Do you have proof that your website is performing at its best, or could potential leads and sales be slipping through your fingers?
Like most things in life, you won't know unless you try new things and measure the results.
A/B testing, or split tests, are a proven way of determining when new features are worthwhile, figuring out what works the best for your site and your customers.
Here, we’ll look at five simple tests that anyone can run on just about any eCommerce store.
1. Choosing your images
Customers want to see your products before they buy them. That’s a given.
So show them with great photos that are easy to see and understand.
This may include testing options that show sizes on the photo itself, using various models for product demonstrations, or even simply increasing the size of the photo on your page.
It’s totally up to you!
You can also test displays of related products for upselling, or alternative sale options for your landing pages and popular product pages.
You might even see benefits when limiting or expanding the number of comparable products you display at the bottom (or top) of your sales pages.
One important rule of A/B testing is to make a single change at a time.
That way, you’re not testing multiple functions and aren't accidentally choosing the wrong one that’s making a positive change.
2. Playing with pricing structures
You’ve got a few different options for adjusting your pricing to see how it works for your customers.
The first is the direct pricing of your products: Start by A/B test odd-even pricing.
This is when products either have an odd or even integer as the last digit of the price.
For example, $10.95 vs. $11.00.
In general, people will see an odd-numbered price and think of it as a discount, even if it isn’t much of one. This can work if the customer thinks they’re getting a good deal because we naturally focus on the first number of a price.
So, $10.95 feels more like of a price of $10, even if it's closer to $11!
If you’re trying to test the waters of being an upscale brand with a focus on higher quality, even-numbered pricing can boost this appearance.
The other option to adjust your pricing can work in one of two ways: provide a direct per-item reduction, or give your users a coupon.
You may find that savings on a specific item lead to more purchases, or that a coupon for the same value yields larger carts.
3. Switching up your buy buttons
Would you rather “buy now” or “add to cart” when you see something you like?
Different people — and thus different marketing personas — may respond differently to each offer.
Wording can make a difference, especially if you find a way to inject savings or benefits into the button itself. You can also A/B test button sizes and colors.
Quality purchase buttons are a must-have, so we recommend running multiple tests on just about every metric you can think of, especially that call-to-action.
Sometimes you can improve your success with the right color if it matches your branding.
Blue and orange are some of the most common colors for these buttons because they stand out and promote trust, while green can be a sign of excellent value in the B2B space where the purchaser is focused on company growth.
4. Perfecting the checkout process
Abandoned shopping carts are the bane of all eCommerce stores.
You’ve tried hard just to get people to click your purchase buttons, spent hours A/B testing, and then the customer up and leaves their cart hanging.
Reports vary, but some brands have said their abandonment rates can reach nearly 70%! That's a huge number.
To see if you can knock those rates down, test the checkout process and your cart UI.
You can test how you list shipping
Focus on streamlining the process and determining what your users see as the path of least resistance. If you absolutely must have them create an account, consider using social verification like a Facebook or Twitter signup, or Gmail, to keep it simple.
5. Nail shipping options
When you can afford it, and your fulfillment team can support it, try mixing up your shipping options.
Look at the options you offer and see if there’s something that makes sense for the types of goods that you’re shipping. This could be offering free shipping for things like re-supplies for offices, or expedited shipping for perishables.
Check out how a cookie maker increased its sales by 41% with next-day shipping.
To wrap it up...
A/B testing is dependent on your capabilities and your margins, so run the numbers before trying it out in a small test, or before adopting any meaningful change.
Remember that every store is different, so make sure you create your own tests rather than depending on someone else.
You'll be running your business optimally in no time!
Want to learn more? Click here to get our free guide to 10xing your eCommerce store.