We use UserTesting for adding to our quantitative research with qualitative feedback from customers and people who may use our tool around the world. We test out new user flows and landing pages, and ask users to review in depth how they might navigate and explore and use the features we're proposing to them.
It gives us great additional insights to back up the data we get from our database. Understand why people do things or think them is really important.
It has a direct impact on our conversion, which as a direct impact on our revenue. We use UserTesting to improve our homepage for conversion, and a small positive change from UserTesting feedback can lead to huge revenue growth down the line.
We have only run in-person focus groups, these are the only alternatives to UserTesting that I am aware of. And they're not as good, if you're sitting over someone's shoulder watching them, they aren't likely to act as they would on their own.