No matter how much time and resources you devote to building the most modern, most user friendly eCommerce website there are always going to be features that can be improved upon. That’s where A/B testing comes in. Back in November we covered why eCommerce sites need to A/B test and some of the best extensions to A/B test on. But what elements should you A/B test? That’s what we’ll be covering in this blog. Whether this is your first attempt at A/B testing or you’re on a never-ending search for ways to improve your eCommerce site and increase sales conversions, these tests are worth your time. Here are seven simple A/B tests to try for your eCommerce site.
Show your product or show how it’s used?
Of course you are going to feature your products with great, high-res images, but what’s the best way to display them? Do users want to see the product in action or just against a solid background? A/B testing will tell you.
Every single bit of research and data shows that video is the future. Even the most crisp, beautiful high-res images have limitations. Video is as close as merchants can get to bringing their product to life, short of having customers physically hold the product. If you haven’t yet fully committed to product videos, start with a few for some select products and see how they perform. If you already have product videos, test out an auto-play option and add captions to catch the eye of customers surfing your site with their sound ‘off’.
List View vs Mosaic
It’s the job of your website to make it as easy as possible for customers to find the right product. But, what’s the best way to organize your products visually? For some products and industries a grid view is more successful. For others, a mosaic produces better results. Try A/B testing the visual layout of your product pages and compare the user engagement for a list view versus a mosaic view.
BIGGER calls to action
Customers should never have to ‘search’ for what they’re looking for on your page. It should always be (fairly) obvious where they should go for what they need. If customers can’t find where to ‘Checkout’ or ‘add to cart’ then your site is failing. Those are the two most important elements of your store and when it comes to those CTA’s, bigger is better. But what design, color scheme, and wording on your buttons work best? Test it out.
Feature Contact Information
It may seem like something small, but adding your contact information can have a big impact on your conversions. Relationships are built on trust and customer/merchant relationships are no different. Customers want to know how to get in touch with you if something goes awry. Try prominently listing your email address, phone number and (if applicable) physical location across the top of your site and see if your conversions see a boost.
Static Image over Carousel
Carousels have fallen out of favor in recent years. Testing has shown they can often be distracting to customers, causing them to overlook details that merchants are often trying to get noticed, such as sales and new products. Ecommerce customers also crave control, which auto-carousels completely remove. So, if you’re using a carousel (banner slider) at the top of your page(s) try swapping that out for a static hero image with a single, clear proposition. You may find that lone image and message resonates more than a flurry of images and options.
Highlight a Price Reduction
If you’ve recently reduced the price of an item, make sure your customers know about it. Show them visually. But what’s the most effective way to show them? That’s what you need to test. Perhaps it’s a ‘slashed’ price, or bolded text or an icon on the product image. There’s only one way to find out which works best for your site. A/B test it.
A/B Testing Tips
You can avoid costly mistakes with your A/B testing if you know what to prioritize. Here are a few tips you can try:
Test your most profitable pages first – start ‘where the money is’. Begin testing on the pages that bring you the most traffic and the most money to build on that success.
Assign A/B testing to a single person – Give one person on your team the responsibility of A/B testing management, implementation, monitoring and reporting. The term, ‘too many cooks in the kitchen’ can definitely apply to this. Keep things simple and empower a single person to handle these aspects.
Don’t forget about mobile – Perform A/B tests on both mobile and desktop. Results for mobile can be 180 degrees off from results you see on desktop. What works for one doesn’t necessarily mean it will work on the other.
Start big – begin by testing the larger elements on your pages; hero images, purchase buttons, product descriptions. Don’t get bogged down testing the smaller elements until you’ve tested your larger elements and improved those first.
Test a single element at a time – Select one element at a time to test, otherwise your results are going to be skewed and you won’t be able to determine what elements that are being tested are effecting the page.
To learn more about how to get the absolute most out of your eCommerce site, contact us and a member of our expert team will be in touch with you.