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5 Omnichannel Testing Challenges and How To Overcome Them

By Caitlin Stanford

Caitlin Stanford

Caitlin Stanford - 18 August 2020

Providing a seamless customer experience across desktop, mobile, tablet and voice is a critical requirement of a customer-focused strategy.

In fact according to Aberdeen Investment, “companies with well-defined omnichannel customer experience management programs achieve a 91% higher year-over-year increase in customer retention rates when compared to organizations without omnichannel programs.”

So how can you implement a successful omnichannel program? First-things-first, it’s important to understand the current challenges businesses face when it comes to implementing omnichannel testing and how they can be overcome. This insight will form a key part of your overarching strategy.

In this blog post I will outline 5 of the omnichannel testing challenges faced by our customers and offer solutions on how you can overcome them.

Challenge 1: It takes a long time to test individual platforms.

Before diving into this challenge, it’s important I clarify the difference between multi-channel testing and omnichannel testing.

Multi-channel testing focuses on testing individual platforms to check that the website looks okay on multiple devices. It doesn’t allow for a completely seamless experience (which is what you’re after). Omnichannel testing on the other hand, is executed when the same application is tested across multiple devices to ensure a flawless end user experience.  

With multi-channel testing you would need to use specific tools to test different devices. Yet, the application under test is technically the same.

Your testing strategy needs to treat each device as the same to ensure a consistent experience across apps.

AI driven testing simplifies cross platform testing through intelligent OCR and image recognition, enabling you to use the same testing scripts for different devices. Adopting an AI testing platform will also accelerate the test cycle from weeks to just days.  

Challenge 2: Ensuring the same user experience across all devices.  

Customers often start their journey on one device but then complete a purchase on another. In the 2020s, simply having a website that works okay on multiple platforms isn’t enough. Your customers expect a completely seamless experience.

Your business as usual happy path tests don’t highlight the ‘What if’ scenarios. What if the user presses back half-way through making a payment, for example? There can be fundamental problems that are not highlighted through happy path tests. Unknowns like this are traditionally manually tested but can have significant brand and revenue impacts if they are missed. 

The solution: Eggplant's unique, patented, Fusion Engine can intelligently understand and control the user interface as a human would – ultimately simplifying the complexities of cross-device browser testing. This paired with AI driven testing will identify the non-linear customer journeys or shopping paths (in the case of retail) and ensure a seamless user experience across all devices.

Challenge 3: Testing the complex customer journeys.

If I place an order for an item of clothing on a mobile app and then login to my account via the desktop browser, I’d expect to see the order reflected there, right? This is a complex test to achieve, is traditionally manual and hugely time consuming. 

When testing complex customer journeys, we don’t want to test just a specific part of the application – we want to test the full end-to-end test journey. We can do this by modelling the journey and harnessing the Fusion Engine. Eggplant’s bug hunting engine uncovers and shines a light on critical barriers and failures to ensure rapid resolution.

Challenge 4: Testing Usability and Accessibility across all devices.

Accessibility testing is a critical part of software testing and ensures that everyone can effectively utilize your application.

This type of testing is usually a manual process, especially on IOS and Android devices, which have regular release cycles.

Eggplant has built in usability and accessibility tests which can test against user profiles, through the eyes of the user and to WCAG standards.

Challenge 5: High frequency release cycles.  

Regular release cycles have become the norm for most companies who try to continually deliver what their customers need.

Testing product or app updates must be fast and accurate, which often leads to trade-offs and forsaking quality.  

Eggplant’s Digital Automation Intelligence platform removes the need for traditional siloed systems, testing the full digital experience against business outcomes, enabling you to release faster and deliver higher quality software and applications.

What’s next?

Now that you know the 5 most common omnichannel testing challenges and how to solve them, you can better define your omnichannel customer experience management program.

Learn more about omnichannel testing in our latest eBook, ‘The Ultimate Guide to Omnichannel testing’.