UserTesting's $10 Tests

UserTesting.com provides a platform connecting companies who need website/app testing with stay-at-home workers (particularly moms) who can provide user feedback. The company recently went public with a $1B+ market cap.

Key Points:

• Service Overview:

  • Companies pay for user feedback on their websites/apps
  • Users record themselves navigating sites while talking through their experience
  • 15-minute video recordings of users completing specific tasks
  • Focus on average users rather than skilled testers

• Economics:

  • Companies pay $25-30 per test
  • Testers earn $10 per test
  • Company keeps $15-20 margin
  • Testers can complete ~4 tests per hour

• Testing Process:

  • Companies provide specific tasks (e.g., "find a Christmas gift for your dad")
  • Users record their screen and voice while completing tasks
  • Feedback focuses on confusion points and navigation issues
  • Videos shared with company's research/design teams

• Target Workforce:

  • Primary focus on stay-at-home moms
  • Flexible hours and work-from-home
  • No special skills required
  • Must match demographic requirements for specific tests

• Business Model Evolution:

  • Started with per-test pricing
  • Now moved to subscription model
  • Successfully IPO'd as $1B+ company