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Building a Culture of Quality in eCommerce

Vineeta Srivastava • November 20, 2018

eCommerce has empowered shoppers to take shopping from the malls to the living room to the palm of their hands. It has also given them the power to analyze data and make smarter purchases through shopper reviews and access to influencers and information. The result is that today’s consumers are more informed than ever. Keeping their attention and loyalty is a matter of experience: offer them an engaging and convenient one, and they’ll keep coming back.


Building a “Culture of Quality”

Staying on top of the latest consumer expectations and trends isn’t easy, but the successful brands and solution providers are the ones that create a culture of quality.

So, what is this “culture of quality?”

Building a culture of quality is a lot more than just setting up a QA department. It starts from the bottom up: developing processes with a definitive set of rules that optimize and utilize the full effectiveness of an organization’s resources.

In eCommerce, quality can be measured by engagement. What – and why – do visitors interact with most? For example, most consumers prefer to scan for appealing visual content rather than read detailed descriptions. A culture of quality internalizes this knowledge and has processes in place to turn it into actionable insights and render an optimized experience.


Quality in eCommerce

There is a lot to an eCommerce experience. Copy, images, SEO, checkout flows, and more all are contributing factors in whether a shopper buys from you or not. How, then, does one ensure that all of these facets are optimized for quality when resources and time are extremely limited?

Process and planning.

We firmly believe that quality eCommerce experiences are a product of robust planning and testing. Taking the time up front to truly understand customer needs and organizational objectives pays massive dividends further down the road.

With this testing information at hand, organizations can then organize this information to build strategic roadmaps and strategically optimize their experience over time. A combination of well-planned manual and automated tests not only help uncover bugs early in development cycles but also enhances the efficiency of developers, account managers, PMs and the company as a whole. The less time they spend worrying about issues that could be solved with early planning and testing, the more time they have to drive proactive solutions to the latest in what their customers want.


Micro-effort. Macro-results.

Internally, the benefits of a culture of quality are obvious. These strengths are exponentially greater out in the marketplace.

A high-quality digital shopping experience is a massive boost for an organization’s visibility and credibility with its market. Today’s shoppers seek experiences, and if you can provide a differentiated, quality shopping trip, other shoppers will quickly find out.

These differentiated experiences often require more complex customizations and functionality, and this is where a culture of quality truly shines through. When quality is embedded in development cycles from Day 1, you’re already ahead of the game and are able to accomplish unique things that engage shoppers and drive profits.

It may seem tough at first, but taking the time to establish tight processes and develop a culture of quality can be a game-changer when it comes to developing next-level commerce experiences.

Vineeta Srivastava

About the author

Vineeta Srivastava

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