Companies today rely on their web properties to generate a steady stream of revenue, whether directly (e.g., e-commerce) or indirectly (e.g., marketing websites). Most businesses use lead-aggregation forms, such as sales forms, contact forms and signup forms, to neatly funnel visitors into their digital rolodex.
Of these businesses, the majority do not have a system in place to notify them of unexpected breaks, errors, technical misconfigurations, or any of the other “whoopsies” that will occur during the lifetime of their website. When something inevitably breaks, these businesses will realize their faults slowly—long after their users—and miss out on the unknown potential revenue that vanished into the abyss while they assumed everything was working as expected.
The difference between becoming another chump whose assumptions result in lost revenue and frustrated would-be customers and establishing yourself as a diligent guardian of your online business is process.
Forms have massive potential for failure
Modern web forms have enough moving parts to make even a developer dizzy, but as one of the oldest and most understood technologies on the internet, their functionality is often taken for granted. It is this underestimation, however, that has allowed the modern sales form to become one of the biggest points of failure for online businesses today.
A typical submission process today consists of front-end code, back-end code, a web server, a database server, and a CRM. Each of these belong to different domains of our technology stack, yet we rely on all of them to function flawlessly just to receive a prospective customer’s email address.
There are too many moving parts involved in the modern sales funnel to simply assume everything is working at all times.
Acknowledging the potential for failure is the first step, but what can be done about it?
The Testing Process: A Safety Net
As humans, we are not always good at anticipating everything that could go wrong. We are not always good at safeguarding ourselves from small mistakes with large consequences. We are not always good at predicting how the dominos will fall.
If you enjoy running an online business, and would like to continue doing that in the future, you need an established QA (quality assurance) process for your website. This may seem difficult, but the majority of companies can accomplish it with one of two approaches.
This approach requires a team of professionals routinely performing checkups on each aspect of your website. This includes forms, broken links, front-end code errors, back-end code errors, third-party integration health-checks, and much more. This type of testing is a full-time job in our industry, and rightfully so. Great QA testers are the difference between a healthy website and a non-functioning piece of junk.
The issue with manual testing is that it is time-consuming, tedious, and costs your company valuable man hours instead of machine hours. Some aspects of your website will require manual testing, but the majority of your testing process won’t.
The bread-and-butter of modern QA, test automation takes tedious manual tasks and converts them into replicable processes that can be performed as often as you’d like. Because machine hours are much less expensive than man hours, this type of testing is cost-effective and efficient.
The differentiator in the cost of your business’s automated QA process comes down to one thing: will you pay an engineering firm to develop your process from scratch, or will you use a QA service with established processes? You may end up using both over time, as some testing is simply too much of an edge case to massively replicate. However, modern QA platforms provide tools that make the creation of complex test cases—even one-off edge cases—very simple.
This is where QA platforms like bastions (my own product), come into the picture. SaaS products specializing in QA processes can be a lifesaver when it comes to detecting and diagnosing unexpected problems with your website. Although this isn’t true of every product out there, many require no programming or even large amounts of technical knowledge. If you can use a mouse, and you understand how your website should work, you can establish your own testing processes with these platforms in minutes.
If you find yourself thinking something along the lines of:
“My team builds great websites with bug-free code and artisanal documentation. This couldn’t possibly happen to us!”
The good news is that you’re not the first to think this way. You also won’t be the last to change your mind once the “unthinkable” becomes the only thing your customers have on their mind while thinking about your business.
Landing the plane
If you leave this article with nothing else, remember this: your online business needs a process in place to ensure your website is functioning around the clock. Your website is an investment, the return of which depends on its functionality.
Let’s stop ignoring QA processes and start protecting our businesses from the consequences of assuming continuous functionality.