See how some of our 34,000 customers got results with UserTesting

Xivic saves time and resources by partnering with UserTesting

The Goal

To get user feedback more efficiently and deliver as much value as possible to their clients.

How Did Xivic Do it?

Xivic, a leading digital agency, already knew that delivering the best possible results for their clients requires feedback from their users—from wireframes and InVision prototypes, to mobile apps and audits of live websites. However, manually recruiting test participants and running research studies in-house was a huge drain on their resources and, most of all, time. Getting feedback from just four to six users could take up an entire day. They realized that this was time they could be using to strategize and develop features that drove the bottom line.

That’s when the Xivic team found UserTesting. With UserTesting’s automated recruiting and fast turnaround time, they were able to get user feedback much more efficiently. They were shocked at how easy it was to launch user tests and how quickly they were able to get actionable insights.

Now, the team can run a five-person user test, review the results, identify issues, and come up with solutions in less time than it would’ve previously taken just to interview the five participants in-person.

Armed with videos of real users interacting with their clients’ products and websites, it became incredibly easy to demonstrate to their clients how and why a feature needed to be built in a way that meets user expectations.

Clients can hear and see how users are reacting to their product or site, and they’re more willing to accept changes or new strategy based on data rather than gut.

Meri Gulyan – VP of Experience Strategy at Xivic

The Result

By switching to UserTesting, the Xivic team cut research expenses by over 50% and saved time by making the process of getting user feedback more efficient. Plus, they built trust with clients by providing evidence to back up their solutions.

Intuit launches new health insurance section of TurboTax with user feedback

The Goal

Introduce a section for reporting a new federal mandate for health insurance into their popular tax product without confusing users.

How Did Intuit Do it?

The TurboTax team got feedback to validate and refine the language they used for the new healthcare tax requirements.

As part of the Affordable Care Act, 2014 was the first tax year that U.S. taxpayers had to report their health coverage to the IRS. TurboTax, the #1 best-selling tax software in the U.S., had a unique challenge: how could they accurately guide taxpayers through the newly required healthcare forms in a way that made sense?

Carol Valdez, Principal Content Designer at Intuit, was tasked with delivering the content that would communicate to users how to correctly complete the healthcare portion of their taxes. Carol had to successfully communicate complex information in a way that was clear and understandable to all Americans—and she was starting with a blank slate.

That’s when Carol enlisted the help of UserTesting to get user feedback on the team’s prototypes and validate their content decisions.

Thanks to UserTesting’s diverse panel of study participants, we were able to identify the messages that would resonate with taxpayers all across the country.

The feedback allowed the team to identify terminology the users found confusing—and what terminology they naturally used instead. Once they discovered an interesting reaction from a test participant in one part of the country, they could iterate on their content and quickly launch another study with other users in that region. This allowed them to build an intuitive conversation with users that guided them successfully through the healthcare section of their taxes.

Carol reports that with the feedback she got through UserTesting, the healthcare section is now the best-converting section of TurboTax.

It was really valuable to get user feedback early in the prototyping process. That way, we could make changes and find a solution that worked without slowing down our development cycle.

The Result

Intuit used feedback from taxpayers all across the U.S. to identify the correct language for their new section, making it the best-converting section of the product for the 2014 tax year.

Canva uses UserTesting to optimize onboarding experience

The Goal

Explore how people actually used the first version of their product and identify key areas for optimization.

How Did Canva Do it?

After years of development, the Canva team had built the first version of their graphic design product in late 2014. The inevitable challenge with launching a product for the first time is not having seen how people would actually use it.

So they engaged UserTesting to conduct some exploratory research and discover where they could make improvements. And the feedback was unanimous: “I’m not creative enough; it’s too hard.”

It wasn’t quite the fun journey Canva was hoping users would experience.

Giving the users a great experience in the first few moments was critical to Canva taking off. So based on what they learned, the Canva team optimized their onboarding experience—paying particular attention to their users’ emotional journey—in order to dispel people’s beliefs that they didn’t have the talent, skills, or creative ability to design.

They created a short introductory video to help new users visualize how easy it is to use Canva and to eliminate the preconceived notion that design products are hard to learn. They also created a series of interactive challenges to help users experience small wins, build their creative confidence, and convince them that Canva was easy to learn and fun to explore.

The Result

The new onboarding experience has saved hundreds of thousands of people from struggling to use their product.

