No company is immune to digital performance issues – not even Amazon. Here, we explore how you can quickly resolve any issues that crop up, maximising performance and conversions.
With up to 24,000 possible device and browser combinations to contend with, it is impossible for any ecommerce retailer to completely avoid digital performance issues.
Accepting this reality is the first step towards optimising your site and app. Because if you are to fulfil the lightning-fast loading times and slick user experiences (UX), which have become a minimum requirement in the ecommerce space, you need to find and resolve every conversion-killing issue. Every big player in the ecommerce space does this; they know that details as minute as a localised language error – a “color” instead of a “colour” – can give their customers cold feet.
At this point, you might be thinking “that’s great and all, but they have infinite resources to dedicate to this kind of thing.” And while that’s true, it doesn’t mean that comparably comprehensive web testing strategies can’t be achieved for a fraction of the price.
Comprehensive, quality testing
Digivante has worked with some of the biggest names in ecommerce. Even when we tested on Amazon’s site, arguably the most heralded example of optimised UX, there were digital performance issues on certain browsers and devices. This is not to say they were easy to find.
Only truly comprehensive, quality testing will highlight every issue, allowing you to churn out conversion after conversion. Beyond simply scanning your website for dead links or 404 errors, usability issues across all devices and locations need to be weeded out and manually rectified.
While prioritising the browsers and devices that your target audience use, you also need to find out where your conversions could be improved and how your revenue could be boosted if UX was optimised.
Neither in-house testing teams nor automated tools and crawlers can achieve this. And asking your mates in the office to complete basic testing tasks definitely isn’t an option. You need experienced, quality testers, who come together to create a knowledgeable and professionalised team.
Continuous testing cycles for a reasonable price
As you refresh your site and introduce new features and functionalities, new issues arise. However small, the cost of these issues can be huge – we once alerted a jewellery retailer to a broken ‘Buy now’ button on one of their most expensive items which had been costing them tens of thousands of pounds per week.
Rather than solely testing after a major launch, you need a continuous cycle of tests, conducted by a global crowd, using different device and browser combinations. The only way to achieve this without bankrupting your business is by exploring your options out of house.
External agencies can provide this. However, in order to adequately scale a testing project, costs can quickly go through the roof. Another potential option is a dedicated on-demand web testing company. The unique opportunity they provide is a combination of scale and speed – some can even conduct 90 days’ worth of testing in 72 hours.
Want to find out more about how we’ve helped organisations just like yours? Explore our case studies here