Improve the UX of your checkout process safely
The checkout process is a critical part of any ecommerce business. No wonder that most companies are afraid to run UX experiments that touch the checkout flow. The result: You are stuck with an ancient UX because making any changes is risky.
Running UX experiments on your checkout page is crucial to generating more revenue. However, if you break your checkout page during UX experiments, customers may not be able to complete their purchases. The risk of breaking one of the multiple credit card and payment integrations may also stall UX experiments.
Here are some of the most common points of concern:
- Slow page loading – especially with dynamic content
- Users unable to enter input in critical fields
- Added items not shown in the shopping cart
- Broken links or missing images on the site
- Creating a new account or logging in not possible
- Errors in payment options or delivery methods
Luckily, you can do UX experiments and improvements safely without breaking the payment funnel and other existing functionality.
Here are 5 ways Frosmo can help you do just that:
1. Quality assurance
The main reason for doing QA is to make sure changes on the website don’t introduce bugs, break the UI or influence the checkout flow.
Frosmo can go through the checkout funnel with all possible combinations of purchase add-ons and make sure that new changes won’t break functionality. For example, when you want to add additional delivery methods, we help you test all the combinations before rendering the site live.
Software bugs and crashes irritate users and reduce conversion. How to avoid them? We suggest that the team should identify key user-behavior patterns and make sure they are free of bugs and blocks that users might encounter. Identifying bugs from the start allows rapidly changing and correcting the code, instead of compromising user experience. A sanity test is conducted after testing to ensure that the bugs were fixed.
Do one change at a time. A complete overhaul isn’t always necessary. Especially if your legacy systems are hard to touch, experiment with smaller changes. They can also have a high impact on conversion rates, although it’s more likely that big changes have a more noticeable effect. For some people, it’s easier to keep the same kind of UI so it’s more familiar to the users.
Experimentation is a no-brainer when you want to develop your UX. Instead of just going with your gut feeling or intuition, systematically test options in lightweight experiments and check which changes improve conversion rates or sales.
Continuous small improvements to the page make A/B testing even more important. Measure changes that happen directly on the page on which the experiment is running, say in the checkout page. For example, if you want to A/B test your checkout page but don’t have enough conversions, test the elements in the current page to learn more about the users and help bring in more relevant traffic.
Let’s say you are running a test on your checkout page, where users have two options: either click ‘Sign up today’, or click ‘Log in’. If your aim is for the customers to finish checkout, you should run the experiment on the ‘Sign up today’ and ‘Log in’ buttons, so you can see the direct impact on the changes made.
Testing high-impact changes is challenging and changing many things at once is difficult, but creates bigger changes in conversion rate and a statistically significant result. An adverse result can also give valuable insights about the customers, which can be useful for future tests. In the end, when dozens of possible solutions have been disproven, you will find the superior one – perhaps not perfect, but the best so far.
3. Data analysis
After user research, testing/experimentation phase, and once the code has been developed and tested, it’s time to render the website live. An essential part of ‘going live’ is implementing and interpreting data analytics. The results can unravel valuable business insights, and identify patterns in user behavior. Analytics validate the idea and allow any organization or individual to make data-driven decisions and avoid expensive mistakes before the page goes live. You can watch for any potential errors during usage.
Continuous analysis of the test results while the page is running has been crucial to making data-driven decisions. Determining the part of your website that needs the most improvement helps you avoid wasting time on testing things that don’t need changing.
Frosmo offers testing capabilities and allows a faster time-to-market – so visitors continuously see new elements on the site. For example, the Frosmo platform provides the multi-armed bandit option for variations. The multi-armed bandit is a machine learning solution that determines which variant of the experiment is performing best. This variant is then automatically shown to users most often. This reduces the need for manual analysis to choose the ‘winning’ variant. At the same time, if trends change, the variation distribution changes automatically to favor the currently best solution.
4. Test for modifications
Scheduled testing is a great way to understand your current process. If there are any issues with placing an order, this must be clearly communicated before the customer wastes time in entering any additional information. Focus the tests around the essential areas of the page. This often has a more significant impact on the conversion rate than testing minimal modifications on other pages.
Tests should be conducted regularly, for example, twice a day, to make sure that customer-critical functionality is working as intended. Scheduling tests, once they’re written, is the responsibility of both Frosmo and you as our customer. Together we define the critical functionalities, such as the checkout funnel, and our team at Frosmo can then decide what to test to make sure it works. We can conduct an intern test to see whether the user can add products into the cart, proceed to the checkout page, fill out the fields, and leave the payment gateway. The test can be scheduled to be run at any interval.
By testing changes on a live site without development servers, there is no risk of having website changes that work perfectly during development but cause errors once in production. With Frosmo Workspaces, testing and collaborating between front-end and ecommerce teams is easier and faster without affecting the live content of your site. It improves the user experience safely as it eliminates the risks of discrepancies between different environments.
5. Error test monitors for customer conversion startup
Choosing the software that works best lets you efficiently run your desired tests with minimal effort or coding skills. Frosmo uses an open-source error tracking tool for monitoring errors and checking whether everything is fine with your site, and not just in the standard browsers. This tool monitors what the users are experiencing in the website at any given time, helps developers monitor and fix crashes in real time, and provides the health status of all modifications on the site.
Our team-specific dashboards show all our customers, current error rates on their sites, and what the errors are about. This is a pretty neat feature for error tracking, allowing Frosmo to catch the errors even before the site owner does.
At Frosmo, we make our customers feel safe about developing their sites and implementing modifications with tried-and-tested industry best practices. We can respond to new issues like the changes you make on your site, even when something goes wrong. The error-tracking tool is not just about modifications, but it also gives information about any abnormal changes, such as if conversions dropped significantly, or transactions count dropped.
Your website is an extension of your brand that requires continuous tracking, testing, and maintenance. With quality assurance and the product team working in tandem, a great user experience is within your reach. The courage to question conventions and implement a test-driven culture helps you create the best UX for your customers.
To know more about Frosmo Workspaces, watch the recent webinar recording.
If you think this is the right solution for you, please contact firstname.lastname@example.org.
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