Within a few minutes of using Canva, people feel confident with their abilities, understand how Canva works, and then spread the word—a feat which helped Canva grow to more than 10 million users in just over two years.

ShopKeep converts more users with insights from UserTesting

The Goal

To find out how well ShopKeep’s redesigned website attracted potential customers to sign up for ShopKeep.

How Did ShopKeep Do it?

ShopKeep was able to validate their site redesign and make successful further improvements to their website thanks to the ease and richness of UserTesting’s feedback.

The Marketing Team at ShopKeep had a freshly redesigned website and quantitative data on visitation and conversion rates. But the team wanted some real feedback from real people who were potential visitors to the site to check in on how well the new site was serving their needs.

UserTesting feedback not only reinforced decisions that were made in the site redesign, but improved the site further.

As Richard Berger, Product Marketing Manager at ShopKeep, put it:

UserTesting offered a wealth of qualitative data that we did not have access to before…. We’ve made a number of changes to specific language and product messaging based on all those tests.

Specific examples include focusing on vertical-specific content and stronger investment in ShopKeep’s online chat presence. Focusing on these insights has successfully resulted in strong conversion rates.

By providing a look into the mindset of the target audience in their natural environment, UserTesting delivered rich insights in a fraction of the time and in a format that’s much easier to share with the team than a focus group.

The Result

ShopKeep obtained rich qualitative insights about their target demographic and increased conversion of visitors into leads.

Adobe engages UserTesting to help transform Photoshop feature

The Goal

Completely revamp an unwieldy Photoshop feature based on feedback from both power users and novices.

How Did Adobe Do it?

Last October, Adobe set out to deliver on a frequently-requested image extraction feature for its Photoshop users. The team built and launched the feature, feeling great about answering a high-priority ask.

After the launch, however, usage data and forum posts revealed that customers were struggling to figure out how to use it.

The team realized that the feature needed some work, but they wanted to make sure they got it right this time around. They resolved to solve for UX issues while they designed and built to ensure customer expectations were met, while improving the efficiency of their 10-week development cycle.

Divya Manian, the Product Manager at Adobe in charge of the revamp, knew getting feedback from users would be crucial to developing a feature Photoshop users would love—and use.

Her team recruited experienced Photoshop customers from online forums, and met with them weekly for feedback. The insights they uncovered were helpful, but they didn’t tell the whole story. They needed to reach users at all levels of proficiency.

That’s when Divya reached out to UserTesting.

Through our platform, Adobe expanded their reach beyond the forums and quickly found new Photoshop users with a wide variety of skill and experience using the software to get feedback from.

Divya said:

Our decisions on which features to drop or scope into smaller chunks were all guided by talking to our customers.

Divya’s team was able to share mockups followed by interactive prototypes with users throughout the development cycle, resulting in valuable real-time feedback that enabled the team to iterate quickly and efficiently.

The combination of feedback proved invaluable and actionable. The name of the feature was changed to “Export Options”, the interface was improved, menus were consolidated, options were added. The final result was an improved feature, cleared of performance bottlenecks and more intuitive and helpful for both expert and novice users alike.

The Result

Thanks to rapid rounds of user testing, Adobe substantially improved a much-needed image saving feature.

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Capital One develops an innovative new mobile app in under a year with UserTesting

The Goal

Approach the creation and development of a new mobile application in an innovative and lean way.

How Did Capital One Do it?

Teams at Capital One were used to delayed projects, lengthy approval processes and other obstacles that often plague large financial institutions.

However, the leaders at Capital One were curious to see if they could shorten the development cycle by adopting a startup mentality in a small team within the larger organization. They decided to take a risk. They budgeted for and built a lean, small team to build a mobile app. Then leaders tasked the group with delivering an innovative mobile application that their customers would love, but not expect.

What the team lacked in size, they made up for in expertise—web design, web optimization, engineering and product management stacked their resumes. Given the customer-driven initiative, Megan O’Rorke and the rest of her team wanted all the customer feedback they could get, at every turn. Not only did they need this feedback frequently and fast, but they needed to be able to easily convince stakeholders their risk was going to pay off.

That’s where UserTesting came in. UserTesting delivered quick customer feedback on ideas for, and iterations of, the designs and builds throughout the development cycle.

Capital One made specific design decisions based on customer recommendations and were able to iterate quickly.

The Result

An unexpectedly short concept-to-launch process that delivered a fresh and user-friendly new mobile app in only one year.

