How to conduct UX tests and increase sales?
User experience (UX) testing is the path to higher sales, more efficient conversions, and long-term customer loyalty. In today's e-commerce environment, an intuitive, clear, and user-friendly website not only delights visitors, but also directly increases your business's revenue.
Why is UX testing essential for sales growth?
UX testing is not just about fixing aesthetics or small design details. It’s a systematic way to identify user experience bottlenecks that can lead to lost revenue. Every inconvenient step – a slow-loading page , confusing buttons, a complicated order form – can be the reason why a customer leaves without making a purchase.
Investing in UX pays off: By carefully analyzing where and why users abandon your site or abandon your cart, you can understand exactly where the main problems lie. Removing these obstacles usually results in significant increases in conversion rates .
Additionally, continuous UX testing helps maintain a competitive edge. Today's users are more demanding than ever, so those who are the first to notice and fix UX flaws are more likely to gain market leadership.
Key UX testing methods that effectively increase sales
To effectively optimize your website, it is worth using various types of UX tests:
1. Usability testing
Real users complete real tasks (such as finding and purchasing a product) and you follow their journey, capturing any difficulties and insights they encounter. This method often uncovers major navigation or functionality issues.
2. A/B testing
Two variations of website elements (e.g., buttons in different colors, alternative order form layouts) are compared and it is measured which variation increases sales more effectively.
Example: A store tests an orange button with the text “Add to cart now” and a green button with the text “Buy” – orange can increase conversions by as much as 15%.
3. Remote user testing
Collect data from users in different countries and with different devices - this will help you assess whether your website is user-friendly on both mobile and desktop devices.
4. Focus groups
Small groups of users share opinions about the website's design, functionality, and new features in moderated discussions. This helps to obtain qualitative information about potential improvements.
5. Heatmaps and session recordings
Use heatmaps and session logs to see where users click most often, how long they spend on pages, and where they get stuck or exit.
How to practically optimize conversion using UX tests?
Practical example:
An electronics store tested two variations of their product page. One showed the price as normal, and the other showed savings and a remaining balance (“Only 3 left”). The second variation increased “Add to Cart” clicks by 23% and purchases by 17%.
UX Testing Steps: A Step-by-Step Plan to Increase Sales
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Define objectives and hypotheses.
What do you want to achieve: higher order value, more signups, lower cart abandonment? Formulate clear hypotheses, such as "Reducing the signup form from 7 to 3 fields will increase signups by 20%." -
Select test participants.
Find real users who fit your ideal customer profile. For fit testing, 5-7 participants are recommended, for A/B testing, several dozen or hundreds of visitors. -
Prepare and run tests.
Create tasks, monitor users, record difficulties and results. It is important not to influence the testers' decisions. -
Analyze the data.
Evaluate qualitative and quantitative data (e.g., number of tasks completed, time spent, comments). -
Implement improvements.
Implement the changes that have the greatest impact on conversion first. -
Measure results.
Analyze how sales, cart size, and other important indicators changed before and after the changes. -
Repeat the cycle.
UX testing is a continuous process. Improve constantly.
The most useful tools for UX testing
For usability testing:
- UserTesting , UserZoom – professional testing tools
- Lookback , Hotjar – for user session tracking
For A/B testing:
- Optimizely , VWO – for large websites
- GrowthBook ,PostHog – great solution for small projects and MVP testing
For heat maps:
- Hotjar , Crazy Egg – for visualizing user behavior
- FullStory , MouseFlow – for detailed session analysis
For surveys and feedback:
- SurveyMonkey , Typeform – for interactive surveys
- Qualaroo – for targeted queries on the website
It is advisable to choose tools based on the size and needs of your website – often free solutions are sufficient for a small business.
What to test – tips for e-commerce and service websites
- For e-stores: purchase process, filters, search function, cart and checkout pages.
- For service websites: request forms, information submission, contact search.
- Mobile devices: It is essential to test the mobile version, as more and more sales are generated via phones.
UX testing is not a one-time project, but an ongoing strategy for improving your website. By systematically removing obstacles and relying on real user data, you will ensure greater usability and sales growth.
Start with simpler methods (heat maps, usability tests), then apply more complex solutions (A/B testing, focus groups). The most important thing is to listen to your customers, observe their behavior, and continuously implement the best insights.
Frequently Asked Questions (FAQ)
What UX testing is most effective for increasing sales?
Usability and A/B testing are the most proven methods in e-commerce.
How often should UX tests be performed?
Recommended – after each major website update or regularly (monthly or quarterly).
Do UX improvements really increase revenue?
Yes, research shows that even small UX changes can significantly increase conversion and average order size.
What tools to use for UX testing?
Usability testing platforms, A/B testing tools, heat maps, and analytics solutions – choose according to your needs.
Is technical knowledge required for UX testing?
Basic tests can be performed without extensive technical knowledge, but in more complex cases it is worth using specialists.