Marketing, Meet UX: Increase Conversion & Boost Revenue with User Testing
Stef Miller, UserTesting
About this talk
If digital marketers have one goal, it is to reach customers at the points along the purchase path that most influence their buying decisions. A unclear purchase path can rapidly decrease conversions and result in billions of dollars in lost revenue. So, how can marketers find out why customers are leaving their sites without buying?
Marketing, meet UX testing. Understanding why customers make certain decisions across different devices – and being able to see and hear where they get confused or frustrated – is the first step to identifying barriers to success and opportunities to increase conversions.
In this presentation, after running hundreds of thousands of usability tests, Stef Miller will share her unique findings as well as present case studies exemplifying how even small usability fixes can generate a big impact. Forrester Research estimated 50% of potential sales are lost because users can't find information. For example, StubHub recently uncovered a
critical roadblock in their purchase path by simply listening to and watching users interact with the site. Discovering that a critical page was buried in an ambiguous link led them to make a change that dramatically boosted conversion rates and resulted in millions of dollars in extra revenue.