As Product Manager Megan O’Rorke put it:

UserTesting makes it easy for us to get testimonials and videos. It’s really powerful to be able to share reactions from outside the building with stakeholders. You have to be ready to hear what’s working and what’s not.

UserTesting helped us cut out unnecessary friction. We eliminated extraneous statistics and reworked the like/dislike functionality.

Vistaprint turns to UserTesting to understand vexing usability issue

Vistaprint thought they had done everything right in redesigning their important All Products page.

The revamped offering was much more engaging and visually appealing than the earlier version, replacing a long, bland list of text with high-quality images showing the company’s products.

The problem was that consumers were far from smitten with the new page.

As Vistaprint’s team watched the UserTesting videos, the core issue became clear: While the new design was much prettier, it was also much less functional. The new page was harder for consumers to skim quickly, and the two-step process of clicking to reveal product details required more work.

With this feedback in hand, the team revisited the page and developed a new design. The pictures were replaced with text, and engagement levels returned to normal. Sometimes, it turns out, simple is better.

Philosophie employs UserTesting to guerilla test cutting-edge digital products

To ensure that a product will connect with consumers, Philosophie first solicits feedback on early design sketches, and then starts iterating. As part of its lean UX approach, the company doesn’t try to get everything right the first time. Instead it develops rapidly and then tests to see what works (and what doesn’t). That’s where UserTesting comes in.

As Carruth says:

UserTesting is our go-to tool for super-quick feedback. We build a prototype and then try to find the people we think will use the product and do testing; firstly to make sure the product is usable, and secondly to validate our assumptions about user behavior.

The entire Philosophie team often watches UserTesting videos together, so they can agree on how to interpret the results.

The firm also uses the feedback to help explain its UX decisions to clients. As Carruth puts it: “If the client raises their hand and calls BS on something, I can show them a clip, and another clip.”

AEP turns to UserTesting to help optimize mobile customer experience

Large electric utility incorporates user tests into mobile-first redesign of customer site, leading to intuitive, rich experience for visitors on all device types.

Eric J. Davis, Principal User Experience Consultant at AEP, started by conducting first click studies using Chalkmark to gauge first impressions of the proposed pages, then moved on to in-person testing. These face-to-face interactions were valuable, but the turnaround time for this type of research—two weeks minimum to recruit a panel—was too long, given the project’s timeline.

Davis sought out UserTesting to see if he could shorten the time it was taking to get feedback, and was impressed with the rapid insights.

Getting the feedback so quickly was extremely valuable for me, as the team relied on the usability feedback to make design and functionality decisions.

Flipboard partners with UserTesting to understand the full impact of its third generation

Flipboard partnered with UserTesting to run a longitudinal study of both Android and iOS existing and potential Flipboard users before, during, and after launch. Through moderated sessions, diary studies, and interviews, the UserTesting team helped Flipboard uncover key insights into how changes in the product were affecting behavior.

The UserTesting research team’s ability to summarize user feedback quickly became part of Flipboard’s development and release process—allowing the team to make iterative changes to the mobile app based on user reaction. Barrie Levinson, Head of Program Management of Flipboard, said:

We loved the rapid results and insights from current and prospective Flipboard users available to us with UserTesting.

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Citrix innovates new app Convoi with the help of UserTesting

Citrix Innovation Labs launches an intuitive new app that turns personal smartphone into a virtual business line in just minutes.

When Carey Caulfield, Sr. Product Manager at Citrix, and her tiny team set out to build Convoi, they knew they were going to need frequent user feedback from their target market. With a rapid development cycle, the key to success was going to be fast, reliable user feedback throughout each stage of development. That’s where UserTesting came in.

The team started ordering tests on their current build in the afternoon and getting user videos and verbal feedback the same day. Unlike traditional lab testing, they didn’t have to wait for weeks of research and reporting to make substantial progress.

Carey’s favorite part about working with UserTesting was the fast turn-around time:

You can get as many tests as you need and you’re not dependent on anyone else for recruiting or conducting the tests. They just happen.

She also worked closely with her UserTesting Client Success Manager to set up test plans that were focused on her objectives.

“It feels like they care about your product and your success, your customer happiness, which means a lot.”

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Atlassian gets fast customer feedback with UserTesting at annual event

The challenge

Atlassian, the company that makes JIRA, Confluence, and other enterprise software, has a niche market. They need to be able to get user feedback on their products, but sometimes it can be difficult for them to find users from their target market to participate in tests.

