The shift to the mobile world has been quick, leaving most of the companies still struggling with keeping up. Mobile traffic today has surpassed desktop traffic. As per Capgemini, 58 percent of the traffic to online retail websites is coming via smartphones or tablets.
A website or an app which loads slowly could translate directly to the loss of potential customers; retailers must test the load times and prepare for the rush during the peak seasons.
Your customers won’t wait
Consider around 47 percent of the people assume any web page to load within 2 seconds, and 40 percent would abandon the web page in case it takes more than 3 seconds to load, as per the oft-cited Akamai study in 2009. What is worse is that around 64 percent of the online shoppers who are displeased with the site visit would go to some other sites for shopping next time.
This logic is also applicable to mobile apps. As per a study conducted by CA Technologies, around 68 percent of the people who have left any brand due to slow loading expected the app to load within 6 seconds. In fact, around half of them anticipated the app to load within 3 seconds.
A quick-loading app or website is more probable for converting a visit into a sale, and it offers an enhanced impression of their brand. Just a second delay in loading the web page could cause the conversions to drop by around 7 percent as per a study conducted by Tag Man.
In case you are not equipped for the swell in traffic which shopping days such as Black Friday could bring, in that case, you may have more than just the load times to think about. For instance, when Best Buy’s site went down, the users flooded the social media complaining about the downtime, numerous sales were lost, and the also the stock price fell down.
It is not very easy for calculating accurately the possible cost of poor performance or an app failure. When an app fails, most of the costumes abandon it for other apps, and then they never return back. They might even ditch such a brand and switch to their competitors. As per Localytics, user retention is just 34 percent in 2017 till now. While user abandonment stands at 25 percent. That implies a quarter of the apps have not delivered to the expectations and the users have not returned back to them.
If you wish people to spend more on your website or stay longer on your app, then is essential that your apps and websites have fast load times, and ease of use. In case the visitors couldn’t find what they are looking for quickly, then there is a risk of losing the customers to the competitors.
Usability testing is an important tool for discovering the navigational issues, unpredictability between your app and website, and everything else which could disturb the flow of a usual customer visit. A streamlined, slick app that performs well will be preferred over a lumbering app that offers a lot of features.
Load testing is also a crucial consideration. For preparing properly for the big shopping days you require testing to point of failure. Run the tests and monitor increase the load till any scaling issue arises. Look for strategies to apply in the case of a failure. You might not be able to avert an outage, however, how you could restore back is important.
It is important to remember that load testing is not a never-to-be-repeated activity; you require doing it often, not only before the bigger events.
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