5 Areas Every e-Commerce Business Should Monitor Using Log Data
Log Management Tips from the Chief Architect and Development Manager at Speedway Motors
March 10, 2015
Aaron Remaklus
Share this

If you're responsible for an e-commerce website, I guarantee you've been asked about, told about, or wondered about what kind of information and events you should be logging. Important things are happening all the time, and you need to know what's going on. Right? Are they bad things, good things, or “nobody cares” things?

So what do you do? Log all the things! Right?! If you've ever found yourself awake at 3:00am wondering why you decided to become a software engineer instead of [insert any job that lets you sleep during the night here], chances are it's because you decided to log everything. Having said that, guess who has two thumbs and logs all the things? This guy.

You need to focus. It’s okay to log all the things, but you need to focus your attention on the stuff that matters the most, and a simple tool for aggregating IIS logs isn’t enough. A scalable and easy-to-use service that will alert you and provide an interface for surfacing the events that matter the most is critical to ensuring a constant revenue stream and the best possible experience for your customers. Yes, there are lots of components and potential events that really matter when it comes to developing or hosting an e-commerce website. So where should you start? I’m going to break this down into the top five areas that should be the initial focus of your logging efforts. You should not only log these types of events but also put an alerting system in place so you’re aware about things that require your immediate attention.

1. Checkout

We’ll go with the lowest hanging fruit first. If you’re an e-commerce website, your job is to convert customers. Conversion means pushing your customers through the checkout funnel and completing an order. All checkout errors should be logged, and you should instantly be alerted if any part of the checkout process fails.

This seems obvious, but it’s important you focus on each minute piece of the process including:

■ Address data collection

■ Inventory availability checks

■ Payment processing (Even if you use a third-party service, you need to log any events in addition to protecting yourself from service failures – more on this later.)

■ Authentication and authorization logic

■ Shipping estimation

■ Tax calculation

... and the list goes on. Not all checkout failures will prevent your user from physically completing the checkout process if you’re doing it right, but many of them decrease the probability that your customer will complete their order. Any squeak in the cog of the checkout process can result in revenue loss.

2. Add-to-cart

You can’t place an order if you can’t add products to your shopping cart or bag. This is a huge duh(!), but there are cases where shopping cart issues are intermittent and aren't completely preventing people from adding products to their carts. The bigger danger lies in these occasional or even moderately frequent product adds that fail without your knowledge because orders continue to flow through your website. Causes might include bad inventory availability checks, bad data, or an intermittent bug that’s difficult to reproduce. Protect yourself by logging all add-to-cart failures when they occur, send out an alert, and investigate the problem ASAP. Honorable mention goes out here to logging Wish List and Favorites errors as well. These features are about customer experience, but they’re also proven winners when it comes to converting customers.

3. Online Catalog/Product Page

Your customers can’t add items to their shopping cart if they can’t find your products. Similar to adding to their shopping carts, the danger here is the intermittent problem that doesn’t always rear its head in an obvious manner. The larger your online catalog, the greater the chance you’re going to miss errors with specific product lines, markets, or other logical groups of products. Bad data is a likely suspect here, especially if you’re dealing with very old data and/or integration with legacy software that has forced you to compromise a bit on data storage constraints. In addition to product and category pages themselves, consider logging issues with suggested, related, and recently viewed products. You’re missing out on impressions and potential revenue if any of these processes fail.

4. Email Signup

Any marketing director worth their salt will stress the importance of collecting email addresses at every opportunity. Sometimes an email address is the only thing you know about a potential customer, and sometimes it’s all you need to turn a shopper into a buyer. Any break in this process should be identified and fixed immediately. If your website gets a lot of traffic, it doesn’t take much to lose out on collecting a significant number of email addresses and a significant amount of potential future revenue. The trick here is that much of your business logic for presenting email signup to customers may exist client-side. Don’t forget to catch and log those exceptions as well as server-side issues.

5. Login & Registration

Well, you want to get to know your customers much better, right? Of course you do! All the better to turn wonderful customers into wonderful repeat customers by providing additional features and more relevant content. Failures here can lead to frustration and exits from your website as well as a degradation in your ability to provide a more personalized experience. Pay attention to your authentication and authorization logic as a whole, meaning you need to go beyond evaluating simple form data submission and validation issues. Social media login errors, out-of-sync authentication and authorization cookies, and errors generated by any additional authentication checks should be logged.

