Mastering User Testing to Unlock Better Growth Results
Article written by
Stuart Brameld
You know that feeling when you're convinced your website is intuitive, but users keep getting stuck in weird places? Yeah, that's exactly why user testing exists.
Most teams rely on analytics, surveys, or focus groups to understand their users. But here's the thing – none of these methods show you what's actually happening when someone tries to use your product. User testing does.
Why user testing beats other research methods
The Japanese have this concept called "Genchi Genbutsu" – it means "Go to the real place and see for yourself." Toyota's lean manufacturing guru Taiichi Ohno lived by this principle, and it's exactly what user testing is about.
Instead of guessing why your conversion rate sucks or why people abandon your checkout flow, you watch real people struggle with these exact problems. You see their confusion in real-time. You hear them mutter "Where the hell is the login button?" under their breath.
"If a user is having a problem, it's our problem."
Steve Jobs
User testing forces you to confront these problems head-on instead of making excuses about "user error."
Customer research methods each have their place, but user testing gives you something the others can't – context. You don't just learn what happened, you see why it happened.
How to run a user test
The biggest decision you'll make is whether to go moderated or unmoderated.
Moderated testing means you're there (in person or via video call) guiding the session. You can ask follow-up questions, dig deeper when something interesting happens, and clarify confusing responses. It's like having a conversation while watching someone use your product.
Unmoderated testing is more hands-off. Users complete tasks on their own time while screen recording software captures everything. It's faster and cheaper, but you miss those "aha" moments where you could have asked the perfect follow-up question.
If you're just starting out, go moderated. The insights you get from being able to ask "What were you thinking right there?" are worth the extra effort.
For the actual testing process, Steve Krug wrote the book on this – literally. His usability test scripts are gold, and his book "Don't Make Me Think" should be required reading for anyone building digital products.
Types of user testing
Here are the main types you'll encounter:
Type | Description |
|---|---|
Usability Testing | Watch users complete specific tasks to find friction points |
A/B Testing | Compare two versions to see which performs better |
First-Click Testing | Track where users click first to understand their mental model |
5-Second Testing | Show a page for 5 seconds to test first impressions |
Card Sorting | Have users organise content to understand how they think about information |
Tree Testing | Test your site navigation without visual design distractions |
Prototype Testing | Test early concepts before building the real thing |
Accessibility Testing | Ensure your product works for users with disabilities |
The key is picking the right type for what you're trying to learn. If your homepage bounce rate is terrible, try 5-second testing. If users can't find what they're looking for, tree testing might be your answer.
The bottom line
User testing isn't about proving you're right – it's about finding out where you're wrong before it costs you customers. Every confused click, every frustrated sigh, every "I don't get it" is a conversion opportunity you're missing.
Start small. Test five users doing one important task. You'll be shocked at what you discover. Then make it a habit. Because the moment you stop watching how people actually use your product is the moment you start losing touch with reality.
For more detailed guidance on user testing methods and best practices, check out Conversion Rate Experts' comprehensive guide.
Your users are already telling you what's broken. User testing just helps you finally listen.
"We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results."
Laura Perrott, Colt Technology Services
Growth Method is the GrowthOS built for marketing teams focused on pipeline — not projects. Book a call at https://cal.com/stuartb/30min.
Article written by
Stuart Brameld
Category:
Acquisition Channels