Here we are again – on the home straight now. Heading towards an error free website. (although many of these tips apply to apps, platforms, software etc.)
Today we are covering some real examples of customers we have worked with and the digital performance issues they have faced. The size of company varies wildly from small start-ups through to massive global organisations – none are exempt.
Staying on top of digital performance problems
New issues are cropping up all the time – when we test our customers sites, we often see the same ones turn up on multiple site tests.
To help you keep on top of the situation we publish our issue of the month on our website.
Below are a couple of the most recent – If you want to sign up to our newsletter we have a form at the bottom of each page.
Top Tip #1
No website is immune to bugs – something that is abundantly clear to ecommerce retailers who update their platforms on a regular basis. During one of our testing phases, a German tester uncovered a conversion bug which had the potential to cost the company thousands in shipping costs, if left undiscovered by their internal teams.
In this instance, the German tester used a UK-based site to buy a product and unlocked a free shipping code, which should have only been triggered once a certain amount was reached. So, how did they do this without spending the minimum amount for free shipping?
Once the tester added the item into their basket, the site automatically added a highly priced shipping cost to send the item from the UK to Germany. The tester then increased the quantity of the product unlocking the free-shipping code automatically. All they had to do after this was revert back the quantity to the original amount, meaning the free shipping code stayed even though the minimum price hadn’t been reached.
So, in theory, automatically added coupon codes are a great idea. However, without functional testing, your business could be paying out of its own pocket to accommodate them.
Top Tip #2
We encountered an old foe while testing on a well-known UK retailer’s site, which has over 2500 stores nationwide. You guessed it – gift cards were playing up again. On this occasion, the problem was preventing customers from purchasing items where the full balance of the order was paid using a valid gift card on both Mac and Windows browsers. After fixing the bug, we were able to deliver a significant increase in conversions and sales to our client.
Unfortunately, this is a recurring issue – and no-one is immune. So, what can you do to prevent gift card and discount code issues?
- Avoid using simplistic discount codes on high-end brands like NOW50 or DRESS25. These are used by multiple brands and can end up costing you money.
- Ensure that all your gift cards are localised. If a UK customer purchases a gift card then you need to ensure that the gift card is in GBP and not USD.
- Check that when gift card amounts are entered, customers are not able to input minus amounts. This can result in the chosen amount being automatically deducted from the shopping cart’s overall price. We promise you, this does happen!
- Routinely check your customer journeys. Often, promotional discounts are sent over email but with multiple browsers and devices being used, your customer’s journey from the discounted email link to the checkout can be faulty or will fail altogether. Testing your customer journeys regularly with external agencies will ensure a wide device and browser coverage, costing you less time and money.
Real examples of testing overcoming challenges
Audi – German Car Manufacturer
Audi were getting ready to release their first ecommerce platform. The platform had to make a great first impression, offer a friction-less experience and integrate into ‘Audi’s Digital Strategy’.
Having worked together for several years before, Audi joined together with Digivante to solve all their testing problems. On each cycle of testing, Digivante presented an aggregated report featuring a number of issues, prioritised in order (from high to low), that adversely impacted the experience of the website.
In just six days, 160 man-days of testing were delivered. Digivante discovered issues across 4 well known platforms, Android, IoS, Mac OS and Windows, and all critical issues were identified in order of priority for Audi to fix. Due to Digivante’s speed, efficiency and scalability of testing, Audi were able to focus on additional business critical projects and priorities. Meaning that, even with short time frame, Audi released their new platform with confidence.
Simon Jersey – Uniform Marketplace
Simon Jersey’s new website relaunch was the source of much anticipation. However, after 12 months of hell from the last web launch, due to a lack of testing, Simon Jersey was determined to seek out a professional testing company.
Simon Jersey’s extensively localised website was purposefully designed to cater towards many European customers. However, the brand’s large-scale product range and detailed localisation meant that internal beta testing was no longer able to take on the website relaunch, as well as the inclusion of new functions. So, we took on the project.
We focused on end to end testing, payment options, registrations, multiple orders and localisation amendments. All were tested thoroughly over a two-cycle testing process.
Our testers covered 474 different platforms, including Sony, Samsung, Apple and Huawei. Along with numerous browsers including Chrome, Firefox and Safari browsers.
A large proportion of issues occurred on the home page and product pages, with critical issues showing up most frequently during the checkout process for registered and unregistered users.
355 testers were used and collectively performed 260 hours of work over a two testing cycle process. 324 bugs were identified. Including 5 critical, 60 conversion and 259 customer experience issues. Of the bugs identified these included layout and validation issues, button issues and broken links.
A number of issues were identified that would have impacted on actual purchases – including incorrect pricing, limited ability to purchase some products, and payment errors.
Simon Jersey saw a 16% revenue increase within the first two weeks and a significantly improved profit margin.
Those are just two examples of customers we have worked with and have made a real impact with in a very short space of time.
Maintaining your testing processes while developing new functionality is always a challenge and the main reason clients come to us is that time that can be saved either from development having to test – or from releasing sites that have too many issues – and time is then spent on fixing those issues rather than releasing new functionality.
Tomorrow we are going to look at which organisations are winning this battle, and which are struggling – it’s ‘Website Wars’!