When a company looks to increase their profits, there are many steps they can take. One of the most important steps is making sure that customers who already want to buy their product can actually determine how to do so. While websites are designed in such a way that this should theoretically be easy, that is not always the case since sometimes an outside expert is needed to determine key issues with usability.

This idea is perhaps best illustrated by the example of Stubhub’s recent 2.6-percent increase in conversion rate after using UserTesting.com to analyze its ticket buying website. It turns out that the button labeled “See Details” confused users. Most were under the impression that the labeled button would redirect them to the ticket purchasing page. “See Details” apparently reminded users more of terms of service agreements than a link to buy tickets. Due to the advice of UserTesting.com, Stubhub changed the name of the button to “Go” and received significant results.

UserTesting.com conducted the study that turned up these results using its video analysis tools. Among the benefits and services that UserTesting.com offers are access to over a million study participants, moderated testing and a dedicated account manager who oversees and simplifies their clients’ test results. Test participants can be recruited by the company using UserTesting.com or through the company’s website. Feedback is given with both qualitative and quantitative data, making the insight more valuable and actionable.

In the words of Darrel Benatar, CEO of UserTesting.com, “Most e-commerce websites unknowingly confuse their customers and make it difficult to place an order. Forrester (News - Alert) Research estimated 50% of potential sales are lost because users can't find information. That's why it's vital to frequently get your website in front of real people with fresh eyes who can deliver unbiased feedback.” This assertion was certainly proved to be true in Stubhub’s case and chances are high that this holds for the majority of other e-commerce sites on the market as well.