How A/B Testing Works On Ecommerce Stores

Sep 8, 2015

A/B Testing is a technique used to find out the rate a store is able to convert viewers into buyers. It is usually done by marketers as part of their testing and optimization plan. Powerful companies such as Google and Amazon have used this split-testing technique to increase their conversion rates. Here is a quick start guide on basic things you need to know about a/b testing.

What Is A/B Testing?

A/B Testing, otherwise known as split testing is a way to find out features work for your site through its conversion rate. It requires two alternative versions of a field you that would like to find out which works better with consumers.

For example, you are undecided on which banner would work better on your site. By running an A/B split test using a software, 50% of traffic will be directed to the page with Banner A and 50% of traffic will be directed to the page with Banner B. Both pages will display a call-to-action button and you can conclude which banner is more successful by how many people took to click on the action button.  

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What Can You Test?

There are certain areas on your site that have the potential to bring in the revenue. Some marketers resort to play around with factors that have little or no impact to conversions simply because they assume instead of analyse. To make most of this test, you have to spot the most important areas.

Key areas to test:

  1. The Headline

  2. Page Layout and Navigation

  3. Size of Call-To-Action Button (and the size of its wordings)

  4. Media Inputs (Videos, Images, Gifs etc.)

  5. Offer

NOTE: It is important to only test one area at a time. If not, your results on which change made the difference will not be accurate.

What To Use For Testing?

Marketers may spend a large amount of money on softwares that are able to conduct this test but you don’t really have to spend that much. We recommend using Google Content Experiments as it is free. It is a system built into Google Analytics. However, you would always have to create two separate URLs to do this test. These are two paid options, Optimizely and Visual Website Optimizer that conduct split testing at the easiest.