User testing is useful on so many levels, but the main value is understanding what stops people from doing something.
A/B testing will give you statistical data that X is working better than Y, while user testing will tell you WHY something doesn’t work
The minimum number of people to conduct user testing with is 5 and maximum is 15.
The main thing we want to learn is whether there’s any friction in the product selection or buying process – something that stops them or slows them down when they want to give us money.
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