A/B testing is a way of comparing two versions of the same e-shop to see which produces better results. With A/B testing, two different versions of a page are shown to two similar sets of visitors at the same time. Eventually, the version that performs more effectively and produces a larger amount of sales (or performs better in other metrics) is declared the winner and put to real-world use.
In other words, it’s a way to let your e-shop visitors decide what can positively influence their decision making and improve your sales.
Common metrics track with A/B tests on websites are things like sales, conversion rate, bounce rate, and CTR (click-through rate).
What can be tested with A/B testing? Actually, everything. Here are some examples that you can try right away:
Checkout page workflow
How is your cart abandonment rate? If it can be improved, why not try and test how your checkout page workflow affects that?
Although of you might be used to having 5-page checkouts, that itself is not a valid argument to keep your checkout process this way.
Test out 1-page checkout and see how that affects your cart abandonment rate.
You must use media in your homepage. The question is – should it be slider, carousel, static image or a video? How can you be sure what attracts your customer’s attention most and keeps them scrolling through your shop?
If you also have text headings on your website, test the copy, its size or try removing it altogether.
Bounce rate metric would fit ideally here.
Call to Action or CTA buttons
Ideally, these buttons should help you drive your sales and conversions, therefore the right button design is critical. A/B test to find the right fit for your website.
Color – Decide what feeling you want to portray with your CTA, then try different colors to see if they are better converters.
Size – your CTA must be clearly visible, but not distracting. This might differ depending the overall page design.
Copy – What works for discount retailers may not convert shoppers on luxury boutiques, so be sure it carries the right tone of voice to target your customer profile.
These are just some quick examples, but you can and you should A/B test everything that affects your most important business metrics. Other elements to test can include:
There is much more to A/B testing than this, however, we hope this introducing will get you going in the beginning. If you need any consulting on A/B testing or other digital marketing approaches to boost your business, be sure to contact [email protected] or fill out a form in our contact page.
Subscribe monthly news and insights about e-commerce