Messaging comprehension

Messaging is one of the first things your customer sees and helps build that first impression or cultivates an existing relationship. From summarizing your homepage on your website, announcing a new product on social media, or persuading through a datasheet, the best way to know if you’ve hit it on the mark is to ask your customers themselves.

With this brand testing template, determine if people understand and resonate with your messaging, and which will perform the best and why. Whether you’re in the design or build phases, thanks to UserTesting’s contributor network, you’ll be able to see and speak with your customers remotely as they engage with your messaging.

According to Semrush, 58% of marketers rely on mobile messaging as their primary method of customer retention. This means less room and a more constricting character count to work with, making it all the more important that the messaging you do have is worth every space. But no matter if you’re conducting tests for mobile or web, on whichever medium, making assumptions about what you think your customers want to hear is a costly mistake. Getting user feedback early, and often, will make all the difference.

If you’re following the agile process, your messaging comprehension test should fall early in the process, in the design stage. This should come after product adoption and feature prioritization, and before prototype evaluation and website navigation. That said, messaging can be tested at any stage—even after a product is launched. Even if you've tested messaging early in the process, it's a good idea to regularly conduct benchmarking studies to track changes in sentiment and how your message resonates with customers over time.