Automated usability testing: when and why to do it?
Increasingly, it is important to improve the customer experience, especially for companies that depend on the online environment for their sales - such as e-commerce. For this, it is necessary to invest in both development and usability testing.
These tests ensure that all of your pages' interaction processes are working as they should and that no sales are lost due to bugs or poor design construction that frustrate customers and cause them to leave the website.
Even though it is an essential element in companies, many entrepreneurs leave this practice aside or apply it in the wrong way. This results in business losses, such as loss of sales, abandonment of carts and consumer dissatisfaction.
Thinking about this, we've put down the key information about a usability test and the reasons for doing it automated. Check out!
What is a usability test?
The usability test is a technique for evaluating digital products and services. It is used to evaluate the interfaces of a platform or web page, identifying issues that interfere with its performance and conversion.
The tests can be done by professionals of the company, automated systems and also by customers when the idea is to understand the experience of use and not technical problems.
Common problems identified by company professionals or automated systems are interface integrations and rules, such as page targeting, payment system, customer registries, etc. These elements may present errors that frustrate customers and cause their usability to be compromised.
Already customer testing focuses on identifying issues such as button visibility and information, positioning of items, and ease of following the purchase journey. Some websites can be built in a confusing way, which results in the same problem as the previous item.
When to perform a usability test?
Many people believe that the usability test should be done just before launching a platform, or after changes are made, such as redesigning a site.
In fact, it is indicated that these tests are done on a constant basis. The emergence of bugs and issues in transactional processes can happen even when no changes have been made to your website.
In this case, the most appropriate is to create a test schedule for employees or hire a company that does the process in an automated way, without the need for human labor.
Even the practical test, done by real customers, should be done periodically. Consumer perceptions and evaluations change according to several variables. That way, even if your site has not changed, they may find that usability has decreased, based on your competitor's changes and improvements, for example.
What is the difference between the manual and automated processes?
As we speak, the identification of technical problems can be done by both company professionals and automated systems. The difference between them lies in the efficiency of this process and its costs.
The manual process is less efficient for organizations since a professional takes much longer than a machine to perform tests. In addition, the expenses with qualified employees for the tasks are high.
The efficiency issue also affects the financial gains of the business, especially when a problem is preventing customers from making their purchases, such as a payment integration failure or user registration.
What are the benefits of automated usability testing?
It is clear that the automated process offers many benefits for the companies that adopt it, right? We put down the main ones so you better understand about them!
Greater reliability in results
Because automated testing follows a defined pattern, there are no issues like lack of attention or forgetting, which compromise the reliability of the results.
That way, the certainty that all the processes and functionalities of your site are working as they should is greater. This ensures that the company will not lose customers because of these problems.
Optimization of projects
Another advantage that an automated usability test has is the speed at which processes are evaluated. A smart machine can perform a test procedure in just a few seconds.
Practitioners who perform manual tests need more time to perform the same tests. In this way, the time to identify an error is greater and the risk of a customer being lost in that period as well.
Better use of the team
Manual testing is done by the testers themselves. This means that for hours and even days these professionals need to keep repeating the same task.
Besides being tiring, this time could be used for other more important and strategic purposes. This way, when using an automated process, the team can be better utilized.
The automated test makes the control and monitoring of the processes in a continuous way, that is, the detection of any problem is done immediately. So the chances of customers getting frustrated and having a bad experience on the site are low since all errors are alerted and corrected as quickly as possible.
Even when not solved quickly, it is possible to put an alert to the client, explaining the situation and asking him to return after a period. The feeling of frustration is much less in this case.
Finally, using an automated test system provides financial savings to businesses. With this procedure being done more quickly and efficiently, it is not necessary to have professionals dedicated to it, as well as its costs.
In addition, the company stops losing sales because of customer frustration problems. This results in increased revenue as well as consumer satisfaction.
How to choose a company to perform usability tests?
Now that you already know the advantage of doing automated testing, you're probably wondering: how do you choose a reputable company to do this in my business?
Ideally, you should look for companies that specialize in the subject, with references that prove your work quality and efficiency of your system.
Remember that the lowest price is not always the best! Make a cost-benefit analysis of the options found, choosing the one that exactly meets your needs and asking for a fair value.
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