For a vast number of organisations websites are now a common sales and marketing channel bringing substantial financial contributions.
However, the continuous development of the internet, escalating technological complexities, alongside increasingly fierce competition in the digital market place has made website testing critical to maintaining a competitive position.
When businesses do not monitor website performance, system errors can go unnoticed directly impacting company ROI. By its nature, online shopping allows users to switch between sites and brands very easily. This allows dissatisfied customers to ‘walk away’ at a click of a mouse – often, to sites they may not have heard of before. Online service delivery and customer experience is perhaps more critical than any other shopping outlet due to the fickle nature of online confidence.
To truly understand your web site performance and which technical issues are most disruptive to an end user it is imperative to test from the customer’s perspective – using dynamic user journeys.
Just hitting the Homepage every 5 or 15 minutes suffices. It allows the team to know if the ‘site is up’ or the ‘site is down’. Homepage testing provides enough insight to highlight if your hosters are taking liberties and unplugging from time to time… or if your coding team manage to crash the whole box when releasing new code!
Marketing departments spend a lot of time investing in SEO, advertising and PR to drive traffic to the company site. However, it doesn’t matter how many people you attract to your website if, once they get there, they cannot login, register or place orders and eventually abandon their journey due to frustration.
The possibility of losing business due to poor technical performance is a real
concern for organisations whose website is an integral part of the business. The only way to protect your online revenue and ensure a consistent, positive end-user experience is to monitor your website more deeply from the customer’s perspective.
To be a true journey, the monitoring needs to Do What Your Customers Do – and do it dynamically. To create a dynamic user journey specification requires denoting the user actions rather than URLs.
At each step, instead of hitting a URL that was fixed in advance the monitoring technology needs to look into the page, and find the URL in real time – simulating
real user behaviour.
The possibility of losing business due to poor technical performance is a real concern for organisations whose website is an integral part of the business. The only way to protect your online revenue and ensure a consistent, positive end user experience is to monitor your website more deeply from the customer’s perspective.