Protecting and optimising your conversion and ecommerce revenues
Testing priorities for ecommerce and digital product managers
How do you tackle these challenges for your digital products and make sure your conversion rates are hitting target? We recommend seven key areas of testing focus for ecommerce and digital product managers, to manage and sustain high quality CX and to keep pace with ongoing development and innovation.
1. Functional testing
Functional issues are bugs that prevent vital user journeys from being completed. They lead to baskets being abandoned and customers getting stuck in loops or being kicked off websites altogether, never to return. Inappropriate redirects, 404 pages, incorrect filter results and checkout issues can all seriously damage revenue and reputation.
Functional testing identifies these issues using non-disruptive methods and then orders them using impact analytics. Testers working at scale against scripts, on a range of real-world devices and browsers, can quickly uncover where certain browser, device or OS-specific bugs are present.
2. Usability testing
Website usability testing addresses how easy it is to navigate the site and how efficiently customers can perform desired actions. It shows up errors that customers typically make as they attempt to make those actions. These experiences contribute to the level of satisfaction a site delivers.
Usability testing flags illogical, confusing or unclear elements. It identifies reactions to colour and other design choices that may be relevant for future optimisation. Iterative usability assesses the impact of changing designs and customer journeys on ever-evolving feature-rich ecommerce sites and apps.
3. Localisation testing
When your brand focuses on international opportunities, you need devices on the ground and real people with real local knowledge to help you spot issues that will impact conversion. You need local currency and payment solution testers to check integrations, which often cause problems.
Testing the quality of your language translations is key, so you don’t confuse users with clumsy, ambiguous wording. Localisation testers can report on culturally inappropriate, insensitive or offensive content carried over from other sources, which might otherwise alienate users and could be a PR disaster at launch.
4. Performance testing
It’s no good creating exciting website features and user experiences if you can’t deliver them fast and seamlessly. Research shows that more than half of visitors will leave a web page if they’re forced to wait longer than three seconds.
Retail red letter days like Black Friday and Cyber Monday, or unexpected news events and the rise of overnight trends, can bring sudden and unpredictable levels of custom to your app or website. Human performance testing checks it can cope with high levels of traffic. A mass test on the payment section of a site can mimic the effect of a flash sale or other rush to your website.
5. Exploratory testing
Exploratory testing gives qualified, professional testers the freedom to follow their hunches, creativity, product and industry knowledge to uncover bugs and potential usability issues. It allows teams to replicate real-world behaviour and decision-making beyond a script, to take a thought wherever it leads them, as it might a customer.
Exploratory testing creates a constant feedback loop between testers and developers. It requires a high level of skill, and it’s particularly important in an agile development environment.
6. Conversion analytics
If you can identify and prioritise the high impact conversion issues to investigate, you can tackle the biggest revenue leakages fast. Analytics are invaluable. Digivante’s Convert optimisation tool uses your Google Analytics ecommerce data to identify where specific devices or browsers are converting worse than others. It clearly identifies where you’re leaving easy revenue on the table.
Convert analyses user sessions and transactions through your site or app to identify lost conversions. It categorises them by browser, device and OS and shows how many users would experience the issue. This means you can tailor your testing approach to maximise ROI.
7. Live monitoring
For the most critical user journeys in a fast-changing ecommerce environment, daily checking can prevent small glitches scaling up into major revenue lost and customer churn. Use a small, specialist third party testing team to check key journeys every day and report back.
Live monitoring gives you peace of mind that the most valuable user journeys are working as designed on your app or ecommerce site. It gives you early warning if a change somewhere else has had a knock-on effect that needs fixing urgently.