Understanding the Benefits of User Testing for Inbound Marketing

By Scott Anderson Miller

User testing is the inbound marketer’s best friend. Implementing A/B testing, analyzing the results, and applying your knowledge means better attraction and conversion. There’s no doubt that solid inbound marketing requires user testing — in fact, you should Always Be A/B Testing (ABABT)! Here are a few reasons why:

  • Avoiding problems upfront: Behavioral testing, specifically A/B testing, helps you to spot potential navigation and conversion problems before you launch a new website or inbound marketing campaign. Implementing screencast user testing on a development site before you launch a new site, and recording website user behavior with screencasting lets you view onsite navigation problems from a user’s point of view. This testing helps you avoid costly mistakes that may not have been easily identified on paper, but become apparent once real user interaction occurs. Wouldn’t you rather learn of potential UX problems before your website launches instead of patching fixes post-launch?

  • Understanding your customer: Testing over time and looking at trends enables you to better understand your customers. Looking at click heat maps may help you see which of your onsite content and CTAs are most attractive to your visitors. By testing the read rates of different blog articles, you may discover more about your customers’ interests, allowing you to create similar content in the future. Testing your emails’ subject lines, click-through-rates, and body copy helps you determine what is most successful in creating action among your target customer groups. A/B testing different promotional offers may help you design successful future inbound marketing campaigns, resulting in a higher return-on-investment (ROI).

    Performing user testing at different points along the Customer Conversion Chain helps you better understand your customers’ purchase paths. Applying that knowledge means creating more engaging content, which can lead to increases in online shopping cart purchases and better customer satisfaction.

  • Increasing your conversions: Testing different inbound components helps increase your conversion rate. By testing your landing pages, CTA buttons, and forms in a statistically sound setting, you create side-by-side comparisons. Replicate and apply the winners. Discard the losers. Soon, you’ll discover your overall conversion rates are going up, and that includes sales!