CX Metrics and QA – An Underrated Bond

The Cause-Effect Relationship of QA and CX

QA and CX are on opposite ends of a project lifecycle. So why are we talking about software testing as something that impacts clients’ experiences? Well, simply because it does.

Software testing services are sometimes perceived as flicking a switch to see if the lightbulb actually works, i.e., effortless and not really necessary. However, even such a seemingly simple task can reveal many unthought-of-before details:

• Is the switch recognizable and visible?
• Is the switch in the convenient position?
• Is the switch comfortable to handle?
• Does it perform the intended function?
• How long does it take for the light to shine?
• Is there flickering?
• Is the light pleasant to the eye?..

Now, from this little illustration emerge two questions:

1. Will the light switch user be happier with the business that simply provided a regular old device or the one that thought about all minor tweaks and enhancements for a better experience?
2. Is the user more likely to leave positive feedback on a gadget that ‘just works’ or a piece of art switch that accommodates all sensations and unconscious needs?

The answers are rather obvious.

Yes, QA specialists strive to verify that everything is operational. However, QA professionals are long past just putting the ‘complete’ badge on every development process step. In modernity, quality assurance is often about improving an already functional/good product.

Many companies come up with great projects. But the emphasis is on ‘many,’ as there are dozens of alternatives for any business venture. Thus, in reality, it all comes down to standing out. And the best mode of achieving it is ensuring that software is brimming with quality, creating a halo of recognition. As software testing impacts quality, it also affects CX metrics.

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How QA Affects UX and CX

Math does not lie – the sum entirely depends on the addends. In this case, we are working with the equation QA + CX = success. Since the sum is known, let us review the addends first and then figure out how they influence the outcome.

UX Metrics

Upon utilizing new software, the very first aspect a consumer notices is the interface. Today’s digital interactions are adapted to provide the most comfort to users. For example, in mobile applications, even button dimensions are tailored to the size of an average human thumb.

Being a part of ample CX metrics, UX is centered on the customer’s interactions with the user interface and the interactions’ quality. These are defined per the following statistics:

Pageviews

The initial perception of an app is determined by its visuals. Designing an interface that is pleasant to the eye encourages customers to get to know a product better.

System Usability Scale

Encountering a software’s UI is the moment of a handshake between the app and its user. Easy-to-navigate interface welcomes a consumer to try the things it has to offer. If the design is messy or scrambled, users will not even look into the program.

Abandonment Rate

If a client is satisfied with what they see, the next logical step is to test the main functions. If users cannot achieve this due to design/functional flaws, they are most likely to leave immediately and look for something else.

Conversion Rate

If users can complete a task successfully, they realize that an app fulfills their desires and convert to regular, ‘active’ users.

Task Success/Task Time

How many tasks are available and can be completed defines how functional an app is. If primary services are attainable, but there are secondary aspects that a user cannot reach, it becomes an inconvenience. Modern-day clients are often unwilling to tolerate such frustrations.

Similarly, how fast and easily clients can get what they need impacts their likelihood of repeated usage. Waiting too long for something to process or spending extra time on figuring out how it works are two aspects users cannot afford to deal with.

Issues Encountered

When certain defects are found, quantifying and analyzing them can help evaluate what needs to be done to upgrade the program. Too many problems will repent a customer. However, if the app is well prepared but has a few minor bugs, rectifying the mistakes by listening to user feedback is excellent not only for enhanced functionality but for brand image, too.

While being incorporated into customer experience, UX mostly centers on satisfaction with the functions of design, and CX focuses on the aftermath of user interactions and sensations.

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CX Metrics

Customer experience is a term encompassing many business-client relationship nuances. Essentially, it is the sum of all user interactions with the software. It also includes the spectrum of feelings a client lives through while using a product. Thus, CX can be defined as the mode of engagement between consumers and businesses.

So how to measure CX? Many know of the six globally recognized CX metrics:

• Net Promoter Score. The likelihood of a user recommending the app.
• Customer Satisfaction. User’s overall content with the app.
• Churn Rate. The number of users who stopped using the app.
• Retention Rate. The number of users staying on the app.
• Customer Lifetime Value. User’s worth to the business over the period of their association.
• Customer Effort Score. User’s effort to use the product/services.

Fewer are aware of the amount of work put into keeping the said metrics in optimal percentages. CX determines a software’s longevity and profitability, yet it may fluctuate based on market trends. So, what determines CX? Evidently, the product itself.

The amount of effort dedicated to an app predefines its perspectives. Any mishaps in the software development process shall lead to a decrease in quality. And a sub-par product results in low digital customer experience metrics. Likewise, the opposite holds true. Well-established development produces a great app, thus advancing CX.

However, customer experience can also help further improve a project via feedback. Thus, monitoring customer experience KPIs is crucial for profitability, but it is just as important for product enhancement and steady revenue.

Software development processes may differ depending on the type, demographic, and market realities. Nevertheless, in the concluding phases, it is always testing that functions as the final assessment. Whether it is the waterfall model, agile, scrum, etc., quality control comes in a bit later to pinpoint defects and ensure they are eliminated to guarantee a high-standard product.

QA’s Impact on CX

The intricate connection between QA and CX logically concludes that one affects the other. To better understand how software testing influences customer experience, let us focus on the top five customer experience measurement metrics.

