CX Strategic Knowledge · Quality & Research
Cost of ignoring basic testing
Most CX mysteries are untested basics. Broken payment pages bleed six figures a month.
Basic device and flow testing gets skipped, and the cost lands as revenue loss nobody attributes correctly. Companies have lost hundreds of thousands per month to broken payment pages, booking flows, and unreachable add-to-cart buttons. Nobody tested.
Teams chase complex explanations for falling conversion when the answer is often mundane: something is broken and nobody checked. These are not edge cases. They are core purchase flows failing on real devices while the business keeps spending on acquisition.
- Meal company: payment page issue cost hundreds of thousands per month
- Travel site: broken booking flow cost 800,000 pounds per month
- Ticketing site: 900,000 pounds lost per month
- Jewelry site: users could not scroll, add-to-cart unreachable, 1.2 million pounds per month wasted on ads
The pattern is the same every time. Money flows into ads while the flow those ads feed is broken. Before commissioning research into why customers leave, verify the basics work. Most CX mysteries are basic usability failures.
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