COMPLETE GUIDE TO ECOMMERCE WEBSITE TESTING FOR BETTER WEBSITE EXPERIENCE
Mar 29 2021
According to a report by Statista, retail e-commerce revenues are projected to grow to $6.54 trillion USD in 2022. E-commerce was already a huge online activity but has become even more pronounced during the pandemic-induced lockdown. With the growing number of online buyers, your e-commerce website needs to be robust to meet the demands of your customers. Having a good e-commerce website is not enough today; you need to update the website to meet your business's new requirements and goals. You should continually assess and upgrade your website. Thorough eCommerce website testing is essential. It assures that your users are interacting with a bug-free website, thus enhancing their experience. Let us take a look at the importance and benefits of testing your retail website.
Need for eCommerce Website Testing
The primary reason to conduct thorough eCommerce website testing is to improve the user's experience. If your user visits a website that takes time to load or is filled with errors, they will not find it engaging. They will leave even before they have interacted with the product pages. Secondly, website testing tells you the exact faults of the website. It also helps improve the functionality and secure the features of the website. Overall, eCommerce testing gives you an optimal app/website that helps businesses interact, nurture, and convert users.
Benefits of eCommerce Website Testing
Better Engagement When the site is in sync with the user's needs, they will browse it and visit all the pages relevant to them. With eCommerce website testing, you check the page for issues and frictions that might hamper the user's journey. You will remove all the bugs and content issues that might lead to delayed loading or even abandonment.
Reduced Risks When you check the site for bugs before launch, you will reduce the risk of losing a potential customer. You would incorporate the functionality that resonates with users' needs and improves the features to align with user intent. Even the strategies and upgrades are planned. As a result, you would not face high bounce rates or cart abandonments, which lead to losses.
Improved Conversions When your site exudes quality, your users will breathe easily. You can impress them with high-quality images without compromising on loading speed. As a result, you will notice an increase in conversions, which will make your website profitable.
Data for User Insights After every abandonment and every issue that led to customers leave your site, you have data to better understand the user. When you plug this into your site testing plans, you will reveal a website that thoroughly defines your user's personality. Testing can also help you understand what your customer prefers, how they connect with a website, and what makes them go away.
Quality Risks eCommerce Testing Can Prevent
Unavailability Issues It is quite a common issue, especially during peak season. This occurs if there is an issue with the server, hosting, or on the provider's end. It could also be due to high load during sales and peak holiday seasons.
Unable to Find Products A lot of us go to online stores to find specific products or brands. There is a sense of disappointment when you are unable to find a particular product. You tend to abandon the cart that contains other products only because you failed to find one specific item. It could prove to be a loss to the retailers.
Performance Issues When your site loads slower than usual or your users cannot navigate through the website, it leads to significant performance issues. Operational issues can lead to abandonment and eventually low conversion rates. It can also impact your store's profits, as the users switch to sites that load faster.
Shopping Cart Issues Imagine having found a product but not being able to order it. Doesn't that sound worse than not being able to find the product? Well, these issues occur if you have not tested your site correctly. It can even lead to customers moving away from your website, as people will immediately go to the other marketplace serving them with the same products. The other issue in this category is when the user is unable to add the coupon code. Not testing this part of the site can also lead to significant security issues while the user is completing transactions.
Improper Analytics If your analytics is not up to the mark or has not been configured correctly, the results will not be of much use. You will not get the metrics that can help you assess your conversion rate, profitability, or even returns on investment. Eventually, it will impact your business strategy.
Incompetent UX The layout, the text, the movement, and the overall context help you convert visitors into customers. However, if there is a fault with the website's various components, you will notice a reduction in conversions. If the experience while browsing or at the checkout is not impressive, the users will abandon the website. You can reduce this risk by making your testing process foolproof.
8 Key eCommerce Website Test Cases
General Test Cases The general test cases you write need to assess the typical functions within an eCommerce website. It could include the movement of the user as well as filters on a particular page. It could also be the loading of the category pages. The idea is to check the interactions and evaluate the overall experience the user will have when going through the website. Given below are some of the test cases that you will have to write for this category.
