According to the World Quality Report 2016-2017, investments from global IT budgets in software testing and quality assurance (QA) had dropped by 4% since 2015. Unfortunately, manual web testing is often one of the first areas to experience a change in budget allocation. Brands and companies today are investing their web testing budget differently, often in test automation. But is jeopardising the overall effectiveness of your web testing? If you’re considering allocating most of your web testing and QA budget elsewhere, we’ve got five reasons you might want to think twice.
1) Web testing can save you money in the long run
Utilising your web testing and QA budget elsewhere, may seem like a good idea in the short-term and it could possibly save you money, but implementing a thorough web testing strategy is likely to save you much more money in the long-term. That’s because website errors hurt your website’s conversion rate, (4 ways web testing can improve your conversion rate), ultimately costing you sales and revenue. Think about it: it’s hard enough getting potential customers to your website in the first place, so why risk driving them away with annoying glitches and errors you could easily have fixed had you only implemented web testing? For example, if your checkout process and payment gates don’t function like they should, customers are going to give up on your website and shop elsewhere.
2) Web testing improves the customer experience
This point goes hand-in-hand with the one above. Web testing improves your conversion rate—and your online sales figures—because it improves the customer experience. A smooth online experience, when everything works just as it should, all pages load quickly, and all links take you to the desired destination, makes for a positive brand interaction. If your website is a pleasure to navigate, customers are more likely to revisit it and to buy more. On the other hand, if trying to purchase a product via your app or website is more painful than a fingernail extraction, would-be customers are going to leave your website with a very negative perception of your brand—and never return. This is simply not acceptable in today’s ultra-competitive digital environment and can often be a result of allocating web testing budget to lower quality testing solutions.
3) Web testing provides a competitive advantage
Far too many websites fail to deliver an error-free user experience. This is even more so the case when it comes to the shopping experience offered by mobile apps. Just think about how many times you’ve personally had problems with a mobile app; I’m willing to bet it’s happened more than once. The reason why ‘buggy’ apps are so common is because too many brands outsource much of their web testing and QA budget to traditional testing suppliers. This can often lead to ‘buggy’ apps as many of these supplier’s focus on the quantity of testers and not the quality. Investing in quality web testing solutions will give you a great advantage over your competitors. For example, it’s likely that your competitors’ websites and apps will only function properly on the latest browsers and newest iPhones. This is just not an option in today’s world with 72% of UK consumers using smartphones regularly. Standing out from the crowd requires testing your own app across a much more comprehensive range of devices used by your customers. Extensively testing your app for usability, functionality, browser capability, security, and performance across an exhaustive range of devices and browser combinations will mean more customers are able to have a successful, enjoyable user experience. When your app works well, customers are much more likely not only to use it again to buy more, but they’re also likely to recommend the app to their friends. When yours is the app of choice, you have a clear competitive advantage.
4) Web testing provides credibility
Remember, your digital properties are a reflection of your brand, products, and services. If your website or app constantly malfunctions, users are going to lose trust in your brand. This is especially true when it comes to your checkout process and payment gateway. Web testing weeds out these kinds of problems before they’re able to damage your brand’s credibility. When shoppers feel that their personal data is safe with you and that the products they’ve ordered really are going to arrive on their doorstep the next day, your brand will enjoy a high level of credibility and customer loyalty.
5) Web testing offers peace of mind
Launching a new website or digital property is usually an extremely stressful experience, but it doesn’t have to be. Thoroughly testing your website in an on-demand way before launching or re-platforming—and on a regular basis thereafter— enables you to pick up website bugs live giving you wonderful peace of mind that new customers won’t find themselves battling a host of unforeseen errors and problems. Manually testing your website across a wide range of device and browser combinations means you’ll be able to pick up and fix broken links, images that fail to load, usability issues, and any functionality problems before your customers do. Trust me, you’ll sleep better at night.
The most forward-thinking brands are investing their web testing and QA budgets wisely. In fact, they’re getting the edge on their competitors by implementing new ‘always on’ testing solutions across their digital programmes, thereby building brand credibility, saving money, and improving their conversion rates. Want to find out more about how leading brands are improving their web testing strategies? Click here.
If you’re interested in finding out more about how you can scale your web testing strategy to guarantee a smooth customer experience, download our guide to revolutionising your web testing strategy.