I’ll wrap this up with a short discussion about third-party services. They’re not specifically called out in my top five areas listed above, but they can definitely impact the performance and user experience of your website. There’s a good chance you’re using at least one or more third-party services as a solution for different business problems your company needs solved, and it’s likely these third-party services are an integral component of critical website features. Whether you're using a third-party service for calculating shipping, sending emails, or finding and displaying the cutest cat GIF of the day, the success of your site is depending on something that’s outside your control.

Protect yourself from these services. You should know their unscheduled "maintenance" periods better than they do. Chances are you're in the position to decide which third-party services your company uses or you have significant influence over that decision. Either way, be informed as to how they perform and have data to illustrate where their services are falling short. Are they reliable and worth the eleventy billion dollars they cost, or should your company be looking elsewhere for that cute animated kitty GIF service? It’s likely you’re already protecting yourself from failures here with some fallback business logic, but make sure you’re logging and alerting yourself when exceptions occur. They can have a serious impact on your customer’s experience and could prevent shoppers from becoming future buyers. That’s especially true if these services play in the five areas I describe above (e.g. shipping, tax, payment, personalization, etc.)

And my last parting thought: The same considerations regarding third-party services apply when your e-commerce platform becomes more of a distributed solution where those distributed services and applications are your own. You will almost certainly have other performance monitoring and metrics in place for your own services, but you still need to log, aggregate, alert, and protect yourself from yourself!

ABOUT Aaron Remaklus

Aaron Remaklus is Chief Architect and Development Manager for Speedway Motors, Inc. He leads agile development teams building high availability, extensible e-commerce platforms. A Nebraska Wesleyan alumnus, Remaklus taps into a diverse background in business, marketing, training, and software development in tackling large-scale problems.

Share this

The Latest

April 28, 2017

Today 96 percent of organizations have Digital Transformation initiatives on their roadmap and more than half of those initiatives are in process now. However, there is a major disconnect between user expectations and what IT can deliver, and it is hindering innovation, according to a new survey by Veeam ...

April 27, 2017

According to the tenth annual State of the Network study from Viavi, nearly 90 percent of respondents say they are involved in troubleshooting security-related issues, with 80 percent reporting the time consumed by these issues has increased in the past year ...

April 25, 2017

While the idea of shifting toward digital business was speculative for most CEOs a few years ago, it has become a reality for many in 2017. 47 percent of CEOs are being challenged by the board of directors to make progress in digital business, and 56 percent said that their digital improvements have already improved profits ...

April 24, 2017

The Internet of Things (IoT) is increasingly present in our daily lives, at work, in the home and in the public sphere, making the world a more connected place. In fact, 2020 will see at least 20 billion connected devices across the globe. So, let's take a look at the most common iterations of the IoT at the moment, and what we can expect to see in the IoT landscape over the next 5 years ...

April 21, 2017

In the spirit of Earth Day, which is Saturday, April 22, we recently asked IT professionals for the tips and tricks they're using to help keep their data centers as green as possible. Here are a few ideas inspired by the responses we got ...

April 20, 2017

Almost One-Third (28 percent) of IT workers surveyed fear that cloud adoption is putting their job at risk, according to a survey conducted by ScienceLogic ...

April 19, 2017

A majority of senior IT leaders and decision-making managers of large companies surveyed around the world indicate their organizations have yet to fully embrace the aspects of IT Transformation needed to remain competitive, according to a new study conducted by Enterprise Strategy Group (ESG) ...

April 18, 2017

The move to cloud-based solutions like Office 365, Google Apps and others is one of the biggest fundamental changes IT professionals will undertake in the history of computing. The cost savings and productivity enhancements available to organizations are huge. But these savings and benefits can't be reaped without careful planning, network assessment, change management and continuous monitoring. Read on for things that you shouldn't do with your network in preparation for a move to one of these cloud providers ...

April 17, 2017

One of the most ubiquitous words in the development and DevOps vocabularies is "Agile." It is that shining, valued, and sometimes elusive goal that all enterprises strive for. But how do you get there? How does your organization become truly Agile? With these questions in mind, DEVOPSdigest asked experts across the industry — including analysts, consultants and vendors — for their opinions on the best way for a development or DevOps team to become more Agile ...

April 12, 2017

Is composable infrastructure the right choice for your IT environment? The following are 5 key questions that can help you begin to explore the capabilities of composable infrastructure and its applicability within your own IT environment ...