No matter how much testing is done on an ecommerce site prior to launch, there are bound to be bugs that frustrate buyers and cause them to abandon their shopping cart.
Brewery supplier Yakima Chief Hops Inc., a grower-owned network of family hops farms, found a better way to analyze what makes brewery customers on YakimaChief.com click to buy something or simply leave to shop elsewhere. Its new technique came at a crucial time a few years ago, after it had launched a new B2B ecommerce site to quickly grow online sales.
“We were pushing to grow our ecommerce footprint so fast that we didn’t have the time to do extensive testing on all our apps and integrations, or for staff to specialize in full-time user research, and we needed a way to quickly find and fix bugs that cropped up after launch,” says Jordan Gottlieb, director software engineering for Yakima Chief.
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