Throughout the tests, people had wonderful things to say about Sandbox. MindBody was a sticking point, though. I’ve compiled clips of users giving their feedback as they use MB to purchase for Sandbox services above.
As you’ll see, testing suggests:
You may see more conversions by reiterating benefits just before users confirm payment.
When users are taken to an outside site (MB), trust declines. Users become distracted by where they are (ie, not on the Sandbox website).
MindBody’s login requirement may be holding back some purchases — it’s certainly introducing friction that doesn’t seem to benefit Sandbox. (I think the login requirement helps MB, if anyone.)
Based on what I’ve seen in my evaluation and testing, I think Sandbox could be bringing in more revenue if it weren’t for MindBody’s usability problems and software limitations. Ultimately, it could be good to replace it, but I wouldn’t change everything at once, which is why I was suggesting Birthday Parties as a starting point.
Email me your thoughts — I hope you find this helpful!
What is user testing?
User testing asks people who are unfamiliar with an organization to interact with its website or other digital products. The people you hear in these tests have never visited your website before, and I've never met them or interacted with them beyond sending them a series of questions related to your website. The users read the questions and narrate their experience as they complete a set of tasks.
User testing doesn't seek to survey individuals about their opinions. It doesn't seek to know about a person's aesthetic preferences, though these are sometimes expressed. Instead, user testing examines the functionality of a design, not so much how it looks. It uncovers how a design system — a website, for example — matches up with users' expectations and mental models.
Why is user testing valuable?
User testing forces designers and stakeholders to experience what it's like to interact with a company through its digital products for the first time.
The people who work together to develop websites — designers, business owners, project managers, and so forth — will naturally become so familiar with a product that it becomes all but impossible to see the work with fresh eyes. Moreover, people tend to become invested in a project, which leads to (mostly unconscious) biases.