How UserTesting increased customer engagement, achieving a 17% click-through rate on in-product banners

Summary: 

UserTesting’s platform helps teams leverage customer feedback to create better experiences.

Benefits:

1. Increased engagement via content that activates users directly within their in-app journey—instead of in an email.
2. Quick, easy updates ensure content is as fresh as UserTesting’s latest events. 
3. Greater customization and reduced dependence on professional services and developers.

The Customer:

UserTesting (NYSE: USER) has fundamentally changed the way organizations get insights from customers with fast, opt-in feedback and experience capture technology. The UserTesting Human Insight Platform taps into our global network of real people and generates video-based recorded experiences, so anyone in an organization can directly ask questions, hear what users say, see what they mean, and understand what it’s actually like to be a customer. Unlike approaches that track user behavior then try to infer what that behavior means, UserTesting reduces guesswork and brings customer experience data to life with human insight. UserTesting has approximately 2,500 customers, including more than half of the world’s top 100 most valuable brands according to Forbes. UserTesting is headquartered in San Francisco, California.

An Influitive-powered CommUnity site allows UserTesting’s Customer Marketing team to engage with customers. The hub allows users to join discussions, access training/enablement materials, keep up with news, and complete challenges. 

The Challenge:

After increasing CommUnity membership to 3,600+ members in 2021, UserTesting shifted its 2022 focus to improving engagement. But the team needed to figure out how to make discussion threads more accessible, which would prompt engagement and encourage users to return over time.

While email marketing might have been an effective way to highlight thread activity, it still didn’t solve the problem of bringing attention to discussions directly on the CommUnity page. The Customer Marketing team needed to highlight content within the hub to truly improve the user experience and promote engagement. 

The Solution:

To increase interaction with core sections of their community—such as discussions—UserTesting embedded new user interface (UI) components into the page. Using Candu, the team can build vital homepage content and HUGs (Human insight User Groups) page resources. Candu’s no-code, drag-and-drop editor allowed the team to make these updates—without CSS or professional services.

Anissa narrowed down the top eight most valuable discussion categories for members and created a visual grid. The grid showcased and linked relevant discussion threads or external resources to help guide members. 

Since adding the grid to the homepage, the categories have seen a combined average of 4% click-through rates. Qualitative member feedback further validated this initiative as a valuable part of the community experience.

With the help of Candu and Influitive’s partnership, Anissa also launched several homepage announcement banners—driving members to complete specific challenges or participate in upcoming events. The newly implemented challenge banners have a 17% click-through rate.

Candu’s product-led experience builder empowers UserTesting’s Customer Marketing team to amplify their Influitive CommUnity content. Previously, default Influtive options, custom CSS, and reliance on professional services had hindered the team’s ability to rapidly experiment with new content. Now, customer-side professionals like Anissa can quickly create and iterate on new, engagement-boosting ideas. 

The Customer Marketing team has seen remarkable success in a short amount of time, and they’ll continuously look for new ways to use Candu’s UI embeds to drive additional engagement and incentivize users to return to their community.

The Results:

• 17% click-through rate on challenge banners
• 4% combined click-through rate average for homepage categories content