Have you ever thought about what happens when a user tries to do something on your website, but gets an error?
If you sell directly from your website, errors may cause your visitor to abandon their shopping cart altogether and purchase from somewhere else.
Errors in form submissions may prevent leads from reaching your inbox, and users may be unlikely to try again.
Errors early in the sales process may kill the sale altogether. Alternatively, some errors such as requesting a correction to an incorrect credit card number may get fixed by the user and will not negatively impact the sale most of the time. There is still a chance that the transaction will be abandoned however if your website is set up in such a way that the user has to type all the fields in again or the error makes the user experience cumbersome.
Different errors will have different rates of abandonment depending on how severe they are and whether the user can fix it themselves.
Did you know that in many cases we can capture error messages in Google Analytics?
Hopefully you don’t have many errors on your website, but if you do, seeing their impact in revenue terms might give you the impetus to get them fixed!
Take care and have a great day.