When marketers create landing pages, compose emails, or design call-to-action buttons, it can be tempting to think that they are primarily using their intuition to predict what is likely to entice. Internet users to click or convert.
But basing marketing decisions on a hunch or sentiment can be detrimental to e-commerce results. Rather than relying on guesses or assumptions to make important decisions about your e-commerce site, whether it’s functionality or content, it’s better to run an A / B test.
What is A / B testing?
A / B testing, also known as split testing, is a process of showing two versions or variations of the same web page to different segments of visitors to the site in question, in order to find the variation that generates the the more conversions, the more clicks, which is which one works the best.
Why do A / B testing?
Now let’s take a look at the main reasons that should push you to perform A / B testing for your e-commerce site.
Solve the “pain points” of your visitors
People come to your website for a specific purpose, like finding out more about your product or service, buying it, or just browsing your home page. Regardless of the user’s goal, they may face certain problems, obstacles (pain points) before they can achieve their goal: these may be unclear explanations, of how you organized such or a Lebanon WhatsApp Number List particular page, or having difficulty finding the CTA button to go to the purchase phase or request a demo.
The difficulty or impossibility of achieving a goal easily shows that your website is not providing visitors with an optimal user experience. And all this friction that the user encounters on their way ultimately has a negative impact on your conversion rates. By using the data collected through tools capable of analyzing visitor behavior such as heat maps, Google Analytics , and web surveys, you will be able to solve the main obstacles encountered by your visitors and make your website more efficient. .
Get a better return on investment from existing traffic
Most digital marketers have long understood that the cost of acquiring quality traffic can be huge. A / B testing allows you to get the most out of your existing traffic and can help you increase your conversion rates without having to shell out a single penny to acquire new traffic. A / B testing thus offers a high return on investment, because sometimes even the most minor changes can lead to a significant increase in conversion rates.
Reduce the bounce rate
One of the most important performance indicators to track when analyzing your website’s performance is its bounce rate. A high bounce rate for a given website can be explained by many reasons, such as too many options and choices offered, a mismatch between visitors’ expectations and what your site offers, etc. A / B testing is a great way to tackle too much bounce rate, as it will allow you to test multiple variations of your website, multiple versions of a page, until you find the best version. possible. By improving the user experience, you make people spend more time on your site and automatically reduce the bounce rate.
Make low risk changes
With A / B testing, you can make minor and incremental changes to your web page, instead of redesigning and creating whole new pages. This can avoid compromising your current conversion rates. A / B testing allows you to achieve optimal results with minimal modifications, resulting in increased return on investment. For example, you can perform A / B testing when you plan to delete or update your product descriptions, to see how your visitors will react to the change.
Thus, A / B testing is a way for you to determine which way the scales will tip, and to make decisions accordingly, choosing among the different versions tested which is the most efficient. You can also use this method when introducing a new change in functionality. Before permanently introducing a new feature, a trial run as an A / B test on the relevant web page can provide you with valuable information on the relevance of this change. Changes made without A / B testing may or may not be successful. But testing before making changes provides a lot more certainty and serves to confirm your initial hypothesis.
Make significant data-driven improvements
A / B testing is completely data driven, and leaves no room for guesswork or instinct. You can thus easily and scientifically determine a “winning” version and another “losing” according to performance indicators such as the time spent on a given page, the number of requests for downloading a guide, the rate. cart abandonment, click-through rate, email open rate, etc.
Redesign your website at a lower cost
Redesigning an e-commerce site can range from a minor change like changing the character or color of the text inside a CTA button to completely transforming a web page. The decision to roll out one version over another should always be based on A / B testing that leverages data.
How to do A / B testing?
Most large websites and digital marketing agencies take a step-by-step, continuous approach to A / B testing. This iterative strategy allows you to leverage every successful test, while consistently optimizing your website.
Here is a 5-step A / B testing strategy:
Step 1: Funnel analysis
Before you even start thinking about what to test, you need to know what parts or elements of your website can be improved. Analytics tools like Google Analytics, for example, show you how visitors move around your site. By reviewing this data and uncovering weaknesses in your funnel, you can easily identify where changes need to be made.
Step 2: Create and prioritize your hypotheses
There is a wide range of Conversion Rate Optimization ( CRO) tools that can help you formulate your assumptions. These range from heat map type tools like Hotjar and CrazyEgg to probing solutions like Typeform. A good A / B testing hypothesis should be clearly defined and based on data. It should also be closely linked to your KPIs and have a good chance of producing results.