You’ve likely heard of A/B testing before, but have you actually given it a shot? When done right, A/B testing, or split testing, can work wonders for your ecommerce store. Whether you test elements of your website, email marketing, landing pages, or even social media, you are giving yourself the opportunity to learn more about your customers and how they actually respond to your brand.
A/B testing gives you actual data that you can use to help inform your strategy. Instead of just guessing what works and what doesn’t, A/B testing allows you to actually prove it. Does it take patience? Yes. But in the long run, it’s worth it. Here are some examples of what you might want to target with your A/B tests.
Who doesn’t want to boost conversions at their site? No matter what your current conversion rate is, A/B testing various elements can help improve upon your existing success. Keep in mind that for an effective split test, you can only test a single element at a time. If you test various elements at once, you will have no idea which one caused the increase (or perhaps, decrease) in conversions.
For example, to boost conversions, you might A/B test your call-to-action (CTA) buttons. To begin with, pick a single element you wish to change. This might be the button color, location, or copy. Say you pick button color. Here is an example split test we could run for an ecommerce website we developed:
The above image is the existing website, and the bottom image features a different colored CTA button. Everything else on the product page remains exactly the same. If we were to run this test, we would set up a timeline for how long we will run the test and decide the exact metric we are trying to improve. This might mean we run the test for six weeks with the goal of increasing conversions. At the end of the six weeks, you compare the data and see which button performed better.
Improve Your Content
Blogs are an important aspect of many businesses, but if they don’t produce any results, they are just a waste of time, as well as a wasted opportunity for connecting with your audience. In this instance you might want to improve the amount of shares that your content receives. You might split test your headlines, for example. A more compelling headline, in theory, will result in more people reading, and potentially sharing, your content. Test this out and see for yourself.
Keep in mind that split testing is an ongoing process. Don’t get discouraged if your first test results in either no significant results, or even negative results. That is okay. Use that data to inform your next test and keep building from there. With time, you will start seeing positive results.
Reduce Bounce Rate
High bounce rates afflict many websites. You may experience a lot of traffic to your website, and that is great, but if a user immediately leaves once they land at your site, is the high volume of traffic really beneficial at all? For this reason, split testing in order to find a solution where people will spend more time at your website is a great use of your time.
To improve bounce rate, consider testing elements that users first see when landing at your website. Many websites have a large header image or slideshow at the top on their page. Take this example from a website we just recently developed:
If we were to run a split test for this website, we might consider using a different background image, changing the headline copy, or changing the CTA button. Again, keep in mind you can only test one element at a time. If you aren’t happy with the results, simply run a different test. You might be surprised that even the smallest change can result in a huge improvement.
Boost Link Clicks
Finally, if there is a certain area of your website that you are trying to boost traffic to, you might want to run an A/B test to improve link clicks. Perhaps you always include a closing call-to-action message in your blog posts with a link to a landing page you want your visitors to go to. To increase the amount of clicks to this landing page, there are a few things you could choose to test. For example, you might test the color of your hyperlink. Or, if you have an actual CTA button, you could test the color, shape, or copy. You may even decide to test the placement of the link or button (for example, place it in the middle of the blog post instead of at the end).
There is so much potential when it comes to A/B testing, but as you’ve seen, it takes a lot of time and patience to do it right. If you don’t have the time to devote to this project, find a team like Uhsome who does. We will work with you and determine what your goals are and help make them a reality. Contact us today to request a free quote.