Monitor the performance of your website to create a positive customer experience and maximize revenue
88% of online consumers surveyed are less likely to return to a site after a bad experience. What does this tell you? Website performance matters to the customer experience. In fact, it matters so much that the vast majority of consumers may never return to your ecommerce site after a single bad experience. Fortunately, there are ways to be aware of any issues that might affect your customers or your business.
In this article, we'll discuss the most common website performance issues, how website performance monitoring improves both customer experience and conversions, and how you can monitor your website most effectively.
Most common website performance issues
While there are many possible performance issues your website could fall victim to, NS8 has isolated a few of the most common and most important to be aware of. These include load times and incomplete pages, lapsed security certificates, and website downtime. We'll discuss why each issue is important in ecommerce as well as how they can affect the customer experience and your bottom line.
Page load time and incomplete pages
In an Unbounce survey, 70% of consumers said load times can have an impact on buying decisions. During a time when there is increased competition online, customers notice things like slower than average page loads. This is where website performance monitoring plays an important role. With customers all over the world, a single downed server could be causing all customers in a particular region to have loading errors. Global monitoring can alert you early when these problems occur. By knowing exactly when your customers are experiencing an error, you can be proactive in solving these issues before they have any detrimental impact on conversions.
Lapsed security certificates
Blacklists and security warnings can immediately ruin your credibility with customers and cause them to shop with a competitor. Though these issues are often fixed quickly, any lapse in coverage could result in a negative effect on your bottom line. Potential customers who would have made a purchase are likely to look elsewhere when met with a suspicious or unsafe warning. Make sure you are doing all you can to be aware of any lapses in certificates and take action on them immediately.
As an ecommerce business owner, how much does website downtime really cost you? This number, of course, varies based on the size and complexity of your business. At a larger scale, Gartner has put it at an average of $5,600 per minute, equaling over $300,000 per hour. Amazon famously encountered downtime errors on Prime day in 2018, with estimated losses to the company of $1.2 million a minute, according to TechCrunch. Avoid losses by making sure you are notified of any website downtime as soon as possible. Have a plan in place with escalating warnings to ensure the problem gets solved quickly to minimize the impact.
Website performance monitoring can improve conversion rates as well as customer experience
It can be difficult to calculate the exact losses in revenue due to poor website performance. Let's start with some more numbers around downtime. According to HostingFacts.com, the average website experiences 35 hours and 32 minutes of downtime per year.
We know based on the projected revenue loss from downtime we discussed above that any reduction in your average downtime translates directly into more cash for your business. And that's not even counting potential losses from lapsed security certificates. These can include lapsed license fees as well as revenue loss from potential customers who abandoned your site due to the security warning.
By constantly monitoring the performance of your website, you are guaranteed to recoup some of these potential losses, thus boosting your overall earning potential. In addition to improving your bottom line, customer experience can also be vastly improved through website performance monitoring.
An important part of improving your ecommerce customer experience is knowing how your customers feel and what is important to them.
According to Salesforce's State of the Connected Customer report, 84% of customers feel that experiences are as important as the actual products and services.
In addition to this, we know that customers value convenience and seamless experiences. A Q4 2019 IRI survey concluded that consumer demand for convenience and value is increasingly influential in persuading a consumer to shop through a specific channel and at a specific store.
Poor website performance often leads to a clunky, inconvenient experience. Such an experience can ultimately drive customers away and cause them to not return. Customers also tend to share their experience with others both on and offline, causing potential brand damage as well as monetary damage.
On the flip side, however, by educating yourself on these common website performance issues and committing to a comprehensive performance monitoring solution, you can turn these potential losses into real gains for your company.
How to monitor your website most effectively
To start, know what the most common website performance issues are for your store. Stay aware of potential problems like extensions that cause errors or expiring security certificates.
Choose a comprehensive website performance monitoring software that keeps you protected 24/7. Set up alerts and notifications to ensure you know early when problems arise.
Benefits of NS8's website performance monitoring software
Our solution is designed to alert you to any issues in the performance of your website and ultimately prevent the loss of customers. Let's take a closer look at NS8 and some of the key benefits.
Live performance monitoring - Know when and where customers are experiencing site issues, such as slower load times and incomplete pages, by constantly monitoring responses from servers around the globe.
Certificate expiration notification - Avoid blacklists and security warnings by keeping your website's security certificates up to date. Get notified when your certificate is about to expire and be proactive about renewals.
High-priority alerting - Get notified immediately if your site goes offline so you can respond quickly and direct resources to the place where they're most needed.
Decreased downtime costs - Escalating outage alerts help decrease labor costs and customer losses by letting you get ahead of unexpected downtime.
Extended analytics - Deeper data allows for more efficient ways to track common issues and potential problem areas, which helps identify where current processes can be optimized.
Cost-effective protection - Where other fraud prevention services require a significant amount of time and money before providing a return on investment, our platform grants results immediately.
Better resource management - With timely dashboard and email notifications for important website issues, employees can spend more time focused on other tasks.
Website performance issues can be very stressful, especially when you consider the potential damage to both revenue and customer experience. By educating yourself about these issues and taking advantage of effective software solutions, you can say goodbye to the stress and frustration that comes with worrying about your website's performance.
Interested in learning more about NS8's comprehensive website performance monitoring capabilities? Click here for a product demo.