Applause has announced the results of its European report “State of Digital Quality”. Of the 300,000 errors found, 68 percent stopped users from continuing to use a system. […]
The report makes it clear that digital quality promotes positive brand perception and has an impact on sales. Every error, every crash and every poor user experience reduces customer satisfaction. The results show that companies consider the detection of crashes (75 percent) and functional errors (61 percent) to be particularly important. For users, on the other hand, localization and access problems are particularly decisive. Poor and missing translations account for 67 percent of localization problems.
In the area of access and accessibility, it is especially screen readers (66 percent) that cause challenges. In comparison, keyboard navigation problems and insufficient color contrast are far ahead of the following sources of error, which together account for just about 20 percent of all access problems.
The State of Digital Quality Report examines the effects of digital quality blockages on companies and customer satisfaction and shows ways to improve. It is the industry’s most comprehensive examination of real test data to identify errors in digital applications. To produce this report, Applause analyzed a representative sample of test data.
This data set covered the period from January 1 to December 31, 2021, 159 countries, more than 70 industries, several test categories, more than 340,000 errors, 13,000 mobile devices, 1,000 individual desktops and 500 OS versions.
The digital assets tested included websites, apps, IoT devices, mobile web and mobile apps in real-world scenarios. Applause supplemented this data with information from their digital and testing experts, obtained by working with customers.
A lot of errors in the system
Applause’s testers reported over 300,000 errors during the acquisition period, 68 percent of which affected system functions. For example, users could not click on certain buttons or the desired function (“add to shopping cart”) did not work. This can be dangerous for companies. Because 36 percent of all users are willing to stop using an app after a one-time contact if it does not work properly. 63 Percent would even turn away from a brand altogether due to a poor customer experience.
After the functionality tests, localization tests make up another large part of the report. Here, high expectations must be met on the European and even more so on the German market. An external survey of more than 8,000 consumers in 29 countries found that 76 percent of online shoppers prefer to buy products with information in their native language, while 40 percent said they would never buy on websites in other languages.
This feeling is particularly pronounced in Germany, where more than half (57 percent) of consumers would only shop on websites in their local language. Conversely, this means that errors in the translation or missing information in the local language lead to discomfort for consumers.
“Done right, good localization offers companies enormous potential to open up new markets and grow. However, a poorly localized application can cost a company its reputation. As brands expand into new markets, it is crucial for the credibility of products that they reflect the local language and social norms.
Digital experiences that demonstrate cultural sensitivity and attention to local preferences enable brands to build trust and accelerate customer adoption. Especially in Europe, companies must therefore pay attention to good localization,“ says Jan Wolter, General Manager EU at Applause.
Detailed results and further information can be found in the published report.
*Bernhard Lauer is, among other things, a freelance editor of dotnetpro and manages the Basic Instinct section here, for example. He has been programming privately with Visual Basic since version 1.0.