Always one step ahead: How to anticipate errors in my online store?
Imagine spending hours searching for a product on the internet, comparing prices and reputations, and when you finally decide, the site crashes just in time to place an order. In fact, it is very likely that this has already happened to you. But what if we were talking about a customer of your store? Can you anticipate problems with your company's e-commerce?
At first glance, it may seem unfeasible. It is common for servers to experience instability in addition to redirection failures and heavy layouts. But, yes, it is possible - and necessary! - anticipate.
There is no point investing only in marketing strategies. To sell more on the internet, you need to have a structure that supports growth. Read on and find out how to prevent failures in your online store.
How can anticipating e-commerce issues be part of the planning?
In the situation described in the first paragraph, how do you imagine the consumer's reaction? If your product is of value to him, he might even insist on buying it. But even if you can do it after a few tries, your store's reputation is already compromised.
The first consequence is an increase in cart abandonment, impairing the conversion rate. Browsing and usability issues make the customer experience difficult, and bad experiences are one of the main reasons that prevent customer loyalty.
In other words, failing to anticipate errors in e-commerce means losing money.
Therefore, it is not enough just to put the site up. When planning your online store, it is critical to include, in addition to maintenance and support, testing and monitoring tools.
How to test an online store?
Testing site performance and tracking key performance metrics is routine in managing successful e-commerce.
There are several aspects to be evaluated and various methods to check an online store. The main points of attention are performance, usability and compatibility. Check out!
They are the most common way to verify interface functionality. Its main advantage is to involve users who are invited to test the site: their difficulties are analyzed by developers to make the product easier to use.
A / B tests
The A / B test aims to discover changes in e-commerce structure and pagination that improve the number of conversions. Website performance is compared from two different versions presented to the visitor.
Maintaining a team dedicated to checking all products, pages and functions of the online store can be unfeasible. But the technology to enable this process already exists: the "robots" that do automatic checks. These are tools that report on site performance and warn you when a site has problems.
SEO optimization is for your e-commerce to be found by web search engines. Evaluating this aspect includes keyword analysis and verification of site ranking and external links.
What are the 4 mistakes that cannot happen in an e-commerce?
The most recurring errors of an online store can be constantly checked. Thus, defective URLs can be redirected, and other flaws can be fixed at the speed the current consumer demands.
Speed and real-time actions are the differentiator that can ensure the customer reaches the end of their buying journey.
See now the errors you need to check in your e-commerce:
In a physical store, we like to be welcomed and value organized environments where it's easy to find what we're looking for.
In the online universe is no different. A hard-to-navigate site with slow loading, unopened images, and call-to-action buttons that don't work invites customers to look for another company.
Maintaining good navigability is not just an extra feature, but a duty of any e-commerce, and makes the customer feel “comfortable” in your store.
In their eagerness to obtain customer information, long registration forms have become a common mistake.
However, a confusing checkout, with many pages to completion, discourages the customer from continuing. Ideally, keep a short registration, requesting only the data strictly necessary.
Simply put, you will have a chance to build a long-term relationship with the customer, and then have better opportunities to meet them.
Major causes of cart abandonment or stress during purchase include:
- no location of zip code field to calculate freight;
- difficulty in changing shipping address;
- errors in final price calculation after cart changes;
- difficulty in selecting or changing the form of payment;
- inconvenience to understand if the purchase has been finalized.
It's also important to enable autocomplete options and make sure all steps flow easily - even better if all steps are on one page, with all the information you need at one glance.
Perhaps this is where most companies still sin, even though, according to the Ipsos Institute and Paypal, Brazil is already a champion in tablet and smartphone purchases, ahead of 22 other countries.
That is, if your site is not responsive, you are missing out on a large part of the Brazilian online consumer market.
Providing a responsive experience means having a website that works well on both the desktop and mobile devices. In addition to taking advantage of the growth of the mobile market - which this year alone has increased its revenue by 56.2% - being mobile friendly is also an important point to appear on Google search engines.
Having a good customer relationship will always be critical to any sale of products or services. In online stores, the most common options in answering are the chats and FAQs (frequently asked questions).
Whether in direct contact with the consumer or self-service, any systemic error can end the opportunity to sell. Since online commerce lacks the face to face experience, the customer needs tools that work perfectly to answer their questions and get more information.
Any problem will be a drag on getting the customer to the end of the sales funnel. This is also true for the on-site search engine: include filters and suggestions, but most importantly have a tool that delivers accurate results to the customer.
What's the solution?
These errors can be prevented with good planning and proper methods. Prefer tools that not only identify problems but allow immediate action.
The old “time is money” maxim goes perfectly well for e-commerce: every hour down can result in huge revenue losses. Therefore, also consider cost-effectiveness when choosing a testing system.
So what did you think of these tips? We hope our article will help you manage your online store. If you still have questions about anticipating e-commerce issues, please contact us and learn more about it!