Website Testing - Identifying Good Head of Digital Professionals | Digivante

How website testing separates good Heads of Digital from bad ones

by Amy Montague, 8th October 2019

As shopping mall rent rises, digital convenience overtakes the in-store shopping experience, and the ecommerce market reaches peak congestion, the digital world is evolving quickly. Whether you’re in the IT, financial, ecommerce or travel industry, having a user-focused and secure digital platform should be a top priority. But even after the online shopping boom of 2012, as Amazon came into its prime (pun intended), sites are still clinging at straws as they struggle to meet profit targets.

Focusing on the most frequently updated industry, ecommerce, brands have only just begun to realise that having an average website isn’t enough to secure loyal users. Site’s with slow loading times, website bugs, and lacking optimisation features do not provide the immersive and personalised experiences user crave.

Making progress

Brands like Asos and Missguided have both begun understanding and implementing the expertise and resources needed to advance digitally. Asos hired multiple industry experts after a number of profit warnings were issued throughout the year, while Missguided is expanding its digital presence through multiple different marketing campaigns aimed at improving US and UK growth.

“The new arrivals bring with them a wealth of knowledge and skills across online retail, fashion, technology, logistics, international markets and people management” – Asos

But digital expansion and improvement are only the tip of the digital iceberg. Digital advancement which breeds loyal users and increased conversions needs to be user-focused, and this is where brands fail. Digital users don’t want more marketing campaigns or fast-fashion trends being produced. Instead, they want quality. A quality online experience that is convenient, quick and personalised.

For Missguided, creating marketing campaigns that attract US customers will only be half the battle. They also need to retain them and website testing is the only way to do this. Missguided in particular need a structured website testing process that includes localisation and regression testing, to ensure revenue targets are hit.

Closeup of woman doing online shopping on digital tablet at cafeteria. Woman buy elegant shoes on online market website. Back view of two girls using digital tablet to shop online.

Plan of action

No matter what industry, web testing is frequently subjected to backlogging and eventual bottlenecking. Meaning all those updates and new functionalities that have been integrated into your site haven’t been tested properly. Do these updates work across multiple different devices? Are clear customer journeys tested by actual users? Are users going to abandon your site due to slow loading times or problems accessing certain products?

If so, then the time and money spent improving your site is actually reducing customer retention and decreasing conversion rates.

It’s up to project managers, heads of digital, marketing managers and CTOs to ensure your digital performance has been maximised. And here’s the all-encompassing secret that separates good CTOs, project managers and so on, from bad ones. Good leaders won’t ask internal teams to conduct website testing. Why? Because internal teams lack the knowledge, resources and time to perform and complete a beneficial website test. Instead, partnering with external website testing experts is the only way to achieve testing ROI and improve conversion rates.

Think about it this way would you rather drive a car built by an industry expert with multiple years in the business under their belt, or would you want to drive a car built by a team of people who have limited knowledge, less previous experience and lack many of the right parts?

Obviously, you would want an industry expert that can deliver a quality product. The same theory applies to website testing.

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Amy Montague

Article by Amy Montague

Amy is Digivante's marketing executive and content creator. She focuses her efforts on planning and producing bespoke content pieces, encompassing social media, Digivante's online resources and industry-leading articles.

About Amy

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