How to Test Your Customer Contact Points

Very few ecommerce owners test their customer contact points regularly. The problem is, these often age over time, so customers can't get in touch or receive wrong or outdated information. This simple checklist ensures customers always have a great experience.

It’s surprising how few ecommerce owners test their customer contact points regularly. In fact, I'd say probably 99% never run these checks, often assuming that if something worked once, it’ll always work. Unfortunately, that’s rarely the case. Small glitches can crop up over time - emails getting trapped in spam, contact forms suddenly breaking, or old email addresses failing to forward. These issues may seem minor, but each one can cost you potential sales and erode customer trust.

If you want to set yourself apart, join the 1% who are proactive and committed to providing a seamless customer experience.

Step One: Create a Thorough Checklist

Start by making a comprehensive list of all the key customer touchpoints that need testing. Don’t rely on memory, write it down as a repeatable checklist:

Check Email Spam Folders: Ensure emails and replies to marketing emails from customers aren’t being flagged as spam. If they’re landing in spam, consider whitelisting sender addresses or identify other reasons why this might be happening.
Test Contact Forms: Fill out your own website’s contact forms as if you’re a potential customer. Do you receive an automated response? Are messages reaching your support inbox?
Check Auto-Replies on Social Channels: Test your Facebook Messenger, WhatsApp, or other messaging platforms. Ensure customers get a prompt, helpful reply that makes sense, even if it’s an automated message.
Add to Cart and Checkout Tests: Go through the buying process yourself. Add items to your basket, apply discount codes, and complete the purchase. Look for errors, unexpected charges, or confusing messaging. Conduct these tests on both desktop and mobile devices.
Test Signup Forms: Sign up for your own newsletter or waitlist and see if you’re added to the correct segment in your email list. Did you receive a welcome email or any promised incentive like discount codes?
Check Automated Emails: Abandoned cart reminders, order confirmations, shipping updates. Are they being sent correctly and on time? Ensure these automated messages are accurate, personalised, and free of errors.
Verify Discount Codes: Promo codes can entice buyers, but only if they work properly. Test each one to confirm it applies the right discount and doesn’t expire prematurely.
Test All Phone Numbers: If you provide a phone support line, call it. Does it connect to the right department? Is the voicemail message professional and up to date?
Check Old Email Forwards: Over time, staff changes can leave old email addresses lurking in your contact options. Confirm that emails to these addresses still reach someone or forward correctly.
Review the Checkout Thank You Page: After the purchase, does the thank you page display the correct messaging, delivery estimates, and any next steps?
Review Order Confirmation Emails: Make sure customers know what to expect. Are dispatch times accurate? Is the delivery window correctly stated?

Step Two: Assign Responsibility

It’s not enough to have a checklist. Put someone in charge of running these tests regularly, at least monthly. When one person is accountable, the checks are more likely to happen, and issues are spotted before they snowball.

Step Three: Follow Through and Repeat

By regularly running this checklist, you’ll catch problems early, maintain trust, and smooth out the customer journey. It’s a small step that sets you apart from the competition. Join the 1% who test, tweak, and perfect every contact point. Your customers, and your bottom line, will thank you.