You have just launched your e-commerce website? Do you think every element of your website works just fine, and in a few months, you will start to see successful conversions?
This belief is unfortunately false.
Indeed, any e-merchant with a few years of activity behind can tell you that an e-commerce site is never fixed. You must constantly rethink it, improve it, and regularly focus on the issues your site might encounter, especially those concerning the conversion rate.
One of the most effective methods is AB testing. Before digging into 8 AB testing ideas to implement in your e-commerce, let’s first look at the characteristics of A / B testing.
What is AB testing?
AB testing is a method used in marketing that makes it possible to compare and measure two versions (an “A” version and a “B” version) of an element of your e-commerce site to find out what the impact is of each version and, ultimately, to know which version is the most efficient.
AB testing is not only used to compare elements of an e-commerce site, it can also be implemented when sending mailings or even when displaying advertising banners.
How can AB Testing benefit you?
AB Testing and your conversion funnel
Conversions are a key point for businesses when it comes to a website. For e-commerce sites, a conversion often corresponds to a purchase.
For showcase sites, media sites, a conversion can correspond to filling out a form or a quote.
Purchase: Lots of visitors put a product in the cart, but most give up before paying? There is a break in the process of finalizing the order.
AB Testing is an ideal way to realize this: simplify the contact form, change the size, the text, the color of the final CTA button, improve the visibility of elements that can reassure the user (type delivery, product return policy, types of payments accepted, etc.)
Forms: Do your Internet users visit the site without leaving their contact details in a form? AB Testing can help you here too.
Increase the number of links of the pages of your site towards a form page, reduce the size and increase the visibility of this one, change the wording of the final CTA button….
AB Testing and your content
Optimizing the content of a page: you have noticed that a lot of users leave the site after a particular page, it is certain that this one is not adapted to the expectations of your Internet users.
Using AB Testing here will allow you to show two different versions of this page. For example, a long and complete version with a large explanatory text, and a shorter version, but less long with little text and a few images to illustrate.
AB Testing to better understand your users
Understand the user journey. A B Testing is a process of optimizations based on user behavior at each site. We, therefore, use it to provide the best possible personalized user experience.
However, it is also possible to do tests to better understand the user. Doing AB Testing without understanding the results of the benchmarks is like going blindly: the more you understand your users, the more you know what to suggest to increase conversions.
Now let’s uncover 8 best AB testing ideas that you can implement on your ecommerce website.
- Value Proposition
The value proposition is the essence of your marketing. It is about providing an answer to a problem with the product or service you are selling.
With a test taking into account your value proposition, you can first focus your efforts on highlighting your value proposition.
Those are the benefits of your products and services that will matter to your target audience, and which will allow you to obtain perceived value.
This can be a test on how to present the characteristics of the product (a lot of details or a few), on the choice of services and the advantages to be highlighted such as the delivery costs offered for example.
- Landing Page Design
Image Source: Design For Founders
The landing page layout is a crucial element for conversion optimization. Focus on the important points of the landing page first. The general appearance of the page should be chosen with care, headlines and catchphrases should be considered.
Source: Lead to Conversion
Headlines are one of the first and most direct forms of communication with the visitor. They establish trust and confidence with your website.
Catchy and creative headlines can do the magic. Informative headlines that give the visitor the general idea about your offerings can lead a visitor to take action and turn them into sales.
- Call to action buttons
CTAs are essential elements in the conversion of visitors to prospects and prospects to customers. Although it is not a priority to optimize CTA buttons on your homepage, or any page, CTA location, color, and the copy can have an impact.
Having the right balance is important.
By following these best practices, you should improve your conversion rates and boost the growth of your business.
- Trust Signals
More and more e-commerce sites are promoting a customer review badge, including the Trustpilot badge, Fia Net, or Verified Reviews, at different locations throughout their shopping journey.
Some e-commerce sites have seen their sales increase by more than 30% thanks to these customer reviews which give confidence and trust to an Internet user who hesitates to buy from your site.
- Navigation Menu
Many e-commerce sites use drop-down menus to highlight their different categories of items. But among these sites, it is common for the menus to be overloaded with information.
This causes difficulty in navigating the site and the number of Internet users leaving your site without having made a purchase grows. It is particularly important to reconsider your drop-down menus especially if you are addressing a target of consumers belonging to the third age.
Videos are essential elements for improving the user experience.
They help consumers choose the product that best meets their expectations and reduce the virtual barrier. Thanks to the video your customers will be able to imagine the product as if it were in their hands.
- Removal of disruptive elements
Too many items on a page could do you a disservice.
You can test a web page by removing certain elements that could distract your customers and distract them from the message you want to send them.
For example, we can see SaaS solutions sites removing their navigation menu on strategic pages: on their free trial registration page or in their conversion funnel to subscribe to a monthly subscription.
These types of techniques allow them to reduce their dropout rate. This can concern a menu but also many other elements: too repetitive CTAs, an overloaded background, too large banners or images, too many navigation options …
AB Testing: there are no bad ideas
There is not really universality when it comes to AB Testing because your tests depend on the culture and personality of your users….
Obviously, it is true that over time and experience, many site optimizations have been identified. But in the end, you have to create AB Testing campaigns by reflecting, by thinking of your Internet users, their behavior, but also your industry, local customs, culture….
AB Testing isn’t that new. We have always been doing tests to improve a certain product. Adding an additional ingredient in the kitchen, trying a different route to finally get to work on time, test shoes to choose the most comfortable … Everyone is doing the tests!
And yet, when we talk about a website, it is not automatic, when it should be.
AB Testing can allow you to reach new goals, understand your users, increase your sales, receive new contacts.