Third-party applications and add-ons can enhance an e-commerce platform. Examples include exit pop-ups, customer reviews, product recommendations, and marketing automation. Some add-ons, such as heat maps, provide data about site visitors while others, such as live chat, improve customer support.
But third-party add-ons can create more problems than benefits. I will tackle it in this post.
Risks of add-ons
If not properly integrated or managed, add-ons can slow down a site. Slow pages entice visitors to leave. And slow pages are now a factor in Google ranking: the slower the page, the lower the organic ranking.
Additionally, add-ons that don’t sync well with a platform can create a rambling look and feel. For example, product recommendations that appear different from native customer reviews can confuse visitors.
Collecting data through an add-on can also create a malfunction. Exit pop-ups can prompt users to enter their email address if, for example, a previous marketing automation form has already collected it. The result is a frustrating experience for buyers.
Slow page loads can impact organic search rankings. Tools for monitoring page speed include WebPageTest by Catchpoint, pictured above, and Google’s PageSpeed ââInsights.
Avoid problems
Certainly, third-party apps can add useful features at low cost. Follow these steps to avoid problems.
- Criticize the supplier. Get to know the add-on provider. Does it have positive reviews? What about product support? Remember to send a test request before committing.
- Monitor performance before and after installation. Analyze the impact on site speed (via Web page test and that of Google Preview page speed) and user experience. Ideally, the add-on didn’t impact page speed, but it did improve the experience. If not, consider reassessing.
- Look at the actual results. Did the metrics improve as you expected? Conversions, average order value, inquiries – all are key and potential data points.
- Review your accommodation. Look for a hosting service (or SaaS provider) focused on performance and load times. Ask your supplier how they can help you improve your measurements.
Also, don’t forget to remove unused add-ons. Don’t leave old scripts in your code. Also, create a process for periodically reviewing installed add-ons to make sure they deliver the benefits you expect.
Beyond add-ons
Many variables (design, images, videos) can affect the performance of the site. But, in my experience, add-ons are a common culprit. Often homeowners install them without considering the inconveniences. Recognize that every add-on can slow down a site or hurt the user experience. Consistent assessment, maintenance and measurement are essential.