12 fascinating stats about UX and usability testing to help your business case
If your stakeholders need a little extra persuasion to invest in UX research, perhaps it’s time to show them some cold-hard stats and ROI related to usability testing and the importance of user experience.
I’ve pulled together as many recent UX stats that I could find that could help advance your case.
Many of these are from our own UX case studies, some are from our good friends at Econsultancy, the rest are from various other research companies and publishers. I’ve done my best to find original sources, and I’ve caveated where registration is required.
One in three people will abandon a purchase because they can’t find the right information
According to a report by Magnetic North poor customer experience costs UK brands £234bn a year and 92% of consumers have had a poor customer experience – one-third of these people will abandon a purchase because they couldn’t find the information they needed.
Information architecture testing leads to less call centre burden for ING Spain
A high number of calls to ING’s contact center were from users unable to use the self-service website or app to achieve their goals. This was impacting costs, profitability, and user satisfaction.
By getting feedback from a variety of sources, using web analytics to analyse customer behaviour, and working in agile, ING was able to quickly add the most pressing usability issues to their design and development stack. ING utilised UserZoom’s Information Architecture testing capabilities, including Card Sorting and Tree Testing, to reorder and regroup key product journeys
Now only 0.7% of app users call the call centre to complete their task, and this number continues to fall over time, while a redesigned information architecture and menu structure has reduced the number of calls and complaints related to findability.
Read the full ING Spain case study here.
‘Enlarging a screen to click’ most frustrating mobile shopping problem
A study by Bizrate Insight into the frustrations of shoppers revealed that having to enlarge a mobile screen to touch a link or button is the most frustrating element when it comes to mobile UX, which speaks to a larger concern about poorly optimised mobile sites.
The top eight frustrations of mobile shoppers are:
- I have to enlarge the screen first to ensure I touch/click in the right place
- Pages load slowly
- I have to use the ‘full site’ version to access what I’m looking for
- Text is too small
- Entering my information at checkout is frustrating
- Pictures are too small
- Not enough product information available
- Data security concerns
39% of people will stop engaging with a website if images won’t load or take too long
According to the Adobe State of Content report, more than 7 out of 10 (73%) respondents say content “must display well on the device.” If the content isn’t fast-loading and easy consume, you risk losing your audience.
Here are the key reasons consumers switch devices or give up on content altogether:
- Images won’t load: 46% switch devices; 39% stop engaging
- It takes too long to load: 44% switch devices; 39% stop engaging
- Content is too long: 30% switch devices; 38% stop engaging
- The content is unattractive in its layout or imagery: 35% switch devices; 38% stop engaging
65% of website visitors wouldn’t submit a form if too much personal information was required
KoMarketing’s B2B Web Usability Report asked, “What deters you from filling out a contact form if you have a general inquiry?” More than two-thirds of respondents (69%) stated that “excessive form field requirements” would deter them from completing a general inquiry form. 65% would go further by refusing to complete a form if “too much personal information” was required.
If the form included an automatic email subscription, 55% said that would put them off too.
As for the exact personal information buyers would prefer not to give, phone number came top (58%), followed by address (53%), role or title (21%), last name (20%), company (18%), email (16%) and first name (11%).
46% of website visitors claim a ‘lack of message’ will cause them to leave
In the same report as mentioned above, KoMarketing asked its respondents, “Which website elements annoy you or cause you to leave a website?” and almost half (46%) stated a “lack of message.” Basically, not knowing what the company does will cause people to abandon ship.
The other top bugbears that would cause visitors to head for the exit include: no contact information or phone number (44%), animated ads or pop-up ads (42%), poor design or navigation (37%) and autoplay video & sound (33%).
Yodlee’s UX ‘team of one’ blended qual and quant to increase studies 1900% in 2 years
As experience dominates the concerns of the financial industry, Sarah Anderson – UX Director at Yodlee – finds the desire to capture qualitative feedback and quantitative metrics to feed the organization’s development cycles have never been higher.
“I’m an army of one, which led me to UserZoom as a platform. We were using another company before and they were really just focused on think-out-loud and more qualitative research findings and I switched over to UserZoom because you guys have it all – the think-out-loud portion but also the quantitative analysis.”
UserZoom is not only helping Yodlee get insights from multiple testing methods but also helping Sarah scale the number of insights delivered to the organization. Since 2015 there’s been 1900% increase in studies conducted.
Read the full Yodlee case study here
Remote UX testing helped ClickMechanic increase conversion by 50%
The team at ClickMechanic wanted to see how people would genuinely behave when they tried to book an online service. They didn’t want to make a guess based on data or survey results – instead they ran remote UX tests, where they recorded the genuine actions and spoken thoughts of real users.
ClickMechanic found 16 major issues that blocked conversion on the site, and based the design of the new website on this user feedback. Here are the results from these improvements:
- Conversion rates increased by 50%, rising from an average of 1.6% to a peak rate of 2.4%
- The volume of calls into ClickMechanic’s call centre fell by 14.2%, dropping from 1,400 in April 2015 to 1,200 in July — despite an increase in site traffic
Read the full ClickMechanic case study here.
49% of businesses that ran UX testing in 2013, increased their budget in 2014
An Econsultancy and WhatUsersDo User Experience Survey Report discovered that almost half of companies (49%) that ran UX testing in 2013 planned to increase their budget in 2014. This is based on a survey of more than 1,400 professionals working for brands, agencies and specialist UX firms.
As David Moth, editor of Econsultancy says,
“This suggests that businesses that are currently carrying out UX testing are experiencing some benefit from it and are willing to continue allocating budget, however a large proportion of companies still don’t do any UX testing on their products.”
Visit-to-lead conversions can be 400% higher on sites with a “superior user experience”
A well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could yield conversion rates up to 400% according to Forrester (registration and membership required to access report).
97% of business customers cite ‘ease of use’ as most important quality for mobile apps
According to harmon.ie ‘ease of use’ is the number one concern for business customers when choosing mobile apps, ahead of security (89%), comprehensiveness (72%) and training (42%).
537% ROI with total benefits of $2.3m over three years – Forrester reveals the economic impact of investing in UserZoom
Deploying UserZoom in your organisation and using our user research tool, study participants or professional services can lead to 537% ROI, with total benefits of $2,253,297 over three years and a payback period of less than 6 months.
This is according to a Forrester Consulting report, The Total Economic Impact™ Of UserZoom, which investigates the cost savings and business benefits of working with UserZoom.
- Cost savings – Running lab studies, benchmarking and international research with UserZoom can save your company $1.9m
- Reduced labor – Conducting studies with UserZoom instead of in-lab can lead to an 80% reduction in labor, allowing companies to run more than double the amount of studies
- Participant sourcing – The cost of finding study participants can be up to 68% less with UserZoom, while UserZoom panels contain 4x more participants
Christopher is the Content Marketing Manager for EMEA, which basically means the skipper of the good ship ‘UserZoom blog’. So far his requests for changing its name to the ‘USS-erzoom Blog’ have been rightfully denied. In his spare time, Christopher is a filmmaker and the editor of wayward pop culture site Methods Unsound. He used to be the deputy editor of Econsultancy, editor of Search Engine Watch, staff writer for ClickZ and features editor of CMO.com.