It's a no-brainer that you would want to test your live website or app with target customers. After all, identifying and eradicating points of friction is one of the best ways to increase conversions.

But that's just the beginning of truly understanding your users and maximising ROI from UX Testing.

Here are the ten most popular tests our clients run:

1. Design

Testing your designs before they go live can help you make better design decisions, de-risk launches, and reduce the cost of changes. After all, it's easier (and nicer to your users) to make changes to prototypes than it is to overhaul a live build when things go wrong!

Test wireframes, flat images, and prototypes to get early-lifecycle insights on your designs.

Learn more: UX testing prototypes with WhatUsersDo

Case study:

Lost My Name uses iterative prototype testing to evolve painlessly and profitably

2. Competitor benchmarking

Understanding your own digital properties is great, but understanding them in relation to your competitors is even more valuable. 

Learn from their positives and avoid their negatives by seeing your competitors' sites and apps through your customers' eyes.

Case study:

Print publishing pioneer Pan Macmillan dominates digital using UX testing

3. A/B testing

We love running A/B tests with tools like Optimizely or Maxymiser. After a while, however, you can run out of hypotheses to run and results can begin to plateau.

Supercharge your Maxymiser or Optimizely experiments by basing your hypotheses on user insight and fix real, not perceived, problems.

Learn more: How to improve A/B Testing with UX insight

Case study:

Lovehoney threesome: UX testing + A/B testing + TV ads = 115% revenue growth

4. Search journeys

Not all tests have to begin on your homepage.

Start your tests from search to understand the full online user, and maximise SEO, PPC and landing page performance.

Case Study:

Branded3 simplifies search and creates compelling content with UX testing

5. Email marketing

While you're testing digital journeys, why not see how that marketing stalwart, email, is performing with users?

Create better emails with frictionless user journeys that convert using UX insights.

Learn More: 5 UX Tests Marketers Need to Try Right Now

6. Menu structure

Have users, not internal staff, determine the most efficient and understandable menu structure.

7. Content

Find out how to make your marketing content, whatever the media, more compelling from the people that "consume" it.

Case Study:

Brook optimises its mobile content with remote UX testing

8. Checkout abandonment

Stop relying solely on basket recovery emails—identify and fix the micro-conversion issues that cause users to abandon baskets.

Learn more: How to reduce basket abandonment with a UX audit

9. International testing

Cultural differences can affect usability—what works well in one country might bomb in another, and you need to know why!

Test with overseas customers in their own language (we can provide translation if you need) to get to the bottom of why your conversion rates or engagement might differ between regions.

Case Study:

Transatlantic testing: how lowcosttravel crossed an ocean to improve

10. Customer retention

Run online CX tests with your own customers to identify why they might leave, and what makes them loyal.

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