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Learn what kinds of tests you can conduct at each stage of the customer journey. |
This article applies to: UserTesting
Testing at every stage of your customer’s journey is a great way to ensure that your product or experience resonates with your target audience and, most importantly, motivates them to engage and adopt. Conducting a baseline study (and, later, benchmark studies to measure against the baseline) can help you identify where to improve your customer journey strategy. Our Customer journey template is a quick way to evaluate the customer journey. But if you need to get more granular, read about each stage below and access our resources to guide your testing.
On this page:
- Awareness stage
- Evaluation stage
- Onboarding stage
- Engagement and adoption stage
- Value realization stage
- Advocacy stage
- Expansion stage
Awareness stage
Goal: Understand how potential customers discover your brand and their first impressions.
Types of Testing:
- Discovery Testing: Test potential customers’ awareness of your brand, competitors, or offerings in a specific category.
- First Impressions Testing: Gather users’ initial reactions to your website, landing pages, ads, or social media channels to ensure clarity and appeal.
- Competitor Analysis Testing: Understand how users perceive your competitors and how their digital experiences compare to yours.
- Suggested templates:
Evaluation stage
Goal: Ensure prospective customers can easily evaluate your product/service and see its value.
Types of Testing:
- Messaging and Value Proposition Testing: Test whether your website, product pages, or sales collateral clearly communicates your value and resonates with customers.
- Trial/Sign-Up Flow Testing: Test how easy it is for users to sign up for a demo, start a free trial, or understand how to engage with your offering.
- Comparison Testing: Conduct side-by-side testing of your website or offerings against competitors to identify strengths and gaps.
- Suggested templates:
- Buyer persona characteristics
- Competitive comparison
- Customer environment and context
- Feature prioritization
- Messaging comparison
- Mobile app evaluation
- Mobile camera: In-person experience recruitment
- Social commerce shopping flow
- Value proposition validation
- Visual design comparison
- Visual design evaluation
- Website conversions
- Website comparison
- Website evaluation
Onboarding stage
Goal: Create a smooth and intuitive experience for new users as they begin using your product.
Types of Testing:
- Onboarding Experience Testing: Evaluate how easily users can set up their accounts, navigate the platform, and understand the key features.
- Instructional Materials Testing: Test the clarity and effectiveness of onboarding emails, tutorials, videos, or guides.
- First Use Testing: Gather feedback on a user’s experience with completing their first task, such as launching their first test or analyzing results.
- Suggested templates:
Engagement and adoption stage
Goal: Ensure users fully adopt the platform and integrate it into their workflows.
Types of Testing:
- Workflow Testing: Observe how users integrate your product into their day-to-day activities, identifying friction points or gaps in usability.
- Feature Usability Testing: Test adoption and usability of specific platform features.
- Experience Testing: Evaluate how your product or experience is being used.
- Suggested templates:
Value realization stage
Goal: Help users identify and validate the measurable value and impact of how they use your product.
Types of Testing:
- Success Measurement Testing: Test how customers respond to changes made based on insights (e.g., usability improvements or product enhancements).
- Customer Feedback Validation: Gather feedback to validate that the insights derived from tests have driven meaningful outcomes (e.g., improved task completion rates, better customer satisfaction).
- Iterative Testing: Run ongoing tests to ensure continuous improvements and optimization for better results.
- Suggested templates:
Advocacy stage
Goal: Identify user success stories and amplify positive feedback.
Types of Testing:
- NPS (Net Promoter Score) Testing: Understand why users are advocates and identify themes behind positive experiences.
- Customer Story Testing: Use testing to refine and validate success stories, ensuring messaging is clear and impactful.
- Brand Perception Testing: Gather feedback on how advocates view your brand and how they communicate its value to others.
- Suggested templates:
Expansion stage
Goal: Identify new opportunities for insights across teams, use cases, or projects.
Types of Testing:
- Cross-Department Use Case Testing: Test how new teams can leverage your product to address their specific needs.
- New Market Testing: Gather insights to explore new markets, customer segments, or regions that the customer is expanding into.
- Prototype and Concept Testing: Test new ideas for products, features, or campaigns to expand their reach and relevance.
- Suggested templates:
- Competitive comparison
- Concept validation
- Connected device prototype test
- Inflation: Changes to products and services
- Inflation: Pricing feedback
- Inflation: Shifts in consumer behavior
- Market expansion: Competitive evaluation
- Market expansion: Cultural landscape
- Market expansion: Pre-launch feedback
- Prototype evaluation
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