How to conduct UX tests to increase sales?

User experience (UX) and sales growth are inextricably linked. Websites that feature intuitive navigation, clear functionality, and a smooth purchasing process achieve higher conversion rates and greater profitability.

UX testing is not only about improving the aesthetic elements of a website, but also a scientifically based way to identify obstacles that prevent users from performing the desired action - purchasing a product or service.

In this article, we will find out how to properly conduct UX tests that will help increase your business's sales, what methods to choose, and how to interpret the collected data to turn it into tangible results.

Why UX Testing is Important for Sales Growth

UX testing reveals pain points in user interaction with your website, which often directly impact conversion rates. Every negative aspect of the experience – a slow-loading page, unclear navigation buttons, or a complicated order form – becomes a barrier to the buyer and a potential lost sales opportunity.

Investments in UX testing and optimization pay off impressively. Careful analysis of the user journey reveals why visitors leave the site without making a purchase or why items are left in the cart. By identifying these pain points, you can purposefully improve website elements and significantly increase the number of conversions.

Continuous UX testing also helps you stay competitive in the ever-changing e-commerce landscape. Consumers are becoming more demanding, so identifying and fixing flaws before your competitors gives you a significant advantage and builds a stronger connection with your customers.

Types of UX tests that are proven to increase sales

Different testing methods reveal different aspects of the user experience. Here are the main UX testing techniques that directly contribute to increasing sales:

Usability testing

This type of testing allows you to observe how real users use your website. During testing, participants are given specific tasks (such as finding and purchasing a product) and voice their thoughts and difficulties.

This is a great way to identify problems with navigation, text clarity, or functionality.

Usability testing is particularly useful in identifying why users are not reaching the order confirmation page and what obstacles are stopping them during the purchase process.

A/B testing

A/B testing allows you to compare two different variations of website elements and determine which one is more effective in driving sales. Examples of testing include call-to-action buttons, form design, product descriptions, pricing methods, and other elements that are important for conversions.

For example, an e-commerce store testing different "Add to Cart" buttons may find that an orange button with the text "Add to Cart Now" performs 15% better than a green button with the text "Buy".

Remote user testing

This method allows you to collect data from users across different geographies and devices. Remote testing is especially valuable when you want to understand how your website performs on different devices or browsers and ensure that the purchasing process is seamless across all scenarios.

Focus groups

Focus groups are moderated discussions where participants share their opinions about a product or service. This method is especially useful for gathering qualitative data about the adoption of new features or design decisions, which helps improve the conversion path.

Additional valuable tools include heatmaps and session logs, which show where users click, where they spend the longest time, and when they leave the site.

Practical example – increasing e-store conversions using A/B testing

Imagine an online electronics store with low conversion rates. After A/B testing, they tested two different variations of their product page: one with standard pricing, and one with a clearly visible savings and quantity remaining (“Only 3 left”). The second variation increased “Add to Cart” clicks by 23% and final purchases by 17%.

Step-by-step UX testing for sales optimization

A systematic approach to UX testing ensures that you get the most valuable information that will directly contribute to sales growth. Here is a detailed action plan:

1. Set conversion goals and hypotheses

Before you start testing, clearly define what you want to achieve – increase order volume, average order value, or reduce cart abandonment rate. Formulate hypotheses, such as “Simplifying the registration form to 3 fields instead of 7 will increase registrations by 20%.”

2. Plan and attract test participants

Identify your target audience and attract participants who fit your ideal customer profile. It is recommended to have at least 5-7 participants for usability testing or a few hundred visitors for A/B testing to ensure statistically reliable results.

3. Create and run tests

Prepare test scenarios, define tasks, and specify what data you will collect. Ensure that the testing environment is as close to the real user experience as possible, and try not to unconsciously influence participants.

4. Collect and interpret data

Capture both qualitative (user comments, frustration points) and quantitative (completion time, number of errors) data. When analyzing, look for recurring issues and prioritize them based on their impact on conversions.

5. Implement changes and improve

Based on the testing results, make the necessary changes to the user interface.

Start with the ones that will have the biggest impact on sales and gradually move on to smaller improvements.

6. Measure the impact before and after

Use analytics tools to see how your changes have affected key metrics. Compare conversion rates, average order value, and other important metrics before and after implementing your changes.

It is important to create a testing cycle - after implementing one improvement, do not delay and plan the next phase of UX research, thus ensuring continuous improvement of the website.

Tools and strategies for effective UX testing

Choosing the right tools can significantly facilitate the UX testing process and help you gain more valuable insights:

Usability testing platforms

• UserTesting and UserZoom are professional platforms that allow you to monitor user behavior and receive detailed testing reports.
• Lookback and Hotjar are tools that allow you to record user sessions and analyze their behavior on the website.

A/B testing tools

• Optimizely and VWO are powerful platforms that allow you to create various website variations and measure their effectiveness.
• Google Optimize is a free tool that integrates well with Google Analytics and is suitable for smaller websites.

Heat maps and behavioral analyses

• Hotjar and Crazy Egg – create visual models of user behavior that show clicks, scroll depth, and movement on the page.
• FullStory and MouseFlow – offer detailed session analytics and user journey maps.

Survey and feedback tools

• SurveyMonkey and Typeform – help you create engaging surveys and collect user feedback.
• Qualaroo – allows you to ask targeted questions to users on specific pages.

When choosing UX testing tools, consider your business size, technical expertise, and budget. Smaller companies can often get by with free or lower-cost solutions, while larger organizations can invest in comprehensive toolkits.

It is important to emphasize that the most appropriate UX optimization strategy will be determined by your specific business goals. For e-commerce stores, it is especially important to test the purchase process, product filtering and search functions, and for service websites, it is important to test inquiry forms and information presentation.

Modern UX testing practices also include a focus on mobile devices, which already generate more sales than desktops in many areas. Testing across devices and browsers ensures that all of your users get a great experience, regardless of how they access your site.

Conclusions

UX testing is not a one-time project, but an ongoing process that should become an integral part of your business strategy. By systematically identifying and removing user experience barriers, you will not only improve the usability of your website, but also directly increase sales.

Start with simpler tests, such as heat maps or small usability tests, and gradually move on to more complex methodologies. The key is to consistently analyze the collected data and immediately implement the necessary changes.

Finally, remember that UX testing should be focused on user needs, not your personal design preferences. Listen to your customers, observe their behavior, and let these insights shape the evolution of your website – creating an experience that not only delights visitors, but also encourages them to buy.

Frequently Asked Questions (FAQ)

What type of UX testing best increases online store sales?

Usability testing and A/B testing are most effective for e-commerce websites because they directly address navigation issues and optimize conversion-critical elements.

How often should I conduct UX tests on my website?

Regular tests should be performed after each major design update or monthly/quarterly as part of ongoing optimization.

Can UX improvements really impact revenue?

Yes, numerous studies show that even small improvements to UX and usability can significantly increase conversions and average order value.

What tools are needed for UX testing?

Key tools include usability testing platforms, A/B testing tools, analytics, and heat mapping software – choose based on your business needs and budget.

Do I need technical knowledge to conduct UX testing?

Basic usability tests can be performed without deep technical skills, but more complex experiments may benefit from expert assistance.