How would customers react if we transferred all the troubles of online shopping into a bricks-and-mortar store? If sluggish load times were swapped for slow-moving queues. If a product page glitches and turned into faulty shelves. If the broken Buy Now button was actually an abandoned cash register. Irritating, dangerous and frustrating – not exactly the in-store experience you had in mind.
Challenges like these are much easier to spot in a store and are far less acceptable. But online, it could be months before a digital performance problem is identified as the reason why conversions are dropping.
What’s behind the performance challenges?
As businesses increasingly digitise their services, the gap between online and offline experience is quietly widening – with detrimental consequences. 80% of executives report struggling with poor performance on their websites and apps on a monthly basis if not more often.
After almost three decades of online shopping, brands still lack the tools to treat their digital and in-store customers equally, despite innovation upon innovation. This is all because of one key ingredient that brands are unknowingly skimping on – digital performance analysis.
The lost sales epidemic
Every organisation has at least a few issues that are impacting their website’s performance. Over twenty years, conducting thousands of tests for many well-known brands, we have never come across a perfect website with no issues at all. Even Amazon – the poster child of online customer experience – had multiple conversion problems when we tested their website.
Digital performance simply isn’t a part of the website development process that attracts much interest. And yet, it is one of the easiest ways that companies can rapidly increase their revenue.
Why has digital performance been underestimated?
Building and launching a website is a creative and collaborative process requiring time, energy and resources from across the business. But once the design and content have been perfected, at most a couple of weeks are then typically allocated to testing its functionality, UX and performance. This presents a huge challenge for those responsible for managing the technical success of the website, as in reality assessing performance is the most important stage in terms of building a revenue-generating website. And, arguably, customers will care more about whether the site works and how they experience it than an imperfect design or a typo.
The breadth of digital performance analysis has equally fallen behind the rise in new devices. Even the most reputable digital brands will likely only test across a fragment of possible device, browser and operating system combinations. For smaller companies, the extent of this may only amount to two or three combinations, tried out by staff on whichever iPhone or Android device they happen to own.
The market is increasingly fragmented – OpenSignal reported in 2015 that there were over 24,000 devices on the market for Android alone. And these numbers are growing exponentially every year. Three combinations of device, OS and browser are already too few to accurately reflect the digital performance of an app or website – and 53% are still testing on only the most recent browser version.
What needs to change?
We need to close the gap between how digital brands think their sites are performing and how customers really experience them.
At Digivante, we have perfected a rapid and cost-effective model for achieving this which enables us to deliver 90 days of digital performance analysis in just 72 hours. Our community-based approach saves on time and budget while adhering to our stringent quality standards. Our community is made up of 55,000 professional testers, hundreds of security experts and millions of real users, who analyse functionality, usability, security, accessibility and localisation to pinpoint thousands of issues impacting performance. We then compile all this insight into a comprehensive analytics report, including exact user journeys as well as videos of the defects in question.
Then comes the best part: our Digital Revenue Analytics will show you how much revenue you are missing out on – and how much you could make once you have fixed your performance issues. A customer of ours had been losing £30,000 per week due to a defect that prevented customers on android devices from buying a particular product. Once alerted by Digivante, we fixed this problem, along with 16 other functionality and UX issues, and within just one month, sales had rocketed up by 35%.
Seizing the opportunity
Smart executives are beginning to catch on and build their own strategic approach to digital performance management, outpacing the competition by being both technically enlightened and commercially savvy. By outsourcing digital performance analysis to experts like Digivante, they are keeping their digital shopfront secure, user-friendly and fully functional without the need for a large in-house team.
Trusted by digital brands such as Superdry, Calvin Klein, Audi and VISA, we deliver actionable insight that is proven to deliver results in revenue, as well as a better customer experience.