Following the Customer's Journey to Detect Bottlenecks

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Following the Customer's Journey to Detect Bottlenecks

No matter what type of testing you perform, think of users first and you’ll ensure a 100% user-friendly product of high quality.

· DevOps Zone ·
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In 2016, only four decades after it was invented, retail e-commerce sales in the U.S. reached 396.7 billion U.S. dollars — and are forecast to grow.

Evidently, the competition is huge. Choices online are many. Unless there is a commitment to buy from your very website from the very beginning, the customer will easily switch to your business rivals if your website doesn’t provide what he or she wants.

A better website will guarantee better business outcome. Comprehensive testing of e-commerce apps is critical.

So, what are the Steps of e-commerce testing?

Focus on the Interface and Usability

The interface is the first thing a user sees on the website. Based on their first experience with the user interface, a user will judge the whole application. Make sure there is a sitemap that will work as a table of contents. Move around the application to see if the information matches and if the interface is consistent across all pages.

Follow the Customer Journey From Start to End

Every user covers his or her own way before clicking Pay. To make this journey win-win, complete all the steps and check them for inconveniences or ambiguities.

Normally, the user’s journey across the e-commerce app will consist of the following stops:

  1. Registration (optional).

  2. Choosing.

  3. Purchase.

  4. Validation.

  5. Delivery.

  6. Use

  7. Complaint/feedback.

  8. Support.  

As a rule, testers are addressed to test the first four segments. Let’s touch upon every of them in details.


To cover as many scenarios as possible, we advise automating this step so as not to repeat the same tests multiple times.

Choosing Items

The searching algorithm is one of the most important. If it’s well developed, the user will be able to find the desired items, order them and probably come back to you.

  • Search based on product name, brand name, or its broader category (for example, electronics).

  • Check the search results relevancy.

  • Check the availability of different sort options. No cost filter? From the point of view of usability, it’s definitely a bug and should be reported to the customer’s team.

  • Also, make sure that the user can see all search results — not only those on the first page. At times, when the connection is slow, the website won’t download all other pages but for the first one. Is it the case? Report it.

  • While choosing an item, the user will definitely like to read the whole description of the product. The user has no desire to search for the product’s information on multiple pages. All information should be gathered on our screen. Check the product’s image, price, specifications, delivery options, and color options.


The process of purchase starts when a user adds an item to the shopping cart, which is an obligatory functionality of every e-commerce website and is the ultimate stage before the user will commit to the purchase.

  • Add the chosen item to the cart and keep on shopping.

  • If you add the same item, it should increase in quantity.

  • Remove all items from the cart.

  • Then proceed to check out.

  • Calculate shipping costs with the taxes.

  • If it’s applicable, coupons should also be calculated.

  • Don’t check out. Shut the website page down and come back later. Login. The cart should retain the same products in their amount.


  • Check all payment options.

  • If the website is integrated with third-party apps, check the quality of integration.

  • If it’s applicable, check that tax and Shipping costs are calculated properly.

  • If the user is signed up for some time, make sure the session is timed out and won’t feature the customer’s payment data. The threshold may be different for different websites, but generally, it isn’t longer than 10 minutes.  

  • Check that Emails/Text confirmation with the order number and total payment fee are generated.

By the way, these tests can also be automated to save QA efforts.

You must have previously discussed with the customer whether the website is aimed at being seen on the web only or on mobile devices, as well.

If the latter is the option, check how it is viewed and functional on mobile devices. At a minimum, test two major releases of the most popular browsers: Firefox, Internet Explorer, Safari, amd Chrome.

Here, it’s better to ask the customer for analytical data to check on the user’s devices.

What Other Tests Can the E-commerce App Undergo?

  1. Performance testing to make sure that the website will survive the increased amount of visitors, which is expected during the sales season. 

  2. Security testing to make sure that the checkout and user’s card payment data remains secure. The customers shouldn’t be seeing security warnings and abandoning in their browsers.

  3. Localization testing if the website is aimed at users from various locales.

  4. A/B testing to find out what features result in a better conversion.

  5. Accessibility testing to make sure users with disabilities can conveniently use the website.

No matter what type of testing you perform, think of users first and you’ll ensure a 100% user-friendly product of high quality.

I hope that this article was of help to you. Any comments? Go ahead and drop a comment below.  

ecommerce ,devops ,automation ,bottlenecks ,app development

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