| Too many merchant websites are launched without | | | | Website performance should be evaluated from both |
| first testing that they can do what they are designed | | | | the web manager's face of view and the customer |
| to do. Websites are not ready to be launched without | | | | face. Too often more stock is placed in the website |
| a complete test of its programs to ensure they can | | | | manager's face and not the customer face when it |
| function according to the intent of those programs. | | | | comes to testing performance. Testing website |
| Performance tests on the processing credit cards can | | | | performance from the customer face can provide |
| reduce the risk of loss and abandoned shopping carts | | | | invaluable information that if acted on can reduce risk, |
| before they occur with customers; not after. | | | | lost customers and abandoned shopping carts. |
| Internet merchant account performance should be | | | | The testing of customer paths should be |
| evaluated from both the administrator's face and the | | | | comprehensive and complete. Go into the website as |
| customer's face. How well the software for | | | | a customer would and use different scenarios to test |
| processing credit cards is performing can impact the | | | | the effectiveness of the paths. If broken links or |
| customer's experience in a positive or negative way. | | | | improper paths are found they can be corrected. It is |
| Keeping in mind customers will come to your site | | | | better that you find them and not the customer. |
| through dial-up and broadband Internet connections you | | | | The customer that discovers a broken path may |
| should design the site to accommodate both. If your | | | | abandon that path and move on to another website. |
| site requires the customer to have specific software | | | | For example if during the processing of credit cards |
| installed have a link to that software or choose more | | | | the customer keeps giving an error code they may |
| commonly used software. | | | | become frustrated and this may cause the customer |
| Customer Experience Components: | | | | to abandon the shopping cart and perhaps not make a |
| | | | purchase at all. If you were to have discovered this |
| 1. Functionality | | | | error you could correct it and prevent a possible |
| 2. Customer Paths | | | | negative customer experience. |
| 3. Performance | | | | Performance |
| 4. Customer Connectivity | | | | To evaluate and test your website from the customer |
| 5. Compatibility | | | | experience face will uncover many possible and |
| Functionality | | | | undesirable performance issues. How well your |
| Websites are not ready to be launched without a | | | | software is performing can impact the customer |
| complete test to ensure they can function according to | | | | experience in a positive or negative way. Is the |
| the design of the software programs. Just because a | | | | shopping cart program performing as smoothly as it |
| program promises to function in a particular manner | | | | should? Is the program for processing credit cards |
| doesn't mean it is doing that. Tests are the method to | | | | freezing up? If the processing of credit cards has a |
| be certain the program functions as designed and the | | | | performance issue it will directly affect your bottom |
| outcome is acceptable. If your Internet merchant | | | | line. Testing the performance of the various program |
| account service requires you to test their software for | | | | on you website can help prevent poor performance |
| performance you should also test your site's software. | | | | and customer experience. |
| A website owner should be asking the question "Do | | | | Customer Connectivity |
| my programs function as they should?" The website | | | | With 45% of all Internet users still using dial-up does |
| might look impressive but if it doesn't function as it | | | | your website accommodate this kind of connection |
| should it is just a matter of time before increased risk | | | | speed? Or does your website take for granted by the |
| of loss is materialized. When is the last time you tested | | | | functions and programs on the site that a customer will |
| your credit card processing system to ensure that | | | | be using broadband? Is processing credit cards on |
| deposits to you Internet merchant account are in | | | | your site taking too long? Factoring in the lowest |
| balance? Testing website programs to ensure they | | | | common denominator you will be able to design or |
| are functioning properly and timely should be | | | | correct your web pages to accommodate more |
| performed periodically. | | | | customers. |
| Functions on a merchant's website should take into | | | | Perhaps you may have too many advertisements on |
| account the diversity of visitor's computer experience. | | | | pages and this causes the loading time to be delayed. |
| If a website requires a high level of computer literacy | | | | Or maybe you have too many images and this |
| by its customers a large segment of them will be | | | | causes the loading time to longer then necessary; you |
| intimidated into leaving the site. Customers leaving the | | | | can correct them before the customer experiences |
| site take their purchasing potential with them and this | | | | the delay. The ram a customer may have available |
| will impact the balance of your Internet merchant | | | | could be insufficient to take on that kind of a load. It |
| account. Make it easy and enjoyable for customers to | | | | would be better for you to find out upfront and make |
| use your website. | | | | the adjustment. |
| Website functions should be simple and easy for all | | | | Compatibility |
| levels of users. The simpler the better! If a purchaser is | | | | Functions on a website should take into account the |
| using the shopping cart does it function to make the | | | | diversity of a visitor's computer compatibility. If a |
| processing of credit cards easy and ensure the | | | | viewing program on the website requires a customer |
| customer the transaction is secure? Have you tested | | | | to have a certain amount of ram or the program runs |
| the shopping cart to ensure it is functioning as it ought | | | | slow or not at all; you might consider alternative |
| to be functioning? | | | | software. If programs require extensions like readers |
| A good way to gauge customer experience is to | | | | then the site should have a link for a free download. If |
| survey your visitors and have them evaluate just how | | | | your Internet merchant account service requires |
| user friendly your website is? The feedback you'd | | | | compatible software you're going to install it so give |
| receive might be eye opening but could give you insight | | | | the visitor to your website the same consideration. |
| to whether the website is as friendly as you think. You | | | | Reducing the risk your website can incur due to |
| can tally up the sales figures from your internet | | | | function, performance and compatibility concerns by |
| merchant account and see first hand if your | | | | performing tests can greatly reduce your exposure. |
| customers are having a positive experience on your | | | | Remember customers leaving you website take their |
| site as well. Whether a website is user friendly will | | | | purchasing potential with them and your sales |
| vary from visitor to visitor but a balance must occur | | | | revenues go down. Make it easy and enjoyable for |
| where you have taking into account each customer's | | | | customers to use your website and have a positive |
| experience. | | | | experience every time by performing tests on your |
| Customer Paths | | | | website periodically. |