Product testing is an iterative process with a set of scientifically developed and statistically validated processes, ensuring that the products delivered matches pre-set expectations. Both services and tangible products go through the testing process. It is a guiding tool that follows a product throughout its lifecycle. Tested products hit the market on a sure-shot basis, and they help in building brand repute besides earning sustained goodwill in both existing and new markets.
- When Production Costs Are Huge And Are Feeding Off From Profits
This is a common scenario that exists in online businesses. With the absence of personal touch in making and selling products, there is a gap between what is produced and what is intended to be purchased by the buyers. Rejection of products in the markets, forces the production teams to alter and tweak its production methods. Unless testing results are available to validate such processes, there will be no control over costs. Product testing thus minimizes errors and lapses, thereby bringing down the costs of production and their negative impacts on profits.
- When Lead Generation Is Satisfactory But Conversion Rates Are Dwindling
Thanks to the technology breakthrough, digital marketing works wonders even with a shoestring marketing budget. However, even high quality traffic, generated for your website, may not result in satisfactory conversion rates, if customers do not find the product range buyable. Products of online businesses cannot be touched and felt before buying. This necessitates the demand for product testing which introduces the product to testers, who are most representative of the target market. When the product testers give a green signal for the product, future conversion rates get optimized.
- When Customer Attrition Rates Are Worrisome
Despite marketing a killer product with an innovative appeal, the Pathwwway Ltd product testing team has witnessed a struggle among its clients to hold on to their existing customers. The online market is highly competitive. A product which is an innovation today can become a stereotype tomorrow, causing customers to get lured by competitors. This is when churn occurs. The scope of product testing is not confined to existing products alone. Testing can unravel the possibilities to enrich your product line and also to identify new uses in the existing products. In this sense, a business with high rates of customer churn can use product testing not only as a cost-saving tool, but also as a retentive one.
- When New Market Entry Is A Challenge
Whenever a business finds the demands for its products getting saturated in existing markets, the way out is to gate-crash into new ones. However, entry barriers are high in online markets due to the dominant presence of big players. The best way to gain entry is to undertake a market research and find out the existing pain points of customers in the new market. Having done this, product testing comes into picture, and studies the product-market fitment. In case there are gaps and shortcomings, they are made good by carrying out the required changes in a timely manner. When a fully tested product goes live, it becomes an instant success in new markets. Customers become fully satisfied with the product and they refer it to their network in an organic manner. Thus Pathwwway product testing makes it a cakewalk for businesses to gain sustainable market shares in new geographies.
- When You Plan To Expand Your Product Portfolio
Innovation is the key to survival in the competitive environment of online businesses. Adding new products is the way in which businesses put their innovation capital to use. Product testing assesses new products for their uses and functionality when they go live. For example, when developing a new web design, the product must be checked for its smooth user experience without any technical glitches. Using A/B testing, businesses can develop multiple variants of the same product and can evaluate testing results thereof. Based on such evaluation, the best product design can be shortlisted before mass production begins.
- When Your Website Ranking Is Poor
There is a close connection between the products and services sold by a business and its website rankings. This is because, when internet users come calling on your website, they will continue to stay on-site only when they find relevant products that can suit their needs. Search engines like Google and Bing offer top priority only to those websites that can cater fruitfully to customer searches. Failure to offer relevant solutions to customer needs is not good for SEO and your website gets pushed to oblivion in the search result pages. On the other hand, product testing alerts you to the exact needs of the target audience for which your products will become fitting solutions. When launched online, these products become tools to attract the best traffic that is easy to convert. This results in enhanced search engine rankings for your website.
- When The Marketing Targets Are Not Met
In the mad frenzy over consumerism, modern businesses have ignored the emphasis to be given to products and their lifecycles. There is a heavy shift of focus to marketing and to gain an impressive online presence. However, all efforts to market and build your online reputation go futile, if your products and services fail to impress customers, post purchases. When businesses find that their marketing campaigns are not able to meet sales targets, then it is time to look back at your product offerings and test them for market acceptance. When brand awareness is in baby stages, the way to expand it, is by way of product testing.
Pathwwway product testing methods are novel and less time-consuming. Repetitive processes are avoided and this results in overall economization of the production process. New ideas, production methods and marketing channels are tested for their impact on the target market. Product testing is the foundation for a business to scale-up both internally and externally. It is a precursor that determines the success or failure of the horizontal and vertical expansion of a business.