The solution

A forum for user feedback

This year, Atlassian’s annual client Summit brought over 2,100 Atlassian customers together for a 3-day experience. Finding target audiences for user testing their enterprise software can be tough going; but at Summit, they had everyone in one place.

Atlassian was looking for a way to collect actionable customer feedback and empower as many customers as possible to voice their thoughts and opinions on early- and late-stage features.

Welcome to the Test Lab

The Atlassian Test Lab, complete with kiosk stations, was set up to facilitate unmoderated sessions on-demand.

UserTesting’s cloud-based solution enabled Atlassian’s global team to resolve issues related to their studies on the fly. They could capture results, edit prototypes and scripts remotely, and make necessary adjustments to their tests, all without wasting their customers’ time.

The result: over 200 test sessions

Atlassian collected actionable, meaningful feedback across 16 different usability tests. Among which, they validated late-stage features, like JIRA Agile reports.

The team even learned how they were using the wrong iconography for a high-profile campaign. They are now considering hosting a booth at other corporate events that they sponsor, like Getting Git Right, so they never lose a chance to gain customer feedback again.

OpenTable increases conversion rates and speeds up usability testing cycles with help from UserTesting

The Goal: Shorten usability testing cycles to speed up development process

User testing was previously performed solely in house and with it came the challenges of coordination and long cycles to conduct and analyze.

How Did OpenTable Do It?

OpenTable started working with UserTesting in 2009. The ease of setting up online tests and the quick turnaround of results were great. Julie Hall, OpenTable Website Product Manager, said:

Most of the time we got meaningful and actionable results within an hour instead of two weeks.

Since working with UserTesting, OpenTable has been able to user test multiple areas of the website including restaurant search, the restaurant information page, and the sign up process.

The Results: Insights that have helped increase conversion rates

OpenTable received insights to key questions, such as:

  • Why do users leave the site without making a reservation?

  • How do reviews influence restaurant decisions?

  • What information do users expect for each restaurant?

OpenTable has been able to incorporate these findings from UserTesting allowing for continuous improvement of conversion rates and overall usability. increases conversions 10% with help from UserTesting

The Goal: Encourage “Hot” Prospects to Convert

At, Customers always come first. They even capitalize the word “Customer” on the website, in internal documents, and in emails to remind each other how important Customers are. So when realized that hot prospects were leaving their site without placing an order, they immediately started diagnosing the problem. Google analytics was showing unusually high bounce rates off secondary pages, but needed to understand why.

How Did Do It?

When setting up the UserTesting tests, gave their users a clear objective – “buy a headset” but gave few other instructions. Using this method, the company was able to recreate a real website visitor’s experience. The results were astonishing: clearly users were misdirected by the website navigation, which was organized by headset type. realized that most of their customers, even returning customers, didn’t know enough about headsets to make a technology choice this early in the buying process.

The Results: Redesigned navigation leads to 10% increase in conversion rate

As a result of this insight, ran an A/B test. The B variant used a different navigation, asking visitors to first decide what type of phone they wanted to plug their headset in to. This had an immediate impact on both Customer experience and results, providing a 10% increase in conversion rate.

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Planetary improves app to 5-stars with help from UserTesting

The Goal: Redesign client’s iOS application (HelloSign) to improve usability and uncover design flaws.

Planetary, a Brooklyn, NY based development firm, was tasked with redesigning HelloSign—an iOS app that allows users to scan, sign and send documents from their Apple devices by using its built-in camera. Although there were several user-testing services available to them, Planetary Co-Founder and Partner Josh Gross decided to enlist the services of UserTesting.

How did Planetary do it?

With budget limitations keeping their project scope small, Joshua and his team set out to identify and fix HelloSign’s biggest usability issues. Through UserTesting, they were able to identify an important site feature that was confusing users.

After identifying this issue, Planetary redesigned the welcome screen and made both options easily accessible. Once a user selected an option, they were taken to a new screen that allowed them to manually enter their information or use their Google account.

The Results: Five star rating in the App Store after product redesign

Through testing and multiple design iterations, Planetary utilized UserTesting to create an experience that HelloSign users found worthy of five stars.

“The results came back fast and everything was exceptionally useful,” Joshua said. “It made everything easy.”

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Evernote increases user retention by 15% with help from UserTesting

The Goal: Understand customer interaction across multiple platforms, improve functionality to increase engagement and streamline the sign up process.

