Improving Digital Commerce Conversions through Intelligent Test Automation: Introduction
As we know, putting yourselves in the customer’s shoes” is popular in the selling world. This holds true for the Digital Commerce space as well. Digital commerce is also about leveraging technology to sell and deliver products and services online. Making online buying seamless is important to every e-commerce business as any loopholes can result in consumer dropouts which ultimately results in revenue loss. Let’s understand more about how algoshack provides ecommerce testing services.
To begin with, Conversion is an important aspect in the digital commerce space. It is about 2% on an average for digital commerce. Companies measure conversion on various goals/parameters – they could range from a sale to e-mail signups, users adding product/s to the shopping cart or making a Wishlist.
Factors impacting conversion for ecommerce websites
1. Page Load Time: The average amount of time it takes for a page to show up on your screen. Reasons such as inefficient code, server location, server performance, redirects from one URL to another, broken images can cause delay in page load. Conversion increases by 2% if the website load time improves by a second.
2. Bounce rate: Percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site. Bounce rates higher than 40% is a big cause of concern to any online portal. Some of the common reasons for high bounce are visitors seeing something unexpected and unrelated to what they came for, making visitors dig for what they came for with content that’s not skimmable, pages that are difficult to navigate and mobile unresponsive pages causing visitors to leave.
3. Session drop: The number of sessions that are abandoned due to certain reasons/hurdles in the checkout flow. 95% of shoppers abandon their online shopping when they come across an unstable site or a site with insufficient, vague or inaccurate information.
4. Clicks/Tap on a particular banner/ menu: This includes the ease of access, visual flair of menu and banners for convenient clicking. Companies must ensure that the menu and banners are updated regularly, displaying the correct information and have no broken links.
5. Average clicks to buy a product:
This measures the number of steps a user needs to follow to buy any product. Too many steps can lead to confusion and ultimately cart abandonment. The ideal user journey is that it takes 4-6 clicks to complete purchases.
6. Drop-in ATC%: Percentage of visitors that add items to the shopping cart. Drop-in ATC% ratio could be due to page load issues, high pricing & shipping rates, static pricing strategy, targeting wrong customer group, payment decision or inconvenient return policy.
How Intelligent Test Automation can help in Improving Digital Commerce Conversions
To begin with, Intelligent Test Automation, companies can put into place a robust, comprehensive process that tests the above discussed attributes in order to flag off issues and help rectify them in real-time. Also the various components that you need to consider for Intelligent Test Automation are Test Coverage, Test Accuracy, Speed of Testing and 24/7 monitoring to ensure that conversion is superior.
Test coverage: Amount of testing performed by a set of test cases. It needs to be comprehensive to provide consumers a quality online experience, right from start to finish.
Test Accuracy: Test accuracy ensures testing with precision. It also ensures that consistency is there, that converts visitors into repeat users who finally become potential buyers.
Speed of testing: Testing uncovers errors and issues that need to be rectified before the application is used. Speed of testing is critical to ensure that the application/portal is up to the mark at all times.
Ability to monitor 24/7: Monitor the application round the clock and catch any real-time page loading issues. Also, Products that went out-of-stock, and other product discovery and checkout issues.
Similarly, On-demand services have seen a rise over the past decade. On demand services require instant provisioning of goods and services. This has acquired a new dimension in these Covid times. Not only do people want to commute less but they also don’t want to spend more time in stores. So, to deliver orders on time, on-demand has turned to the hyperlocal model of delivery. It is to deliver products in the shortest possible time in the most optimized manner.
Intelligent test automation for HYPERLOCAL
As we know, hyperlocal isn’t new. Grofers, Dunzo, Urban Clap, Uber, Swiggy, etc, are all examples of hyperlocal applications. A study indicates that there were 44.8 million users worldwide using on-demand services such as AirBnB or Uber in 2016. And the number of users is forecasted to increase to 86.5 million by 2021. There’s a surge in the need of on-demand services in these covid times, and that’s leading to its extension and diversification to serve consumers as fast as possible, and one promising subset that wings out of on-demand economy is Hyperlocal Marketplaces. And, catching on with the wave, Amazon, Flipkart, Paytm and several other online businesses are all prepping up to launch their hyperlocal services.
Similarly, the idea is to find a way to meet user’s demands with the demanded goods being sourced locally from different regional merchants operating out of their stores. In a country like India, only 10% of the internet users use online marketplaces, and the primary reason is lack of trust. You can leverage on the customer’s loyalty as the hyperlocal applications encourages purchases are from known stores. Also, features like Geolocation or Geo-tagging and contextual targeting tools have effectively driven the eCommerce sector into being pro hyperlocal.
However, if you invest in automating front- and back-end processes, it can enhance the robustness and quality of your on-demand services. This involves:
- Ensuring availability of an online/offline shop from an end-user perspective
- Monitoring of the operational status of the entire channel continuously
To conclude, we see application testing as a cost. This definitely is an integral part of ensuring a smooth functioning website. We keep error rates low and present a quality application to the consumer. It offers a great experience and this converts into loyalty and repeatability. As a result, With Intelligent Test Automation, you can test various aspects of your website to ensure a 360-degree coverage.
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