Definition
A Product Defect is a broken element of a website or app which causes friction. Find and fix defects to improve KPIs such as conversion, engagement and revenue.
Most businesses prioritise defects over enhancements because if a defect is fixed it is almost certain to improve performance. Whereas a Product Enhancement will only help if it is the right change.
The best way to find Product Defects is to use a tool like Clarity to analyse Session Replays.
Another highly effective method is Usability Testing, this will often reveal issues you never would have thought of, but it is more expensive than Session Replay analysis. Userlytics is a great tool if you want to run usability tests.
You can also test manually on different devices. Especially mobile devices with small screens.
Resources
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
