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Why eCommerce Needs Third Party Tech Governance

October 29, 2015 – Evidon Team

Monitor & manage 3rd party technologies that can add tags to your website which can hinder performance, ruin UX & leak important user data to competitors!

Why eCommerce Needs Third Party Tech Governance

As the head of eCommerce, your ultimate goal is to make sure shoppers glide through the buying process as quickly and as smoothly as they do at their local boutique in the real world. Nothing should bog down the online cart process or raise red flags in the customer’s mind as they enter their credit card or payment information and check out.

The process of maintaining customer buying satisfaction would be simple, if not for the fact that your company’s website isn’t totally in your control. The WebOps team is responsible for managing your site functionality while marketing is responsible for adding new content and gathering intel on prospects and visitors interacting on the site. Marketing in particular is constantly adding new vendor technologies such as social media sharing tools, recommendation engines, and site analytics, to keep on top of customer trends and prospect preferences. 

These third party technologies have added tags to the website that have the power to slow down your website, secretly collect private customer information and even allow other companies to steal your competitive customer information. 

Hidden Tags Can Cripple Websites

Most likely, you don’t know how many of these tags there are and how they are interacting with your site. Or worse, how some are compromising your site and driving away your shoppers. Here are some of the ways tags can hurt your site:

·  Become a single point of failure: When third-party tags perform poorly, the entire site and user experience is compromised.

·  Slow your website: When third-party tags load asynchronously, they can be prevented from negatively impacting site performance. However, asynchronous loading can also stop pages from loading critical scripts.

·  Open the door for hackers: Even a well-secured site can become vulnerable to hackers and attacks when third parties insert their non-secure code.

In a competitive environment where 40% of people abandon a website that takes more than 3 seconds to load, and a 1-second page delay could cost your company $2.5 million in lost sales a year, according to Kissmetrics, you can’t afford to let tags run amok on your site.

How to tame the Chaos: Digital Governance

You need a good way to analyze and control the tags, and you need to do this as a member of a team that includes WebOps and Marketing, who also have a stake in making sure the website runs smoothly. You need a good digital governance plan that spells out the rules and regulations surrounding your company’s data, ensures that it’s managed correctly and is only accessible by required parties. 

Before you can create a data governance plan, you need to see all tag performance issues at a glance on a single screen. This allows you to quickly see all third party technologies on your site – even those that are hidden – and understand who is responsible for them. Armed with this information, your team can tap the insights that third party technologies provide while still keeping your site safe and customers swiftly moving through the checkout line.