Case Study: GoDaddy achieves faster, higher-confidence customer insights with UserTesting

How GoDaddy delivers a more targeted customer journey to small business owners

GoDaddy, a large technology company that helps small businesses start and grow online, wanted to understand and improve the end-to-end customer journey for new business owners. After an initial 2018 UserTesting study showed prospective customers’ confidence dropped as they moved through awareness, site, and competitor comparisons, GoDaddy made branding and site changes and then needed to validate their impact—remotely and quickly during COVID-19.

By replicating their original study with UserTesting, the team duplicated surveys and pages easily, ran more sessions, sped up analysis with highlight reels, and reduced time and resources spent on testing. Results showed 50% of participants still thought of GoDaddy first in awareness and overall appeal improved, though “best fit” consideration declined and competitors also gained ground; the insights produced a clear action plan across ads, signup flows, SEO/SEM, landing pages, and product-feature testing and boosted confidence in decision-making.

GoDaddy

Ashley Chinzi

CX/UX Researcher