Bugs on Your Website – Don’t Allow Them to Negatively Impact Your Business

A website is a calling card of your company. It promotes the services you offer 24/7 and therefore becomes the best way of inviting your audience to the world of your brand. The thing is that you not only need to have the website in itself, but you also need to create it in an appropriate way. Ignoring some crucial tips during the process may result in losses. What tips exactly? Find out below.

Creating a website is a continuous process

Now you are probably thinking “but how is it so?”. You’d paid for a website, carried out the whole process, somebody coded it and it works. It is yours and you don’t have to do anything to it aside… aside from the changes that happen as you update, redesign or rebrand. All these things facilitate the continuous process of creating a website. When you start and want to move forwards, please do not leave your brand’s website behind.

People accessing your website experience it as a reflection of your business. If the website doesn’t look professionally, isn’t cohesive and doesn’t contain all necessary information, this will be a part of what your audience sees. The products and services you offer won’t be the only things that get to them. If your website is intuitive and well-prepared, they will feel that you care, and this subconscious influence is reflected in a day-to-day human interaction, especially from the perspective of feelings of trust or safety. If the website is not up-to-date or malfunctions, this reflection of your business will leave a mark on the experience your audience will get. The website neglected, the losses reflected.

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Sales loss

Let’s say that you know how to make a great pizza. You open up a small pizzeria and people from your neighborhood gradually start to visit you. The news travels fast and more and more people from other parts of town are coming. You grow and start to invest. Beside being able to deliver everywhere in your city, you’ve now opened new pizza places. You also grow online. You’ve invested into a WordPress site that your customers use while ordering. All is well for quite a while, until one day during the lunch hour, your website starts rendering a blank white screen instead of the menu that used to be there. You are notified by a failed customer-to-be that wasn’t able to place an order. After a while, more customers call. The mess becomes larger and larger and gradually starts to influence your otherwise well-managed system. After 2 hours it becomes apparent that you have become a victim of a rather popular error called the wordpress white screen of death.

You are able to fix the error within the next hour. The lunch order tornado is now long gone. You go back to the normal way of handling things and check how much orders were lost during the most important period of the day. The answer is, the half of them. You think that you needn’t worry and that you should be able to make up for these orders in the upcoming days. But what will you do if your website generates more than a dozen different errors each month, caused by adding new functionalities, changes or lack of updates? It’s really a question of time for the problem to come back to you, much more severe. You’ve already lost couple of hundred dollars once. Can you handle more damage?

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Marketing loss

Nothing irritates more than knowing that you’re doing your marketing job very well, but all goes down the drain thanks to such mistakes. You had good intentions in the end, haven’t you? You invested in WordPress since it is a platform that handles more than 30% of all internet websites in the world. You made sure that your project was handled professionally, has all necessary plugins and extensions, all content is properly inputted and accompanied with beautiful visuals. Your client has now access to all information he needs, just by accessing one website. What is more, you do whatever you can to make them reach this information. You are responsible for the whole promotion and marketing thing, aren’t you? Because of the WordPress error, now all eyes of your colleagues are turned your way. Your boss has already counted the losses, your employees were finally able to relax after the whole workload was broken and all angry customers have already been talked to. Everyone wonders what happened. You paid for the error correction, didn’t you? All is now working as intended, but the question about the sense and purpose of all marketing spending recurs to you again. Why bother if your customers will be exposed to these mistakes? The errors that your clients, more than anyone else, will be able to see? You realize at this moment that you need to better approach the management of your website and audit it regularly in order to avoid – as much as is possible – such mishaps in the future.

Image loss

The thing has cooled down and you start to check how much this small crisis influenced the opinions people have of your business. Someone left a one star out of five rank on your Facebook. In the comment section of this post, people ask and complain about what happened. But that is just the tip of an iceberg. A stroke of bad luck hit you since an influential food blogger tried to make an order on that feral day and now, using a separate post, he crossed you out of his recommended list. What is even worse, he came up with a theory that if you can’t even manage your on-line presence, what’s going on in your pizzerias it must be so much worse. This news left a mark on your brand’s good name, also because it launched a landslide of negative comments and ranks of your company. Your brand’s image took a severe hit and realised that because of this one silly mistake, you’ll have to work really hard to gain your online opinions back to where they were to start with. Do you think this is an exaggeration? Wait for the first time this really happens to you. 😉

Client loss

After the incident you realised that few of the people that used to visit you regularly do not order from you anymore. You meet one of these people by accident in the mall and decide to ask them if the error that’s been bothering you is the cause for that. During a short talk, you learn that your ex-customer has switched jobs recently and wanted to impress his new colleagues by ordering pizza for everyone. He gathered all orders, but because of your website error he was unable to make an order there and tried calling your premises for the following 30 minutes. When he finally reached your employees, he was told that he would need to wait more than one and a half hour before delivery. He agreed to this and received cold pizzas 2 and a half hour later. His attempt at impressing the crowd now became and inside joke, a silly story that will keep people busy gossiping for a while. He doesn’t really like pizza anymore.

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You lose because you are not careful

The last year report prepared by tricentis.com indicates how much lost revenue is caused by software errors. 1.7 billion dollars is quite a number. What’s more, it increases each year (for instance, by 1.1 million dollars in the 2016 only, year by year). In 2017, the emergencies in 314 companies impacted the total of 3.6 billions of people and caused a halt in productivity worth 268 years of work.

Most of the errors were caused by the lack of appropriate updates and outdated security solutions.

Errors in apps or websites won’t magically disappear by themselves. If you don’t fix them, they are prone to influence the end users and in effect cause you to not only lose part of your revenue, but part of your client base as well. You need to know that once fixed, they will come back. Web based solutions just include that severe and always-present risk. The art here is to be able to appropriately prevent these mishaps from happening. You need to realize at the start that no piece of software is ever ideal and certainly has some mistakes hidden within it. There is really nothing that can be done in order to change it. Fixing all bugs that are already present is a passive work. It doesn’t include building the traits of the product and its development, but nonetheless takes a lot of time. The errors become gradually more and more costly, since they go through the whole process of your website’s development and generate many problems aside from the site itself. This means that the sooner you attempt to prevent them, the better for you and your brand. This goal demands you to change your way of thinking, because the real cost generated by the website errors is really hard to measure. Nevertheless, getting rid of all visible errors is the first step to limiting the negative impact they have on your company. It’s best for you to concentrate on the problems that cause the revenue, client and reputation losses. It’s really good that now you have a functioning website, but it doesn’t mean that you can cross this item out of your to-do list. While being aware of the details, you’re bound to avoid problems that could have severe consequences for your business.

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Andrzej has more than 9 years of experience in a marketing communication but specializes in brand awareness activities like Public Relations, content marketing, and social media. He shares his expertise with enthusiasm by giving classes at the SWPS University (a media creation field), performing at various conferences, and writing articles for marketing media. In his free time, he enjoys hip-hop, basketball, and longboard trips.

See other articles of Andrzej Gruszka