A website is often the first touch point for customers with a brand - whether they've found the brand organically or through advertising. This means it is absolutely vital to ensure a seamless user journey through the website - regardless of whether the website is simply for branding, for the promotion of a product or service, or for the purpose of talent attraction.
Usability testing allows a brand to significantly improve the users experience on the website. This provides significant benefits including a better visitor retention rate, meaning visitors will spend longer and engage more with your website, and increased conversion rates. Regardless of your industry, usability testing is one of the most sure-fire ways of ensuring you maximise your chances of positively engaging with your visitors.