UserTesting for Marketing

How can UserTesting Help Marketing Teams?

As a Marketer, you can collect feedback on virtually anything across your marketing strategy. Below are some examples, and be sure to explore the Template Gallery for inspiration.

Attitudes and behaviors

Get a better understanding of how your customers feel about your company and products.

• Brand perception—understand how its experience with your design, product, or service impacts the target audience's overall perception of your brand. The Gallery's Brand perception interview and Brand messaging evaluation templates can get you started. 
• Buyer behavior—understand how customers make buying decisions.
• Survey validation—before releasing a survey to your targeted audience, run a test with our UserTesting Contributor Network to get feedback as to the clarity and structure of your survey, and to see whether it elicits the responses you anticipated.

Check out this article on launching URL tasks to point contributors to a survey.

Digital marketing

Before launching, get feedback on your email campaigns, advertisements, and social media.

• Subject line validation—choose a target audience to get feedback on multiple subject lines so as to see which one the audience receives more favorably.
• Email copy and design—gather reactions to the design, content, and calls-to-action of your emails and use that feedback to make your copy even more resonant.
• Pre-Post A/B Testing—get feedback on two marketing designs to see which one customers prefer. Or get feedback on variations of a design to reveal customer pain points that directs you and your team to solutions and design improvement.

Check out this course on how to get feedback on marketing emails.

Customer journey

Understand how customers engage with your brand or products across multiple touchpoints, such as the following:

• Customer mapping—uncover potential areas of improvement for the cross-channel experiences of your customers.
• Omnichannel/cross channel—get feedback on the in-store and online customer experiences.
• Shop-alongs—give contributors a shopping task and watch them try to accomplish that task. Doing so will give you a better understanding of the shopping experience.

To learn more about the omnichannel experience, check out this University Course.

Messaging and creatives

Before launching a new ad or merchandise, get feedback from customers to see if it resonates with prospects.

• Validation of ads and other creatives—before launching a new ad, get feedback from your target audience to determine whether the goal you had established for your creative is being met. The Template Gallery's Ad testing, Testing creatives, and Visual design evaluation templates are great places to start. 
• Imagery and merchandising—have customers view two merchandise-package options and see which one they prefer. See the Visual design comparison template in the Template Gallery.

Check out this article on testing video assets.

Online and e-commerce

Get feedback to optimize the online shopping experience and better understand customer expectations. These templates from the Platform's Template Gallery can assist:

• Mobile app evaluation—this template uncovers gaps in the experience that hampers conversion rates.
• Pricing feedback—use this template to evaluate how your target market would react to promotions and other offers, or to a change in the price of the product.

Check out this article on how to test mobile apps.

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