UserTesting provides Evernote with a large, diverse panel of testers who record their screen and voice as they speak their thoughts. This allows Evernote to uncover where its users might get stuck or frustrated while using their apps.

How did Evernote do it?

With UserTesting being device agnostic, Evernote product managers and designers can watch the app testers’ decisions being made on the screen, as well as where the tester’s hands are physically tapping, swiping, and even resting. Because Evernote apps are available on all three screens (PC, mobile, tablet) across a wide array of devices, this feature is critical.

Because of Evernote’s rapid development process (especially for mobile apps), Evernote needed a usability testing solution that could keep up with its frequent iterations and agile process. The company ships betas to large populations weekly and pushes releases to the public every six weeks. UserTesting delivers user feedback to Evernote within an hour. Philip Constantinou, VP of Product for Evernote, said:

On a slow Friday night, I have been able to push a build to UserTesting and receive quality tester videos in 20 minutes. It’s addictive to find out almost immediately what people think.

The Results: 15% increase in user retention and dramatic increase in user engagement.

UserTesting proved so effective that it is now a key part of Evernote’s product development lifecycle—after design and development, and before each refine and release phase. To date, results include improved user retention at a rate of over 15%, as well as a dramatic increase in user engagement.

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Automattic creates a user-centric experience for with UserTesting

The Goal: Create a user-centric experience with and facilitate collaboration with remote teams.

Automattic, the company behind, Akismet, Gravatar and more, has relied on UserTesting to facilitate collaboration between its employees and gain actionable insights on – one of the biggest blogging platforms on the web.

How did Automattic do it?

After using traditional testing methods, they turned to UserTesting to collect user feedback and share findings with their teams. Mel Choyce, an Automattic Design Engineer, said UserTesting has made it easier to collaborate with other team members:

It’s particularly useful for us as a distributed team because we can’t all do everything in person. Having something recorded online and in a central place makes it easy to be able to share with our co-workers.

The Results: Ability to identify customer pain points and improve products before each release without meeting in-person.

Shaun Andrews, a Designer for Automattic, said:

We’ve watched them at meet-ups before where people surround a TV to watch a UserTesting video. Sometimes, it’s mind-boggling to watch these videos.

Shaun said the biggest benefit of UserTesting is the ability to gain objective insights from users that result in a better product for their users, something that was not as easy to do when gathering feedback from support requests.

“To get that outside perspective is really valuable,” he said.

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StubHub increases conversion rates and revenue with UserTesting

The Goal: Discover why customers are not completing their path through the sales funnel.

After running hundreds of thousands of usability tests, UserTesting uncovered a very common theme among e-commerce sites: many customers are confused about the path they need to take to complete their purchase. StubHub, the world’s largest fan-to-fan ticket marketplace, uncovered a similar challenge as many ticket buyers were not making it through the purchasing funnel.

How did StubHub do it?

By listening to and watching UserTesting panels on their site, StubHub discovered that a link, labeled “See Details,” was causing confusion and in need of some improvement to boost conversion rates. The “See Details” link’s function was to take buyers to the ticket purchase page, which contained all the information necessary to make the final purchasing decision; however, this critical page was buried in an ambiguous link. Christine Young, StubHub UX Research Senior Manager, said during her presentation at the Internet Retailer Conference:

Buyers were not getting to the purchase page because the link looked like the fine print, or the terms and conditions, that no one wants to read.

With numerous UserTesting video clips exposing the confusing link in hand, Christine had the evidence she needed to make the case to update this specific step in the purchasing funnel. After launching a few more tests, StubHub decided to change the “See Details” link to a bright, orange button labeled with the word, “Go”.

The Results: 2.6% increase in conversion and millions of dollars in extra revenue.

Shortly after implementing the change, StubHub realized a 2.6% increase in conversion rate, which resulted in millions of dollars in extra revenue. Today, the “Go Button” is on every event page on StubHub’s website.

Speek calls on UserTesting and boosts product registration 60%

With a focus on providing a collaborative online tool to help teams stay connected in a digital world, they knew that messaging was a critical component to their success. This awareness led them to UserTesting, where they were able to test out their brand positioning and messaging strategy in order to meet (and exceed) the needs of their website visitors.

The Objective

Speek is a company run by unapologetic data junkies. They believe wholeheartedly in the Lean Startup methodology. They focus on getting their product out into the world and rely on data to do constant fine tuning. Speek runs micro-iterative cycles, and makes incremental improvements rather than dropping a radical redesign every few months. As a young startup, they developed a seemingly fool-proof prototype, and needed to know the extent to which users understood their product and if anything on their site was confusing them.

