As a flexible ticketing solution for live events, we leverage texting as a way to quickly communicate to fans about event availability that can fluctuate over time. In a recent partnership with AB Tasty, we decided to test the language around some of our call-to-actions.
By A/B testing this language directly with our end users (fans), we were able to better engage with them and understand what motivates them to sign up for SMS notifications. But this stage of testing is just one of several key steps we take to fully optimize engagement. Hear what our very own Lynne Green says on the role of user testing:
Inside User Testing
Lynne Green, Director of Product Management, Breaks Down Why User Testing is Crucial to the Product Development Process
“Product managers take in hundreds of opinions a year from internal team members and customers. It’s our job to weed through the opinions, apply research, and determine how to move the product forward. Especially when it comes to the user experience, the best research comes directly from your end user. It’s easy to let the popular opinion around the organization drive design decisions. But, I don’t believe that provides the best outcome for our fans or our partners. There are certainly design patterns and research that help guide us to options, but ultimately, user testing will provide us with the RIGHT answer.
At Experience, we do this in three ways. The first is through user tests run before any code is written. We run our current design first to see where the pitfalls lie. How long does it take for users to get through the journey? Are they able to successfully complete the task provided? Then, we run a similar test with the new design. Failures are okay; even celebrated in this stage. If we fail, we’ve saved ourselves countless hours of development and disappointed fans.
The second is through user acceptance testing with our internal team members. We tend to call this the Alpha phase of development and it is extremely helpful to catch configurations not in the “happy path.” In this phase, product managers work with subject matter experts (SMEs) to mimic the experience of our fans or partners. Did it work as expected? Were there any user paths that didn’t flow or felt clunky?
The third is through A/B testing, which we’ve been able to leverage the AB Tasty technology to implement. Most of the time, we’re not redesigning an entire page with this tool, but rather we’re trying out new layouts or different text on an existing page. With the support of our partners and AB Tasty, we can see if the change improves the user experience through less confusion, fewer bounces, and more conversions. Once we have our answer, we can choose to fully integrate it into our product going forward via AB Tasty or directly within the code.
All three of these testing initiatives help make sure the changes we’re making within the
Experience platform are truly USER-tested and USER-driven.”
Following this multi-step user testing process, our product and customer success teams collaborated to refine our messaging based on first-hand feedback from fans, creating a more streamlined fan experience with language that proved a 50% higher lift in call-to-action clicks. Want to learn more? Read the full study below.