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How Crowdtesting Helps to Ensure a Smooth Digital Experience for E-Commerce Products

Julien Mascaro • February 16, 2018

Improve conversion rates. This is one of the biggest goals for an e-commerce seller. It is, of course, easier said than done. However, eliminating software bugs can go a long way to improving the customer experience and conversion rates.

Indeed, what’s more annoying for a customer than not being able to buy what he wants when he wants, in a simple and effective way? The “in-house” tests, set up by many companies, do not always make it possible to know exactly the source of software bugs in order to neutralize them definitively.

E-commerce sites have to ask themselves a few questions in order to improve the customer experience. Is the user’s journey to purchase easy, intuitive, and pleasant? Is this the case across all digital touchpoints - from desktop websites to mobile sites and applications?

Many blocking points on an e-commerce site can prevent the user from completing his order …

  • Product search: Searching an e-commerce site can turn into a wild goose chase if refining does not work properly. Between the filters giving sometimes random results, and the sorting parameters not displaying the products in the right order, it is sometimes difficult to find what one is looking for.
  • Account creation: Encountering long or complicated account registration steps, counter-intuitive or inoperative information validation can be a barrier to the transaction.
  • Finalizing the purchase: Failure to add a payment method or to define the delivery terms may discourage the customer from making a purchase.
  • Specific device issues: Improper display, unusable functionality, or degraded resolution are all issues that will block the purchase of customers using devices that are not suitable for the application or site.

This is where exploratory crowdtesting comes in!

A few words about exploratory crowdtesting: Exploratory testing is the way to test a product, application, or site consisting in exploring it randomly, without any test plan or preset scenario. Exploratory crowdtesting has several testers put themselves in the shoes of a lambda user. They will try the various features available to them and the different components of the product, the application or the site. This method makes it possible to obtain numerous returns on the whole product by research carried out by real testers, on a large panel of real devices.

What use does crowdtesting have in the field of e-commerce?

Users of e-commerce sites and applications are not only looking for speed and simplicity, but also want a seamless experience facilitated by understanding their needs. By involving testers without particular knowledge of the product, exploratory crowdtesting guarantees you a test corresponding to the real journey of the average user.

This mode of testing has the ability to cover a broad spectrum of scenarios, including situations difficult to predict in “scripted-testing” or “automated-testing.” Each tester, through his experience, creativity and personality, will behave differently and will go through his own itinerary to order a product. The testers will also be able to test with their own means of payment, making it possible to ensure that each of the payment methods function correctly.

Easy to set up, exploratory crowdtesting ensures quick returns on the entire product and without significant prior preparation, which ultimately guarantees the quality of the user journey on your e-commerce site will improve.

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