The Customer Marketing team at UserTesting runs an Influitive-powered community site for their customers. Users can join discussions, access training/enablement materials, keep up with news, and complete challenges. To increase engagement with key areas of their community—such as discussions—UserTesting embedded new user interface (UI) components into their community. 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.
After increasing CommUnity membership to 3,600+ members in 2021, UserTesting shifted its 2022 focus to improving engagement. The team identified crucial opportunities—such as making discussion threads more accessible—to help users engage and return over time.
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 14% 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.
CommUnity page highlights
- Homepage: Additions include a card grid that makes it easy for members to access discussion threads of interest without searching or filtering.
- Challenge and Event Banners: These in-app components encourage member participation in certain challenges or submit registration and feedback for upcoming events.
- HUGs page: This additional visual card grid helps members access discussion topics for the various regional user groups that UserTesting hosts.
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. To learn more, visit www.usertesting.com.
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