What is Ecommerce Testing?

Ecommerce Testing

While brick and mortar retailers used to be king in the world of shopping, the past decade has turned that traditional model on its head. eCommerce is now one of the most popular ways to purchase a consumer good or service. 

A whopping 96% of Americans with internet access have made a purchase online at some point in their lives. 80% made an online purchase within the past month.

To ensure an eCommerce site offers customers the best experience possible and ultimately boosts online sales, it’s imperative to confirm that everything is working as it should through a process called eCommerce testing.

What is Ecommerce Testing?

Ecommerce testing is the process of testing the elements of an eCommerce website to ensure they’re working as they should and enabling the site to perform its best. The testing also checks for anything that may be harmful to the site or holding it back.

When an eCommerce company develops a continual strategy for eCommerce testing and understands the fundamentals of software testing, it improves its site over time to enrich the user experience each site visitor has when they make their way over to that corner of the internet. 

Ideally, this improved experience would lead to an increase in sales, boosting the bottom line.

Why is Ecommerce Testing Important?

Testing different page elements helps marketing teams learn how they are working. How is it affecting a user’s website experience? Can it be improved? Can it run faster? Can it be smoother? The more optimized the experience the longer they’ll stay and engage.

Develop Successful Marketing Strategies

Testing different marketing strategies will help an eCommerce company learn what works and what doesn’t to optimize the problem areas and engage their visitors.

Improve Engagement

The key objective is to engage a user. The longer they stay, the greater the likelihood they will make a purchase. A flawless user experience is essential to achieving this goal. They do this by creating intuitive menus, logical workflows, and designing a site that appeals to the eye are some factors for engagement. But the ultimate test is this: did the user buy a product or service?

Reduce Risk of Loss

When making changes within an eCommerce website, a team may not realize the major losses or unintended consequences they may have suffered. Controlling changes ahead of time can help mitigate the risk of losses.

Understand Site Visitors

Testing is the fastest and most effective strategy to confirm what site visitors are into and what they don’t care for. With this understanding, companies can create a website experience catered to their visitors and gain a deeper knowledge of who they are and what drives their behavior.

Increase Conversion

Diligent testing and optimizing every element of a website also creates the ideal store environment for costumes to make purchases, boosting site conversion rates through the roof.

What to Test On an Ecommerce Site

Before a company begins its Ecommerce testing, it should create a list of all the assets to test and what it’ll be looking for to ensure the most seamless site visitor experience.

Some areas of the website that companies must consider are:

Navigation

Can a user navigate easily on a website? This improves the online shopping experience. Customers should be able to get to a page easily. Searches should be rapid and return relevant products. 

It should be a bug-free process to remove friction from the experience.

Product Pages

Product and landing pages are where a visitor learns more about what is being sold with an option to add it to their shopping cart. These pages must undergo the same rigorous testing to ensure a seamless customer experience. An eCommerce company may also choose to test different variations of messaging or calls to action, such as adding a sense of urgency into the sales copy. They do this with A/B testing.

Home Page

The home page of an eCommerce website helps visitors see an introduction to what the site offers. The designer wants to optimize button placement so that they are easy to find access, emphasizing the right words, and structuring the page to keep visitors on the site longer should all be part of the eCommerce testing process.

Checkout

A poorly structured checkout process can kill potential purchases. Avoid the average abandoned cart rate of 69.8% by learning what works and doesn’t work. 

Changes such as eliminating the request for a customer to create an account, allowing the visitor to calculate order price upfront, or offering more payment methods can all positively impact the checkout experience and reduce cart abandonment.

Mobile Performance and Browser Compatibility

Shoppers aren’t only making purchases from desktop devices and one specific browser, so it’s key to test the different browser compatibilities and mobile performance.

Testing things such as mobile load time and responsiveness in various devices screen sizes can ensure all site visitors enjoy the same great online shopping experience.

Integrating Ecommerce Testing 

Ecommerce testing is where marketing and sales meet web development to create the most optimized online shopping experience for every visitor. It’s not a one-time thing but an ongoing process that eCommerce businesses use to re-evaluate and improve standards and best practices and boost sales.

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