Analysing the web performance
Atea used the Deep Vision Surveillance module to measure, how Atea’s online store was performing. Even though the response time on the different Nordic domains was good, there were some peaks in the response time, that needed to be investigated. By analysing the online performance on multiple processes in the webshops, Deep Vision identified that the web performance was slower on some pages within some specific time slots. Mainly the performance issues impacted customers on product pages and checkout, which in some cases led to a 3-8 second delay in page rendering time. Since Deep Vision identified that a lower page performance impacted the revenue negative, Atea is now focusing on optimising the web performance, and thereby improving the online customer experience.
Analysing the checkout flow
Solteq performed a Deep Vision analysis across all Atea’s domains and identified an error in the checkout. As checkout is a mature step in the order flow, it had a direct impact on the revenue and the conversion rates. The online form used for filling Shipping/Billing information contains mandatory information, which Atea’s customers must fill in before moving forward to checkout. With the help of Deep Vision, a total of 383 sessions in which the users did not understand what mandatory fields they had to fill out, were identified within 1 week. Even though 383 session per week is a small amount of sessions, it had a big impact on the online revenue, since customers was unable to buy. This caused frustration among the customers who had to review the information entered and repeat the second step during checkout. As a conclusion, Deep Vision proved that the faults in the check out flow heavily affected the revenue – Atea was losing around 0,5 Meur every month as a result of this issue. Now Atea has modified the checkout mandatory field in the check out flow, which have led to a more user-friendly buying process and thereby a better online customer experience.