Web Testing Does Not Produce ROI, And Other Lies

    By Amy Montague, Tuesday 13 August 2019

    Read Time - 3 minutes

    In the web testing industry, we battle the same war every day. Budget. If we had a penny for the number of times we hear: "We see value in what you do but don't have the budget" then we would be millionaires.

    The problem isn't that web testing is a redundant profession, it's that some businesses fail to see the after-benefits or ROI it produces. Everyone wants their site to be defect-free and at its core, that's what we specialise in. But go beyond that and we begin to explore accessibility, UX and security testing. Everything a website needs to digitally outperform its competitors and increase revenue.

    Mind the gap

    But where has this idea come from? Reason suggests it is a result of miscommunication between internal teams. Or due to the way web testing has been sold to you in the past.

    Testing agencies should provide your business with more than just a website defect list.

    Good testing companies focus on more than just finding defects. They develop long-term evidence-derived goals, which aim to boost your revenue, and in turn, ROI in the foreseeable future.

    As your website keeps changing, user expectations keep growing and the industry keeps moving, meaning web testing isn't a one-off treatment. Think of it more like a routine, ensuring the health and progression of your site.

    When you train for a run, be it a 5km or a marathon, you can't do a one-off training session and expect to achieve great results, or to even finish the race. You need a few months of preparation to achieve your goal. Then once you have done it once, you can do it again and again, getting better and beating your personal best each time. All those wins are your ROI and your website should be viewed in the same way. The only difference is: finishing the race is replaced by business growth per quarter or yearly revenue increases. Keep pushing and you will keep improving.

    man running in the rain

    Where's the evidence?

    Right now this probably feels like a lot of bark with no bite; we all know promising results is very different from delivering them. So, here are some Digivante web testing facts to sweeten the deal:

    • Quality Cottages doubled their conversion rate in 4 weeks
    • Simon Jersey increased revenue by 16% in 2 weeks
    • A defect identified by Digivante on the Claire's website brought in an addition £30,000 a week

    These facts and their partner case studies are all available on our Digivante Case Studies page. But the point is, web testing wasn't just designed to remove defects from your site. It's designed to be a tool which pushes your website forward. Meaning the money you spend on web testing finds its way back into your pocket.

    Amy Montague

    Amy Montague

    As one of the Marketing Executives for Digivante, Amy provides and reviews most of the copy and visual content for Digivante. Amy has a natural flair for the creative and introduces aspect into her marketing role.

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