Having bugs on your site when in the live environment can be disastrous. They can frustrate your customers, prevent sales and do serious damage to your brand and business.
And not only that, they can remain on your software unnoticed for months at a time. Often, issues only exist on specific combinations of device, browser and operating system and unless you’ve rigorously tested these combinations, it can be impossible to know that these issues are out there.
With that in mind, here are 5 early warning signs that there may be bugs on your site.
If they don’t tell you exactly which device combinations are affected, they will at least alert you to the fact that there is a problem, so you can seek out a software testing partner and get it resolved.
Software Testing can identify 5 early warnings signs on your site
- Low or falling conversion rates
If your conversion rates are low or falling and there is no obvious reason why, it could be because bugs are preventing a good proportion of your customers from purchasing. This is a very general indicator and could mean there is a problem with various elements of your site like your checkout, shopping basket, product pages, or sign-in system (if you have one).
It could also suggest that you have bugs which affect an array of different device combinations, but won’t give you many indications as to which ones.
The best way to discover this information is to work with a software testing partner to have your site scrutinised across a large selection of devices.
- Certain products aren't selling
If you’re perplexed about low sales of a hot new product you were sure was going to fly off the shelves, you might want to consider whether a bug is affecting it.
When one of our clients, an online shoe retailer, came to us they had recently purchased a large order of a certain type of ladies’ shoe. Precisely none had sold however, leaving them with a warehouse full of shoes and no idea why.
Unfortunately, the nature of a fast-paced sales environment meant that they were quickly forgotten about as the ‘next big thing’ came in. However, as it transpired when BugFinders started testing, the sizing fields at the front- and back-ends of their site didn’t match, meaning that customers were unable to add the shoes to their shopping baskets. As soon as this was fixed, the shoes began to sell, albeit at a slower rate than expected because the company had missed their window of ‘hotness’.
- High shopping cart abandonment rates
At an average of 69%, shopping cart rate abandonment in eCommerce is always pretty high. But if you’re experiencing abandonment rates significantly higher than that, you’re in trouble, and a software bug could be causing the problem.
If your customers are filling their shopping baskets in the first place, that suggests that there isn’t much of a problem with your product pages or the basket itself. But there could be a problem with the checkout – perhaps customers are trying to reach that particular page and finding that they can’t. Or, if you require customers to sign in before purchasing, a defect could be impeding that process. Either way, it’s something to be investigated.
- Repeated click-throughs but low conversions
If you have a way of monitoring the actions taken by visitors to your site – how they reach it, which pages they’re visiting, which links are being clicked – and you see repeated click-throughs to certain product pages but low sales of those products, it could be that those links are broken. Clicking them could result in a 404-error page, or they could redirect to the wrong pages entirely. This may only be the case on certain device combinations, of course, so testing across a wide array is advised.
- Disproportionately low traffic from certain sources
Again, using Google Analytics, you should be able to monitor which browsers or devices your site traffic comes from, look at the variety. If sales though are mainly coming from, say, Chrome, IE and Safari, but none from Firefox, there could be bugs on your site when accessed by that particular browser type. If this is the case, you may be missing out on catering to a significant portion of your market and should undertake browser, or all-round software testing.
The same hold true for operating systems – if all your customers are Android, rather than iOS, users, that’s worthy of investigation.
Of course, the reality is that it is a much more complex question where you break down to some very specific devices and this can be confusing and time-consuming. Ultimately, ensuring your software works for all your users, no matter what device combination they’re using, will improve your customer experience and increase conversions.
To find out about software testing, please get in touch with one of our Solutions Consultants today.