Risk vs Reward: Are regular releases on your site really worth the hassle? | Digivante

Risk vs Reward: Are regular releases on your site really worth the hassle?

by Amy Montague, 6th June 2019

As an ecommerce outlet, sometimes it feels like you can’t win. You want to keep customers on their toes when they visit your site with new features and functionalities. The problem is that every time you try to be clever, new issues randomly crop up, hampering user experience (UX) and compromising conversions.

But can you really afford to cut your losses and keep releases to a minimum? Or is there a way to reap the rewards of frequent refreshes updates without suffering?


If you want to maintain optimal UX across every device and browser, introducing even the smallest update can spell trouble – there’s a huge chance that some new bit of code, somewhere won’t agree with what you’re trying to do. This could either result in a cosmetic conversion bug, which might not be enough to deter your customers from buying or a critical one, which stops them dead in their tracks.

If you’re adopting a ‘push and pray’ mentality – in other words, deciding to introduce new features without checking if they comprehensively work – you’re essentially firing out potentially hundreds of digital hand grenades with every new release. And the thing is, you have no idea which ones will be cosmetic conversion or critical. To say this approach is not advisable would be an understatement.

However, although you can’t prevent new issues from occurring when you give your site a lick of paint, there are ways to mitigate the risks. The rewards, as a result, don’t need to come at a major cost.

READ MORE: How Digital Performance Management Increases Conversions and Obliterates your Competition


A stale site doesn’t inspire customers to buy your products. In fact, something that is visibly out of date could easily breed mistrust – if your homepage is still displaying Christmas stock in June, is it really likely that you’re well-versed in the latest cybersecurity updates and data protection laws?

Basically, if you want to succeed, your site has to be timely. Major retailers like Nike, for example, employ tactics like targeted content creation to take advantage of key calendar dates. So, with the women’s World Cup coming up in June, they’ll make sure you know about relevant products you might want in order to get kitted out and ready for it.

The result of this is pretty obvious – sales for particular items (football merchandise, in this case) will go through the roof because of heightened customer demand. That is if the promos for these items actually work and allow customers to navigate themselves through a smooth journey to purchase.

Continuous testing

The only way you can absolutely guarantee that your updates are converting customers like clockwork is with continuous web testing. While major site overhauls may be few and far between, you need someone to check that the subtle alterations you’re making to maximise revenue are working. You can bet your house that every big name in the ecommerce space isn’t achieving great results by chance.

A cost-effective way to replicate their success is through Digivante’s Digital Performance Management Platform. Our Revenue Calculator uses your Google Analytics data to delve deep into your conversion performance on every browser and device going. Ultimately, we provide you with actionable insight on all functional and usability issues, so when issues do crop up, you notice long before your customers do.

No risk, no reward

To survive in the carnivorous ecommerce environment, you have to take risks. But as always, they need to be calculated. By pairing up with Digivante, you can innovate with peace of mind – and without completely destroying your site.

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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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