It would have taken a huge amount of development work to create a new user interface and run A/B testing of their current site vs. the proposed new one. Since they didn’t yet have a critical mass of users, it would have taken months to get valid insights. So, instead, they set up some sessions with UserTesting. Within days, Speek knew exactly what users understood about their product and what they didn’t. Thus, their team was able to tweak their design, keeping the useful assets and elements, and incorporating changes that addressed where the test users ran into difficulties. Speek CTO, Danny Boice, said:

Unlike old school user testing, UserTesting allows us to (inexpensively) select a few testers by demographic, write up a series of prompts (e.g., Go to our registration page. Find the About tab. Read the About page for 30 seconds. Say in your own words what our product does), and then watch and listen to each session online. If five out of eight users are tripping up on the same prompt, then chances are we have a problem.

Results that matter: from idea to conversion

Speek realized a 50% increase in user understanding of their product and a 60% jump in registrations after implementing changes that were driven by test results. Hearing users share feedback on their website’s messaging and product positioning gave them a fresh perspective on the correct approach to take on aligning their product with their target audience.

Zillow changes the face of online real estate with UserTesting, boosts conversions by 8%

Increasing revenue through user feedback

Feedback from their UserTesting panel revealed that people loved seeing the map and the list of available homes side by­ side, noting that the geographic context helped them make their decision to inquire on the listing. The results? Higher user engagement, which led to a lift in real estate agent contacts of up to 8%, and a positive boost in the company’s bottom line.

Additional benefits of partnering with UserTesting

With such an active project load, Zillow turned to UserTesting as a way to reduce the administrative burden of recruiting and managing their own testing panel. By doing this, they have been able to free up valuable time to work on additional business-critical projects while gaining the usability and user performance insights their team relies on to create an engaging user experience.

The feedback from UserTesting research efforts has uncovered a variety of experience issues and customer frustrations and that, in turn, has helped the company prioritize how they spend their money and resources.

Zillow has taken strategic measures to stay ahead of the curve. For several years, their team has invested in significant benchmarking studies in order to analyze their competitors’ web and mobile service offerings. Partnering with the UserTesting research team, they have implemented System Usability Scale (SUS) studies to gauge testers perception of usability.

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Feedly uses UserTesting to create a better experience for more than 15 million users

A panel of testers who fit the right profile

Feedly has users from all walks of life. Marketers staying current on trends. Fashionistas looking for seasonal style inspiration. Home chefs looking for new recipes to try out.

With UserTesting, Feedly has been able to tap into a diverse pool of testers, and easily capture the precise audience they need to test out their newest features. Now, Feedly can spend less time recruiting, and more time on design and development.

Paid upgrades pay off with iterative testing

Feedly is primarily funded by its users through the Feedly Pro plan ($5/month or $45/year) that unlocks supercharged search and integrations with other popular apps. They often incorporate UserTesting when developing new features:

We’ve found that UserTesting is extremely helpful for identifying how our users interact with Feedly and where their pain points are. By running tests with actual users, we can test our assumptions and figure out how to design the most useful features.

Bodolec says Feedly has multiple new products and features planned in the coming months and expects to rely on UserTesting to ensure that they create the best possible experience for their users.

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Volusion hits conversion gold through combination of user feedback and A/B testing

Combining UserTesting and Optimizely for the win

In an extremely competitive marketplace, Volusion’s Senior Digital Analyst, Merritt Aho, has struck conversion gold by combining user feedback and A/B testing to boost first-time revenue by 10%. As this eCommerce service provider looks for the right mix of messaging and user experience, Volusion has found that integrating both UserTesting and Optimizely into its optimization strategy is critical to success.

Competitor research that pays off

Recently, Volusion ran a series of comparison user tests on several sites in their industry in order to determine how the homepage offering was interpreted. Aho observed that participants took longer to comprehend exactly what Volusion offered when the same test was run on their own homepage:

We learned that we could do a better job of introducing our product, to help people quickly reach the moment when they get what our site is about.

By testing out various product positioning messages Volusion saw a 10% lift in purchase conversion rate and a 6% lift in trials of the product. Once the A/B tests were run, Aho was able to quickly push all traffic to the winning test using Optimizely until their engineers were able to update the code on the homepage.

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