We know A/B testing is critical to ecommerce success, but it’s understandably intimidating for smaller retailers. Even though 75% of the internet retailing Top 500 use an A/B testing platform (Econsultancy) and it’s a recognized best practice, it can be difficult to get started.
There are many benefits of A/B testing as part of a comprehensive ecommerce conversion optimization strategy, including:
- Accurate measurement of performance differences.
- It’s the best way to determine what is and is not working.
- A/B testing helps you decide how, when, and where to spend your budget.
I know you’ve heard it before, but e-commerce marketers need to live by the mantra of “always be testing.” If you’re wondering where to begin, here are 11 ecommerce conversion optimization testing ideas to try out:
1. Use heat map software as part of your A/B testing strategy.
This software (think Crazy Egg, among others), can give you a clearer understanding of how visitors engage with your website. This can be especially helpful if you’re testing ways of flowing visitors through your shopping cart, for example.
2. Run a survey with current customers.
What better way to get firsthand feedback than to speak with people who purchased from you in the past? Ask for their opinion on two (or more) ideas. This will give you a better understanding of which is preferred.
3. Use Google Analytics.
This may not be the only analytics application available to webmasters, but it is one of the most popular. You can use the data to your advantage when A/B testing.
4. Experiment with A/B testing your color schemes.
Did you know that color can affect conversion? Experiment with a variety of different colors, each time testing to see which shade generates the best results.
5. Make changes to your layout for ecommerce conversion optimization.
It’s easy to get stuck in your ways. While you may not want to tear down and rebuild your entire site, making subtle layout changes based on your test results can go a long way in helping you better understand what your visitors are looking for.
Sometimes all that’s needed is breaking down of perceived roadblocks on the path to conversion.
6. A/B test a variety of images and video.
Images (and video) can have a huge impact on your conversion rates. Test a page with no images and video against one with a single image, multiple images, an image and video, etc. Once the test is complete, you will know how to use this form of media moving forward.
7. Run A/B tests on small changes.
Sometimes it is the smallest changes that yield the biggest results. For example, changing the color of a headline may have a bigger impact than redesigning the entire layout. Start with small changes and then build out from there.
8. Experiment with a variety of ecommerce content.
No matter what you are selling, visitors will typically read your content before making a buying decision. Experiment with different product descriptions. Is shorter better? Will more details improve your conversion rate? You won’t know the answer until you test different types of content.
Major ecommerce retailers like Amazon test to determine which optimizations have maximum CRO impact and you should, too.
9. A/B test your shopping cart flow.
What changes can you make to your shopping cart flow to improve the customer experience? You may be able to eliminate a step, for example, that speeds up the process. Test a variety of checkout processes to determine which one decreases abandonment (which remains a major problem for many online retailers).
10. Incorporate social proof for ecommerce conversion optimization.
Are visitors more willing to convert when you use social proof, such as a written or video testimonial? Online shoppers often feel better about making a purchase when they realize others have done the same.
11. Optimize the flow throughout your site.
More is not always better when selling online. Test your current design against a minimalist approach. Cutting back on clutter could boost your conversion rate.
A/B testing is not something you do today and forget about tomorrow. You should “always be testing” in some way, shape, or form. While doing so, be sure to avoid these 6 A/B testing pitfalls that can lead you astray.
Source – Πηγή: http://blog.commercesciences.com