A/B Testing Strategies In EcommerceBy Paul Wynter oct 25th ,2020
Your e-commerce store might have been running fairly by fetching you a decent amount of revenue every year. But only revenue will not help you sustain in the long run, and thus, you need to look at some other metrics like conversion rate and cart abandonment rate. For instance, what if you find an alarming number of cart abandonment issues every day? Or, what can you do to ensure that you get ROI for advertisement expenses? To resolve these issues, you will have to evaluate the variables you have implemented in your marketing strategy by using a method called A/B testing.
What is A/B testing?
Also known as split testing, this method displays a version of your website to 50% of your users. At the same time, the rest, 50%, are exposed to another version of your webpage. These testing results are based on comparing the success rates achieved by your web page's different versions. In other words, the A/B testing will tell you which of web design or content has achieved higher success rates among your users.
What are the effective A/B testing strategies you must implement?
Let's discuss some of the essential strategies regarding A/B testing which you need to implement in all the marketing channels:
Call-to action button
Having a CTA option on your web page with just a message or contact number will not help you much. Thus, you need to focus on the intricate details, like your CTA button's shape, color, and size. Also, pay attention to the quality of the content of the options to compel your users. For starters, you can ask your webpage designer to formulate two designs for CTA and then conduct the A/B testing to check the effectiveness of both.
If you end up putting in too many features and buttons on your webpage, users might run away from your site! As we don't want that to happen, you must ensure that your webpage is user-friendly and accessed by a larger population size. Check the overall layout of your website, including the navigation and buttons, as they have the potential to drive sales. Another essential element is your payment gateway page, and if you mess it up here, the cart abandonment rate will climb up the scale.
We all know visuals play an essential role in influencing our buying decision, so don't skip this part. If your website visitors cannot relate to your product images, they might think that the product will not fulfill their needs! So, try to shoot high-quality pictures in relevant backgrounds without editing the photos vigorously. You can conduct split testing and put user-generated images in one version and branded images in another version to see which one leads to more conversions.
Pricing of products
Do you know you can portray your products to be cheaper even without slashing down the prices? You can try out techniques like bundling and group similar or complementary products together and offer them at a single prize. Most users might believe that they are achieving a good value for their money if they buy the product bundles. Since there is no harm in trying, put it into an A/B test and check whether our recommendation is working for you.
Discounts and promotions
It is no surprise that discount offers succeed in driving users to your e-commerce store. But there are different variations of promotional offers you can choose to offer your customer. You will have to see which discount offers can fetch you better results. For instance, you can go on with this by providing a flat discount % on your website's every product to some customers. You can promise to offer the rest of your customers' huge discounts the next time the customers shop from you.
Your ulterior motive behind circulating newsletters to the customers of your eCommerce store is to get potential leads. But what if you fail to attract the attention of users with your campaign? That is why you need to develop two or more backgrounds for the same newsletter or campaign and then circulate it among a selected set of users. Now compare the response rate to both of these backgrounds and then finalize your decision.
Popup notifications are designed so to compel the audience to sign up for the newsletter of an enterprise. You might have seen popup notifications comprising of only text landing into your mobile phone inbox. Also, you must have come across colorful popups displayed in most e-commerce websites you visit. Which one will make you sign up for the newsletters if both are placed side by side? In most cases, popup notifications, which consisting of a colorful image and a catchy tagline, work best than the popups comprising purely textual content. However, you can still experiment to find out the best among both versions of popup ads.
Well, it seems that the quality of your campaigns and the position of these impact your business performance. Since there is no hard and fast rule for positioning campaigns on your website, you will have to try your hands at experimenting with it. You can display your website with the campaign placed on the left side of the webpage. While to another set of users, the campaign will appear on the right side of the screen. Now evaluate the results, and most probably, you will see a significant difference among the conversion rates.
The best thing about an eCommerce store is that there is always room for improvement. So, explore all the different options and combinations of your website and take your eCommerce business to the next level.