Why end-to-end test automation is the best way ahead in e-commerce?
In 2016, an estimated 1.61 billion people worldwide purchased goods online and global e-commerce sales amounted to $1.9 trillion. Even though this looks like a gargantuan amount, $1.9 trillion is just 8.7 % of the total retail sales in the year 2016. With the growing number of internet service providers, the proliferation of mobile data and the growing acceptance of e-commerce sites, there is a huge potential for further growth, and sales numbers are projected to reach $5 trillion by 2021. This has led to a flurry of new startups and investments in the e-commerce domain, and every new player is aggressively trying capture this market. One of the key metric that decides success in this field is that of “conversion rate”. The conversion rate is the ratio of visitors to a website that actually complete a purchase and every company is looking for new ways to increase this critical ratio.
The average conversion ratio varies widely depending on the nature of business, but it is critical to have an above average conversion ratio to be a successful e-commerce website. Though a lot of factors play a role in determining the conversion ratio, customer experience stands out as the most important ingredient. A Gartner prediction indicates that by 2020, customer experience will overtake price and product as the key brand differentiator. But the problem is that there is no fixed set of rules to improve customer experience. Experience suggests it is purely based on trial and error. Unlike other websites, e-commerce websites require extra attention to ensure seamless performance at the customer’s end. This means tweaking, upgrading and adapting to new innovations at a rapid pace to stay ahead of the competition. Quick implementation of these innovations and rolling back certain unsuccessful ones at a lightning pace gives a company huge competitive advantage. These innovations might help in providing a solution for a wide variety of issues ranging from
- Adaptability to existing and new devices (Mobile phones, laptops, tablets and any other new devices)
- Adaptability to a new UI or web server
- Improving and measuring load performance during peak hours or during flash sales
- Integrating a new API to improve the functionality of the website
Agile development is just one piece of the puzzle offering to solve these issues, but an equally important piece is an end-to-end test system. A comprehensive test system which can tests the whole ecosystem starting from front-end, back-end, API, load and integration layer (Integrating shopping carts, standards for data transfer, payment server). Furthermore, automating end-to-end testing adds greater agility, allowing you to quickly respond to changing business needs, and reducing time to market. Automating also allows you to increase the number of tests performed, adding to the breadth and completeness of your testing.
At Renovite we recognize this need for a smart end-to end test solution which can enable e-commerce companies to have shorter and efficient test cycles. To learn more about automated end-to-end test solutions please click here