Your e-commerce site is your key to conversion, hence failing your website means failing your business. To stay ahead of competition, you should always be looking for ways to improve your website; to achieve this, A/B testing is unavoidable.
What is A/B testing?
This involves two versions of a webpage. Just like a science experiment, you have version A and version B, in which version A is a control and version B is your variation. Use each version of the webpage for a certain period of time, and measure the impact of each of them. For example, you can test which call to action line is more effective by seeing which version of your webpage is driving more conversion.
What should I test?
There are lots of things to test, ranging from the layout of your page to the colour of a button. Before deciding on what to test, make sure you set a goal first. For example, for an e-commerce website a common goal (or the ultimate goal) is to encourage sales.
Below shows a list of elements that can affect visitors behavior, and can be A/B tested.
1. Title/headlines/subtitle 2. Your text 3. Testimonials 4. Call to action text and buttons (size, colour, shape) 5. Links 6. Images 7. Placement of elements (below or above the fold, size, position) 8. Social media links and buttons
A/B testing is effective but it is also time-consuming, especially for smaller retailers since their web traffic is comparatively less. After all, you do need quantitative data for such an experiment. With this in mind, be careful and selective when you are choosing what to test – you don’t really want to waste your time and effort!
Below shows a rather useful infographic on A/B testing, which tells you what you need to do to improve your testing chances (source: qubit):