As a digital marketer, you should always try to improve the conversion ratios of your ads, landing pages and sales pages. To improve the conversion ratio, you have to do A/B testing and usability testing of your web assets.
To start with we design websites on what we think our users would want. The reality could be different.
We would imagine that our users would use our website in a certain way. We imagine that our users will behave like we do. But when you do usability testing, you will realize that your users are different.
You have to design according to how they are and how they use your website. The only way to eliminate guess work and design according to user’s needs is to do usability testing.
Usability testing has come a long way. They used to cost $10,000+ per test and it has been coming down ever since. Usability testing all about hiring some real users, asking them to interact with the website and recording their responses.