The holiday season – from Black Friday through the day after Christmas – is when many retailers make most of their profits for the entire year. Yet, one of their major assets – their ecommerce website – if not properly tested, may be costing them more profit than they realize.
Lack of Testing Could Equal Crashed Holiday Sales
The number one reason as to why ecommerce sites crash is typically due to lack of testing. Marketers, business owners or sales people needed to get an updated or brand new site up before the holiday rush so they skimped on taking the time to properly test it. This often leads to the following issues:
- Poor Load Times: Consumers want to quickly surf websites to find out if the site has what they’re looking for and to determine how much it costs. If a site takes too long to load, potential customers aren’t going to wait around to determine this. They’re going to bounce to the next site.
- Bad Shopping Cart: Many consumers get all the way to the checkout process and then abandon their cart. Why? Sometimes, they changed their minds. Other times, it’s due to cart issues. Major cart problems can lead to significant loss of sales. Common issues with carts include taking too long to process orders, taking too much time to load the next screen or simply being too complicated.
- Filters not working: Oftentimes, websites have filters for different sizes, colors, availability, etc. If filters are not properly working, then a customer may assume that you don’t have what they need. For example, let’s say that you have four different size sheets: twin, full, queen and king. A consumer is looking for a king size, but the filter says it’s not available – even though there’s a full inventory. A consumer is not going to follow up with the company to find this out; instead, they’re going to move on to a different site – resulting in lost sales.
Failure to not properly test an ecommerce site leads to not only poor site design and UX, but also lost sales. And for many companies, failing to make a sale in this critical time of year could lead to more than lost revenue – it could potentially put the business out of business. The takeaway is this: Always test a website before launching to ensure that visitors can take the required action on the site, especially when it comes to making sales.
Need assistance testing your ecommerce site? Contact iBeta today, and learn how we can help you with this process.