. I always report back on the positive aspects too.

Get an unbiased view

Having a fresh and impartial pair of eyes assessing your website will find issues that could affect your customer’s experience. A poor customer experience will generate bad reviews and it will impact your sales. Outsourcing the validation of your website to an independent user testing expert will give you an unbiased, unambiguous view of your business website, its strengths and its weaknesses.

“According to research by McKinsey, an incredible 35 per cent of Amazon’s sales come from recommendations.

More and more e-commerce businesses, small and large, are outsourcing their user experience (UX) testing to third-party testing service providers and business website user testing is one of the services that I provide. 

Initially I will look at your website and comment on my first impressions and then I will consider the most important factors for a well-designed business website. 

• Can I tell in a few seconds what it is your business provides?
• Are there any customer reviews?
• Can I find what I’m looking for quickly and easily?

I’ll check whether the site is secure, if there is a data protection policy and, if it’s a commercial site, that all your general terms and conditions of sale are prominently displayed – payment options, refunds and exchanges, cost of delivery, after-sales service, etc.

What do you want your customers to do? 

User testing helps you understand how a customer might interact with your site. It covers the main steps a customer might go through such as selecting one or more items, choosing sizes, adding them to the shopping cart and going to the payment process.

The user journeys can be different every time. If there are different paths through the process, then there will be multiple user tests. And if there is an issue at any point this will be brought to your attention in the feedback report.

A bad customer experience will result in lost sales, bad reviews and more revenue for your competitors. Is that what you want? Or would you prefer to have an increase in sales, good reviews and recommendations, and a loyal customer base that trusts you to provide a secure, reliable service? 

Find out how my user testing experience can help you improve your customer’s experience.

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