3 Lessons Marketers Can Learn from Usability Testing

January 24, 2022

The hallmark of successful marketing lies in marketers’ ability to ensure that their products satisfy customers’ needs. All marketers strive to sell their company’s products in the best ways possible. To achieve this goal, they must employ many strategies.

One strategy that has, in recent times, proven to be effective for marketing is usability testing. When it’s done correctly, usability testing can assist marketers in promoting and selling their products and even improve marketing outcomes.

In this article, I’ll highlight three lessons that every marketer can learn from usability testing. Let’s dive right in!

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Usability Testing as a Marketing Strategy

Usability testing, sometimes known as user-experience (UX) testing, is the process of putting your product through its paces with actual users, while monitoring and documenting their interactions. Usability testing enables you to determine whether your product design is sufficiently usable for your users to achieve their objectives.

As a marketing strategy, usability testing involves having real people test the usefulness and viability of your products. Although you have autonomy over the nature of these tests, you must obtain the consent of the participants at specific intervals. You must also be open-minded about their feedback.

Usability testing can help you to understand the mindsets of your users, so you can package your products to meet their specifications. Often, usability testing gives you new perspectives on your product design. You may see users engage with your product in ways that you didn’t anticipate when you created it.

Usability testing can give you an edge in your marketing process: You can decipher the problems that users encounter when using your product—and, through competitive testing, with those of your competitors—and develop creative ways of rectifying them. If necessary, you can return to the drawing board and repackage your product before releasing it to the marketplace.

Undoubtedly, usability testing is a strategy that every marketer must employ if they’re planning to stay in the marketplace for long.

3 Lessons Marketers Need to Learn from Usability Testing

To achieve the best result, every marketer should try to integrate at least two or more usability studies into the marketing process for their product.

Although there are various usability-testing methods, finding the best approach for your marketing strategy shouldn’t be difficult. Now, let’s consider three lessons marketers can learn from usability testing.

1. Remember, the consumer is king.

One of the most important lessons you can learn from user-experience testing is that the consumer is king. Every action you take should have the goal of ensuring that you meet your customers’ needs. Through usability testing, you can learn about disparate customer preferences, then, as a marketer, sell your product by addressing them.

By conducting usability tests, you’ll learn that it’s not enough to sell whatever products your company has. Instead, you must make an effort to sell customer-centric products. It all comes down to what is best for your customers.

Do your products serve a purpose for your consumers? Do they understand how to use it? Are there ways in which they use it that you hadn’t thought about?

2. Use your customers’ feedback to sell your product.

The major aim of usability testing is to get insights into how users perceive your product. When your testing process is well planned, you can gather useful information and insights from test participants.

As a marketer, you should strive to use every piece of information that you’ve gathered. Evaluate the results of your usability study, and use participants’ feedback to improve your marketing tactics. When you sell your product by leveraging customer feedback, you can overcome any initial barriers in the marketplace because your product can meet your customers’ needs.

3. Be sure to collate users’ feedback at various stages of the marketing process.

The beauty of usability testing is that you can conduct it at any stage of the marketing process. However, it is advisable to do testing at various points—long before the final sale. If you can, run three or more usability studies.

For every test session you run, carefully collate the information you get from participants. To facilitate managing participant data, develop a system that saves users’ input or collects responses in such a way that you can access them at a later time. Then you can refer to previous test results, compare users’ feedback, and use your findings to improve the quality of your product.

Benefits of Usability Testing to Marketers

Usability testing provides benefits that make all your effort worthwhile for the business and the brand. Let’s review just a few of these benefits.

Customer Knowledge

Knowing and understanding your customers is a crucial element of marketing. Through usability testing, you can learn about and understand the behavioral patterns of your customers on a broader scale. You can get insights into their perceptions and learn how they reaction to your product’s features. Once you have improved your customer knowledge, you can work to satisfy your customers’ needs.

Product Rebranding

Based on your ability to derive relevant information from participants’ usability test results, you can leverage users’ feedback to rebrand your product and increase its customer patronage. Usability testing helps you to notice things that you might not previously have considered. In addition, you get to watch people use your product in different ways, and this can inspire ideas on how to refine or upgrade your product.

Increased Revenue

Successfully tailoring your product to suit your consumers’ needs can be a game-changer for your brand.

Once you’ve used the information you’ve gathered to repackage your brand, the resulting product will be more attractive to your target audience. Plus, by conducting usability tests, you can raise brand recognition, produce high-quality leads, and expand your client base. By using the information you’ve gathered through usability testing for marketing, you can successfully increase the revenue for your brand.


It's not enough to simply manufacture and sell your products. You must be certain that those products are what your customers want. Your aim, as a marketer, should be to sell the best version of your product that is possible—one that meets your customers’ needs. Through usability testing, you can learn about different people’s views of your product. Then work with this information to improve your success in your market. 

SEO Content Writer at SmartData Collective

Buffalo, New York, USA

Lydia IsehLydia has years of experience writing SEO content that provides value to readers. As someone who believes in the power of SEO to transform businesses, she enjoys being part of the process that helps Web sites rank highly in search engines.  Read More

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