How To Improve Customer Experience with eCommerce Testing

Illustration by Wuyi Design via Dribbble

Whenever you take a trip to a retail store to buy something of your choice, you are usually greeted by a friendly salesperson who’s ready to assist you with what you are looking for.

They consider your budget and solve any queries you have related to the things available in the store. In the end, you find yourself purchasing something and you leave the store feeling satisfied and happy that you got your desired product. This is an example of a satisfying offline experience.

Customer experience can be referred to as the means by which a brand communicates with the customer the whole time during the buyer’s journey. The emergence of COVID-19 has disrupted many companies and businesses.

It has totally transformed the way we perform business. Ever since the pandemic emerged, people have been more focused on online shopping. Nowadays, almost everything can be done online. From buying a book to booking your aeroplane tickets, online shopping has taken the center stage.

The global pandemic has not only altered changes in shopping behaviour but has also made a strong shift towards eCommerce, which is expected to rise even more further in the post-pandemic world.

Now, let’s dive deeper into what eCommerce actually is, its benefits, and how it plays a considerable role in improving customer experience.

What is eCommerce?

In this modern age of digitalization where Artificial Intelligence(AI), Machine learning(ML), and Big Data succeed, it has enabled companies to effortlessly gather data and act consequently.

While data functions as a catalyst to accumulate data and enhance customer experience, it is equally crucial to create a medium that relieves this strategy. This is where eCommerce manifests itself.

eCommerce is portrayed as the buying and selling of goods and services through the internet. It is the transfer of funds and data to meet the sales. It can also be referred to as electronic commerce or internet commerce. The term ‘eCommerce’ is frequently used to specify the sale of physical products online.

It can also be represented as any kind of commercial transaction that has been carried through the internet. But the one thing to keep in mind is that even though eCommerce refers to all aspects of online transactions, it is specifically most referred to as the transaction of goods and services.

The history of eCommerce unfolded with the first-ever online sale, which was on August 11, 1994. A man sold a CD to his friend, (it was a CD by the band Sting), through his website, named NetMarket, an American retail platform.

This is the first time that people witnessed a product being sold on the internet and this concept laid the foundation of modern day e-commerce websites.

Benefits of a Well Tested eCommerce Application

eCommerce testing has contributed so much to the people. It has overall made the shopping experience a lot easier for customers, especially during the pandemic.

Well Tested eCommerce Application
Illustration by Gautham k m via Dribbble

eCommerce has transformed to make products more uncomplicated to discover and buy through various marketplaces and online retailers. When we take a look at the advantages of a well-tested eCommerce app, there are quite a few.

1. Much Affordable Marketing and Advertising

In eCommerce, sellers don’t necessarily have to spend a lot of their money to promote their products or items. eCommerce offers a fast, inexpensive way for online marketing.

Usually, eCommerce market sites are visual channels, where customers can browse through various products and at the same time sellers can show off their products.

2. Product and Price Comparison

With the help of eCommerce, it enables sellers to compare the products using the tools they have in hand. This provides them an alternative choice, that is to get a hold of different products, see if a product rate is unfulfilled and standard rates.

3. Limitless Reach

A seller with a physical store can only reach out to people from that area or considerably few more people, that’s it.

They can also arrange a service where they deliver the ordered products to the customer’s homes or workplaces. Still, there is a limit to the number of people the seller of a physical store can reach.

But when it comes to eCommerce, it expands their reach to a lot more people from different localities, from miles away.

4. Quicker Buying Process

This is one of the major benefits eCommerce brings to the table for improving customer experience. Customers can spend comparatively less time shopping for what they need. With the help of eCommerce, they can surf throughout the web and buy what they like instantly, with just a click.

The best part about shopping is that it enables customers to shop for products that aren’t usually available near their locality, hence they can purchase them online.

5. Flexibility For Customers

With the help of eCommerce testing, it offers another good advantage for businesses. That is it enables its sellers to provide flexibility for their customers. It roughly means that the products are available 24/7.

Suppose you want to purchase a product online, no matter what the time, you can purchase it as long as the servers are up and running. Customers are most likely to come back to the same eCommerce website if they are satisfied with the product or the service that they received.

6. Better Convenience

With the help of eCommerce testing, it boosts customer experience in a more substantial way. It provides customers with more suitable convenience. It enables them to buy their desired products from anywhere in the world as long as they have a stable internet connection.

For example, due to bad weather, people find it difficult to go outside and buy it for themselves, and that’s where eCommerce comes in clutch. It allows customers to not worry about any physical constraints when they’re buying any goods or services.

7. Saves Money

The cost sustained by the business on the middlemen normally sets upon the customer. Considering the fact that the middlemen are out of the picture, the customer is unrestrained from handling the expense of the middlemen.

To entice customers and to face off competitors, several business organisations present products and services at more reasonable prices. Particular goods like e-books, audio clips, etc, can be bought and supplied via the internet. This helps to save costs for buyers.

8. Adequate Information

Another key benefit of eCommerce in enhancing customer experience is its ability to provide adequate information to its customers. The internet is considered the main vehicle to carry out transactions in e-business.

It allows consumers to search for a particular item of their choice, learn more about it, browse through different products and ultimately decide which one to go with, after learning the information about each product they set eyes on.

eCommerce also enables them to track their product delivery status and answer any queries they have in mind.

How Does eCommerce Testing Improve Customer Experience?

eCommerce testing can be described as the method of testing various eCommerce website components such as specifications, design, pages, and features to examine their senses and guarantee they’re not damaging the interpretation of the site in any way possible.

25 Must-have WooCommerce Plugins for Your Online Store
Illustration by hellocron via Dribbble

Now, let’s take a deeper look at how eCommerce testing enhances customer experience:

 icon-check Product Listing Creation

When a customer searches for an item, the first thing they see is a whole list of different products. With ecommerce testing businesses can ensure that the UI/UX on the product listing page is maintained efficiently.

This is one advantage eCommerce provides for the seller. One of the other characteristics of this is that after you’re done listing your products for your business, you can personalise them accordingly. The best part is that creating a list takes very little time and all you require is the code and a product name.

 icon-check Cost Reduction

This is one of the most significant advantages of eCommerce testing ever. eCommerce testing helps identify bugs and issues that could have a significant impact on the application performance and could result in customer dissatisfaction.

Especially since eCommerce websites implement online payment features, enterprises must test and ensure that all the credit card details, etc that customers provide while checking out are safe and secure.

 icon-check Generate Marketing Strategies

Generating marketing strategies is one of the main advantages of eCommerce testing in improving customer experience.

Optimization and testing will encourage the creation of useful strategies for your website. By fixing your site’s problematic areas, you can attract more people and engage their stay even longer.

 icon-check Increase Conversion Rates

Your conversion rate tends to increase considerably since you’re testing in nearly every part of the website and securing a good and sound visitor experience through site optimization.

 icon-check Reduce Risks

With the help of eCommerce testing, it decreases the risks in making changes to your website and it also eliminates the chances of uncertain losses.


At present, in this fast-paced world of new technological innovations, companies are striving to get hold of the latest pieces of equipment to stay a step ahead of their competitors as well as to keep up with new changes the tech world has to offer.

Many advanced services such as test automation services and AI services are being implemented by companies to offer their clients the best service they can get. The adoption of eCommerce testing is only going uphill from here on.

It has reshaped the world into something much bigger, beyond measure, when it comes to the purchasing of goods and services online.

About the Author!

Feril Hazem is an industry expert and a professional writer. His works are prominently about the different types of testing, including ThinkPalm’s test automation services and manual testing. He also focuses on understanding the implications of new test methodologies such as Agile and DevOps testing.

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