As we ring in the new year, we’re also welcoming our first new product of 2020 – one that is a must for any eCommerce store owner.
First, a little back-story. A few weeks ago during one of our weekly meetings, I got an urgent text message from one of our clients saying their shopping cart wasn’t loading.
Sure enough, it wasn’t. However, other store’s carts on the same platform were functioning normally. We paused our meeting and began to dig into the root cause of the issue.
We discovered that there were several scripts being called at the checkout from analytics to email to conversion tracking and everything in between. While digging through them all we found two from defunct comparison shopping engines and one from a developer who went out of business and finally turned off the server that the script was communicating with.
The cart itself was hanging up while trying to establish communication with that server resulting in significant lag time before the cart would load. Eventually, it would load, but at that point, customers would have abandoned rather than sit and wait.
Store owners who have been around for a while probably have many of these scripts that at any time can cause problems as this client experienced. It’s important to know what scripts are on your site, whether they are secure or not, whether you have the current version, and also make sure you remove scripts that are no longer needed.
Most store owners either don’t keep up with that or don’t know how to do it, which is why we’re introducing ScriptCheck a necessary check-up for every eCommerce store.
One of the more common issues store owners face are script errors, page time-outs, or lags during checkout. Most of the time these problems don’t have anything to do with the platform the site is running on, but are directly the result of long-forgotten code and script.
3rd parties that provide analytics, logistics, and conversion tracking require site owners to place tracking code in multiple areas of a website. This code is a two-way data stream that at times can cause pages to load slowly or not at all.
The most common is a delay in page loads is due to latency on a 3rd party’s server that prevents data from being transmitted back and forth. Usually, this doesn’t create major issues for store owners as this type of hiccup is usually corrected quickly.
A more serious issue arises with old code from 3rd party providers who are no longer in business, have changed URLs, provided updated code that was never implemented, or a service that was once offered but no longer is available. In these cases, store owners should have removed or replaced outdated code, but many do not.
Old, non-functioning scripts can cause pages to load slowly or not at all, errors to display, and the checkout process to fail. All these can lead to lost sales, store owners wondering what’s wrong, and time wasted in troubleshooting.
Another issue that can potentially be a threat from old script is data theft. A store owner who years ago installed tracking code from XYZ company that collected customer data from the checkout neglected to remove it a few years ago when XYZ when out of business. The domain that XYZ used for their data transfer could be taken over by someone with malicious intent who can use that data collection point to steal customer data unknown to the site owner.
The Your Store Wizards ScriptCheck service will:
- Analyze 3rd party scripts on your homepage, a sampling of section and item pages, and checkout pages.
- Delete old, outdated, non-functioning scripts from providers no longer offering service.
- Check existing scripts from valid 3rd parties to ensure the most up-to-date versions are installed. *
- Ensure all valid scripts are using secure data transfer methods.
- Provide a report detailing which scripts were removed as well as any scripts which require an update from the 3rd party. **
* As part of the ScriptCheck service, we will check for the most common version of 3rd party scripts from Google, Yahoo, and Microsoft. If updated versions of these common scripts are available, they will be installed. Scripts from other 3rd parties where we cannot verify the version will not be checked but will be included in our analysis report.
** For an additional hourly rate, 3rd party scripts provided to us by the client can be installed if a newer version is available following our analysis.
There is a one-time service fee of $149 for us to perform the service and provide you with the analysis report. To purchase ScriptCheck, please click here.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and is part of the Cast that makes happiness at the “Most Magical Place on Earth.” Scott lives in Delray Beach and Orlando, FL.