Why Push-And-Pray Is A Risky Strategy In Today's Attention Economy

    By Miles Millward, Friday 30 October 2020

    What's the worst that can happen?

    As the rate of change accelerates, an agile release process has necessarily become the new normal. Unfortunately, the move from extended waterfall developments to agile and even DevOps, with small teams delivering batches of code more frequently, means the potential for issues has never been higher.

    If a release deadline is looming and testing resource is limited, it can be tempting to wing it by giving new functionality and features a cursory check. If a bug is bad enough, surely app users and website visitors will flag it up, right?

    This strategy may have served you well in the past and perhaps there haven’t been any major disasters to date. But can you guarantee that this happy state of affairs will continue? There is always a first time…

    The opportunity cost of neglecting testing

    As well as potentially damaging your revenues and reputation, skimping on testing introduces another – invisible – risk. If there is a problem with an app or website, today’s consumers don’t complain. They simply switch to a competitor and you may never know why. Who nowadays has time to grapple with illogical flows and calls to action that lead nowhere?

    Across every vertical in which our clients operate, we see the average session duration getting ever shorter and consumers voting with their eyeballs. In the attention economy, long-term loyalty is fast becoming an outdated concept.

    We live in a fickle world, with an over-abundance of choice, where multiple businesses vie for our attention 24/7. If your app or website doesn’t deliver to high expectations immediately every single time, you simply drive traffic to your more user-friendly rivals.

    The question is: how much business is lost by not placing a priority on testing?

    At Digivante, we believe that there shouldn’t be a conflict between quality and speed. Drawing on a global community of testers, working across every time zone, we uncover the issues that are affecting your conversion rates – without impacting your deadlines.

    Liked this? You may be interested in 3 Ways Website Testing Can Lead To Increased Online Sales Conversion.

    Miles Millward

    Miles Millward

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