Living Daily Life in the Internet Means Bigger
and More Bugs, Making QA + Testing More Important Than Ever
Sauce Labs Inc., a leading provider of continuous testing and
software quality solutions to deliver digital confidence to
enterprises, today released its latest Every Experience Counts
report. Sauce Labs surveyed 500 people across the United States and
found that bad online experiences are negatively affecting the
public perception of companies, which ultimately contributes to a
company’s bottom line.
57% of respondents said that after 3-4 negative interactions
with a company’s website, software, or mobile app, they’d consider
switching to a competitor and 27% shared they wouldn’t tolerate
more than 1-2 negative interactions.
“This report shows the magnitude of consequences when a
customer’s digital experience goes awry,” said Marcus Merrell,
Principal Test Strategist at Sauce Labs. “Issues like
malfunctioning apps, security breaches, and an oversaturation of
ads and popups, will deteriorate brand loyalty and put your
financial health at risk. It’s not enough to handle these
reactively from a customer service perspective; companies need to
have a good offensive strategy.”
We’re Online More Than Ever Before, Making Bad Digital
Experiences Costlier for Brands
The report found that over half (55%) of respondents engage in
digital experiences 20+ times per month. Of those respondents, 45%
said things malfunction sometimes, often, or always – which, when
you can walk away from the internet, no problem. But in this
continuously growing digital age we’re living in, where finances,
bills, healthcare, transportation and other day-to-day activities
are managed online, that doesn’t quite cut it.
70% of respondents said poor digital experiences have a
moderate, serious, or extreme impact on their purchasing. For a
company doing millions or billions in sales, that’s a huge leak.
And that doesn’t even account for lost brand trust.
Financial Software Has the Fewest Bugs. Yet People’s
Open-Ended Responses Suggest That Those Bugs Are the Most
Painful.
Software bugs impact nearly 1 in 3 (29%) people’s finances, such
as banking, bills, and paying for products. Nearly 1 in 10 had
real-world non-financial consequences like someone not getting
rental assistance. Below are some representative samples of
responses (they have been lightly edited for grammar):
- “I booked and paid over $1500 for a rental, but then I never
got a confirmation. I called the rental agency who said I did not
have it booked … BUT THEY DID GET MY MONEY A MONTH EARLIER. They
said it was a computer problem. I will never use them again.”
- “The site had it as a popup product ad whenever I searched and
I somehow added it to my cart by accident and didn't notice it … I
did email the company and they said the order was already out, so I
couldn't cancel it.”
- “Inability to access a site during COVID to assist a friend
with applying for rental assistance.”
- “The site had a glitch every time I pressed to pay. Only it
wasn't a glitch. Instead of only purchasing one item, I bought
5!”
Security Is Important to Users, Especially Baby
Boomers
70% of respondents said security issues have a moderate to
extreme impact on their purchases. What’s worse, given that high
number, 28% of respondents said they are neither aware nor unaware
if the e-commerce websites, cloud software, or mobile application
they are navigating has a history of security breaches.
Consumer security concerns rise with age, with 32% of Gen Z and
54% of Baby Boomers saying unsafe digital experiences had a
significant or extreme impact on their purchase decisions.
Digital Experiences Are Taking Too Long, With Gen Z Being
Most Affected
54% of respondents said they are interrupted by ads or popups 3+
times per experience.
Gen Z is the most irked with digital experiences taking too
long, with 82% of them thinking a site or app takes way too many
steps. This is underscored by the fact that Gen Z is also the most
interrupted generation, with an average of 4.2 ads or pop ups per
experience.
A helpful piece of advice: 71% of respondents said getting a
freebie would convince them to interact with an ad or popup and
most said they’d like a free item or free shipping.
Bugs Affect the Bottom Line
When bugs, hacks, and inconsistent experiences are this common
(42% of the time) and this expensive (3-4 strikes and people
churn), they are a multi-million dollar revenue sucker punch.
"If you’re sitting in the C-suite, it's crucial to recognize
that even the smallest defects can have massive real-world effects
on customers, and thus your bottom line,” said Dave Rhodes, CEO of
Sauce Labs. “Quality assurance and testing are essential to ensure
that customers have safe, efficient, and successful experiences on
your organization's digital platforms. By investing in these teams,
companies can foster happy, loyal customers and have peace of mind
knowing they are mitigating potential scandals and churn, and
keeping their business going."
Yesterday’s error rates are no longer acceptable. To those users
and your business, every single experience counts.
Please visit here to review the full report and detailed
findings.
About Sauce Labs
Sauce Labs is the leading platform for test. Over 100,000 users
depend on Sauce Labs to help them quickly deliver the highest
quality software experiences. With over a decade of expertise and
deep roots in the Selenium and Appium open source communities,
Sauce Labs helps teams test on thousands of different devices,
browsers, and operating systems—anywhere, any time, and at any
scale. For more information, please visit saucelabs.com.
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