We are constantly told that the world is becoming smaller, as technology continues to build bridges between global audiences. For your online business, this means you gain access to millions of new customers; all of whom demand different things from your site.
Users simply won’t accept wonky translations or dodgy colour choices anymore – their standards are high and they expect them to be met. If they aren’t, you can bet that you’ll hear about it. Negative feedback can quickly gain traction through online influencers while lacking features which make your site universally accessible can land you in hot water.
This month at Digivante, we’re focusing on how you can stay on the right side of your customers – and the law – through localisation and accessibility testing. Both methods have a proven track record of increasing global customer loyalty, revenue and conversion rates.
Your Digital Fix
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 be 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.
“Across the internet, there are websites that win big and there are websites that lose big. And it’s the role of marketing executives, ecommerce managers and business owners to find out why their website is winning or losing big. But with so much at stake, even some big brands fail to address and cater to the specific needs of their global audience and end up losing to the competition.
The phrase digital localisation encompasses the entire web testing strategy designed to adjust a platform for multiple locations. At baseline, this includes translations, currency and location-specific delivery changes. Most companies who are aware of localisation simply conduct automated testing which ‘corrects’ localisation issues. However, there’s much more to localisation and many more ways to increase your conversion rates and revenue.”
The Big Hits
Getting started in accessibility or localisation testing is a bit of a minefield and having a good basis to grow from will only boost your revenue. Here are two articles we found useful for novice web testers.
Colour Accessibility – “When building [digital] products, colour choice is important. The colour can convey your brand identity, help users understand information, etc. Unfortunately, not everybody gets to experience colours the same way. Some users might be colour blind, some users might be visually impaired, some users might be in different environments.”
Internationalisation and Localisation Testing – “Internationalisation is the process of making a software application easily adaptable to be used by international audiences. Localisation is the process of adding a new locale to a software application.
Internationalisation is most often implemented by ensuring that labels and values on screens are not ‘hard-coded’, they are read from a common source to ensure they can be easily switched when running in a different locale. Localisation is adding a new source, or locale, so that a new audience can use your application.”
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