- Image checks, which will help identify the quality, visibility as well as relevance of the images with the page context.
- Filtering options to verify if they are working. It will ensure that it helps them identify the specific set of products whenever the user checks a particular option.
- Navigation through the website should be comfortable and frictionless.
- You should also check if the pages and the products are relevant to each other.
Homepage Test Case The homepage is not just another page that impresses the user with its design. In eCommerce, the homepage acts as your guide and salesperson. It is the page through which users tend to move to the other category and product pages. The robustness of this page becomes essential as it makes or breaks a customer.
- If there is a scroll on the website or a clickable image, check if it works. If the scroll is automatic, check the interval between scrolls and evaluate the efficiency.
- Will the mouse hover lead to another image? Will a click take the user to the relevant page and product?
- If the user navigates from the home page, can they move to another part of the website without friction?
- Are the clickable text and images working?
Search Test Case Customers rely on the search function to find products, categories, or brands on an eCommerce website. It is the most commonly used feature. It is essential to check and verify that this function works properly.
- Is it mentioned how the users could search? Are all the search possibilities functioning correctly? If you have claimed that the users can search using a brand name, check if that works and reveal the relevant results.
- Can you filter your search results for the different options such as brand, reviews/ratings, and others?
- Can you navigate between search result pages?
- Ensure that the user can search from the homepage. If you are allowing users to search from internal pages, make sure to test that feature.
Recommended Products eCommerce websites commonly feature recommended products based on your past purchases or recent searches. These recommendations are also shown after the user has purchased a particular product.
- Assess if the recommendations are in sync with users' searches. You need to study analytics to identify if the recommendations will interest the user.
- Once the customer has completed the purchase, your website should immediately showcase recommended products. Make sure this feature works.
Payments Have you ever turned away from a website because the transaction was unsuccessful? Many visitors have moved to another site that offers immediate and secure transactions. Abandonment at checkout is one of the primary reasons why you should assess your payments page.
- Test if all the payment methods mentioned on your website work.
- Assess checkout options and check if the user will experience any waiting time while checking out. Incorporate guest checkouts for ease of use.
- Are there any specific sign-in requirements for the returning customers?
- How safe are transactions? Does the website take the customer to a secure page when asking them to enter their card's details?
- How does the user return to the website once the payment has been accepted?
- Validate the flow of the checkout page and the interactions at various points.
It would help if you wrote a test case that evaluates all payment aspects, from start to finish.
Shopping Cart On average, the cart abandonment rate across industries is 69.80%. To avoid losing customers after they have loaded the cart, you should invest in test cases to gauge your shopping cart.
- Have you allowed the users to edit the shopping cart? Can they add or delete the items at checkout?
- Are the users able to add coupon codes, vouchers, or gift coupons at checkout?
- Are taxes levied as per the location of the user?
- Does the system calculate the shipping cost correctly for the area?
- Can the user add items after viewing the cart?
Product Details Page Users should be able to properly interact with product pages so you can convert them into customers. The product page will need to perform a salesperson's job by giving away all the relevant information about the product. The information should include specifications, prices, and product images. It would help if you correctly placed everything on the page. Test for the following to validate these pages:
- Are the photos used high quality and adequately defined on these pages?
- Are there reviews on the page?
- Has the page mentioned the delivery and shipping-related information?
- If a product is out of stock, this information should be plainly visible.
- Does the page include all the specifications?
Post-Order Test Cases Things need to work smoothly even after the order has been placed.
- Check if the user can cancel their order after placing it.
- Check if the customer can view the order details on the website. Can they view the history of their purchases?
- Does the website store invoices for all purchases?
With all your marketing efforts, you managed to grab the attention of the users. What next? You want them to convert after visiting your website. However, it is not possible if they face hurdles while interacting with your website. Testing your eCommerce website will give you a thorough idea of how your website works and what features make it challenging. You can remove the errors and reduce the risks after evaluating all aspects. You need to check the home page, category and product pages, and checkout for reduced abandonments and maximum conversions.
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