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Customer Effort Score

CES measures the effort a user needs to apply to use a product/service, find the desired information, or resolve an issue. Here, there are a few aspects involved: UI and customer support.

A few testing types can ascertain positive outcomes:

Graphic User Interface Testing

The importance of GUI cannot be overstated. It is the users’ primary mode of interaction with a program. Verifying a software’s user-friendliness and full functionality ensures favorable communication with the app. And in regard to CES, GUI testing guarantees that a client can find needed data or reach out for help.

Smoke and End-to-End Testing

Smoke testing determines whether the most critical functionality is working. End-to-end testing covers the whole operational flow of an app. Confirming that software is fully functional provides users with the ability to enjoy each and every service it has to offer.

Operational Acceptance Testing

This type of testing defines the degree to which the system is ready to be supported. In other words, it covers a software’s functionality for all agents involved except the clients. OAT prevents users from encountering problems from ‘the other side,’ securing smooth communication and data transfer.

Carrying out these and related tests provides clients with the opportunity to exert the least effort when using an app and its functions, thus keeping high CES.

Issue Resolution

This metric assesses an issue’s journey. Tracing a problem’s starting point, identifying how long it took for it to be registered, and how fast it was resolved establishes what issues exist in the system and how easy it is for users to reach out and get support.

Similarly to CES, the mentioned testing set will help adjust and polish the response process. GUI, smoke, end-to-end, and operational acceptance testing confirm there is a reliable structure where consumers are sure their concerns will be addressed swiftly.

Churn Rate

A part of any business cycle, the churn rate defines the ratio of users that terminate their cooperation with an app. It is better to run full testing to ensure the lowest possible churn.

This metric can help find out where most defects/troubles reside. For example, clients leaving the program before completing the main task for the first time point to functionality issues. On the other hand, if users did not even reach the stage of intent to perform a task, this could mean faulty UI, i.e., inability to navigate an app easily enough. Among vital tests for this category are:

Sanity and Regression Testing

Steady updates and upgrades are necessary for user retention. Market trends change and evolve rather frequently. And in this race for revenue stability, resilience is crucial. Thus, after each new feature or enhancement, sanity testing should be performed to confirm their functionality and immutable quality.

Unlike sanity testing, regression focuses on unaltered functions. Reviewing older features to make sure they are still up and running allows for upholding an established quality standard. It adds a touch of extra care to an app and lets users know they are watched over, thus advancing brand image.

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Exploratory Testing

Here, QA specialists freely explore software to see if there are any bugs. Primarily relying on their own knowledge, QA engineers locate common issues and define potential bottlenecks. A spotless program is likely to keep users engaged for lengthier periods.

While exploratory testing is not a ‘must-do inspection,’ it helps locate issues that may be difficult to spot via scripted tests, e.g., game bugs found by breaking system logic. There is no utmost cruciality with this type of testing, yet it is one of the methods of elevating a project.

Customer Satisfaction Score

There is no denying that an app must be of supreme quality to reach the ultimate CSAT. Since customer satisfaction can relate to any touchpoint, from GUI usability to customer service grade, covering all fronts would be the best decision.

While there is the option of tailoring survey questions to specific aspects, dismissing other faucets may undermine a software’s perception and communicate to the users that particular details were not taken into account. Providing consumers with the opportunity to express their genuine opinions signals openness and builds trust.

Net Promoter Score

Net Promoter Score is the holy grail of CX metrics. NPS is based on a single question, identifying the likeliness of a client to recommend a product. Users tend to leave feedback when their experience was either painfully bad or incredibly pleasant.

Recalling the ‘lightbulb case,’ if a consumer is to refer an app to their relations/acquaintances, they will only do so when considering a software superior. It is not simply because of excellent quality, but also due to the pressure of responsibility. Feeling accountable for another user’s feelings about a product urges the ambassador to guarantee the utmost satisfaction.

Having people recommend an app means scaling. With this, there is one testing type that will be most helpful.

Compatibility Testing

This test examines whether the software is capable of functioning on various devices, OSs, network environments, applications, etc. Logically, the more opportunities for expansion there are, the more likely it is to happen. Hence, carrying out compatibility testing ensures that in case of recommendation, new consumers, no matter their mode of interaction, will be able to access the app and use it with just as much enjoyment.

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To Conclude

Software testing services’ CAGR is predicted to grow by 14.05% by 2029, as per Data Bridge Market Research. Market share growth demonstrates demand, conveying that QA indeed works. The amount of QA companies that provide software testing services rated on Clutch is 2,301, and on Good Firms – 1,402. And this is not even half of all possible options. Therefore, any business can find what suits them best.

Not everyone likes fiddling with numbers. Yet everybody understands the difference between 40% and 100%. But unlike in calculus class, in business, the capacity to share responsibilities is much more advantageous. Not only the burden of dealing with software technicalities is alleviated, but the issue is taken care of by experts who enjoy what they do and are good at it.

Incorporating an in-house QA team, contract QA engineers, or a QA outsourcing company directly and positively impacts a project’s success. Thus, when aiming to raise a business’s impact statistics, cooperating with QA professionals is sure to deliver those five brightest stars.