10 A / B tests for you to test in your e-commerce – WAU
Many variables influence the performance of an e-commerce. Knowing all of them is difficult, so you need to study the visitor’s behavior a little more. The A / B test for e-commerce is the best way to understand what performs best for those who visit your site.
For good performance, an e-commerce needs more than just good products. Each element of the site has a direct impact on the visitor and, for it to be positive, good choices must be made.
The A / B test for e-commerce is of great support when making these decisions. Through the collected results, it helps to understand which options perform better.
For example, if you use a banner, the tendency is for it to draw attention to a product, even linking it. However, the design of this piece impacts the visitor in different ways.
Thus, it is important to leave a model “A” for a certain period and, in another period, model “B”. The proposal is to check which of the 2 options received the most clicks and converted to the site.
There are a number of A / B tests that can be used in e-commerce. Stay on top of the top 10, understand how they work and apply them right now!
1. Pop-up text vs. pop-up text over image
Pop-ups are very interesting features and are widely used in many e-commerce. They can offer launches, promotions or newsletter, as a strategy to obtain leads.
Still, in order to get the user’s attention, they need to be ”interesting. There are basically 2 ways to display a pop-up: only with text, or in image as background of the written part.
Each business has an audience and persona segmentation, so it is important to test these formats. They should basically bring the same message, just changing the form of presentation.
After that, just access the metrics and find out which one performed better. By the way, it is always important to consider that visual content is more likely to engage the visitor.
2. Different images on a landing page
Still talking about images, depending on the quality and the message they transmit, the possibility of capturing the user’s attention is enhanced.
In the A / B test for e-commerce it is essential to check results with different photos on the landing page. This is a tool that has good effects on lead capture, so important in the relationship with the public.
Landing pages generally use illustrative images as the background of the form where the user fills in their data. The more impactful they are, the greater the chance of getting the lead.
Choosing the right image can be difficult, so there is no better decision than performing the tests. Again, do it with 2 alternatives for a while and make the main one the one that gets the most conversions.
3. Promotions on different days of the week
Anyone who works in digital marketing knows how much the times and days influence the results. Web users are more likely to interact and view at different times, and this has a direct impact on results.
When it comes to promotions, where the opportunities for conversions are excellent, it is essential to perform the tests to have the maximum performance.
A good example is the discount coupons for those who subscribe to a newsletter. In itself, the strategy is very good, but it can improve. To do this, test the trigger of this pop-up or landing page on different days and times.
Divide into 2 possibilities, each with 3 days a week at a time of day. In a maximum of 2 weeks, it is already possible to notice when the user engages more.
4. Different types of product list display
For visitors to an e-commerce, it is always interesting to view pages with a wide selection of products. If you sell dog collars, for example, it is important to show all products on one page.
However, there are several ways to display these items, such as horizontal, grid lists or highlighting specific productsgenerally the most visited.
Different dispositions can perform well, something that also varies according to your audience. The ideal is to identify the 2 best ways to show the products to understand which ones hold the consumer’s attention.
When performing this A / B test, check metrics for e-commerce such as clicks, page spend and other more advanced conversions, even as sales.
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5. Quick and detailed product view
When viewing products, in addition to having this possibility of having many alternatives on your screen, the visitor also wants agility.
This sense of urgency and practicality is a strong characteristic of the consumer in the middle of the Marketing 4.0 era, so it is always good to serve it.
When interested in an item, the user wants to know more about it, view it in a large image and have some details, however, without leaving the page.
Therefore, a good test to do is to allow the possibility of quick visualization. By hovering the cursor over the product, the consumer sees a temporary window that opens, enlarging the image and with more details about the product.
It is interesting to offer this possibility to understand if it really brings more conversions, having this perception through the A / B test, naturally.
6. Attractive offers at checkout
One of the great ghosts of e-commerce is the abandonment of a cart. This metric means that the user gave up on the purchase already at checkout, that is, at the time of confirming the purchase and paying for it.
The problem is so big that a study by the Baymar Institute found that the overall dropout rate is approaching 70%.
Good flashy strategies help to smooth this out! The test is simple: at checkout, use the mental triggers in your favor by offering something beneficial to your client, making him feel privileged.
A good way to achieve this is to show a banner stating that he won free shipping, a discount on the final purchase price, or that he got free shipping because he is buying above a certain amount. The feeling of winning something leads the user to confirmation!
7. Call to Action (CTA) variations
There are a few phrases that make all the difference in the way you communicate with those who browse your site. It may seem simple, but studying different CTA possibilities is a valuable A / B test for e-commerce.
The most important thing is that you can use them on several pages, that is, you can also try variations always to understand which ones bring the best conversion.
Do you know that classic “buy now” button? This phrase is not always the best term you can use. Although it needs to be simple and objective, this call to action can be smoother and just as direct.
Test other terms, such as “Buy” or “Buy yours”, and see which ones perform better. Believe me: simple term changes can make a big difference!
8. Requested email before opening the checkout page
Checkout, as you saw, is a very important time for online stores. Even if there is a cart abandonment, that user can generate a lead and, with a following job, finally be converted into a consumer.
For this, an A / B test for e-commerce is essential: request the user’s email before making him go to the completion of the purchase.
Of course, it is necessary to do this in a very simple option, limiting yourself only to filling in the email. The proposal is simple: if the purchase is not completed, a follow up can be performed immediately with e-commerce remarketing.
Thus, that user receives an email notifying them that they have items in the cart and can still see advertising of the type on the Display Network.
9. Value image x carousels
The different forms of banner advertising can be very interesting to capture the user’s attention in your e-commerce. However, it is necessary to understand in depth what each of them can cause.
The carousels are beautiful and work well, but a good static and valuable layout, which brings the message in an impactful way, should also be considered a great resource.
The ideal is to do tests assessing what each of these alternatives causes to the site visitor. Carousels can take time to deliver the final message, causing impatience and having no effect, for example. Still, for some users, they can hold attention.
Test both formats and see which one generates the most clicks by looking at conversions and other metrics related to each.
10. Featured contact information
Selling over the internet is still a lot about trust. The first big challenge for e-commerce was overcoming the idea that it was not safe to buy over the Web.
Until today, consumers seek credibility, and the idea that they are trimmed by the law and who can have direct contact with who sells to them. Therefore, it is always important to clearly show the channels for this.
There are many websites that expose emails, social media links, phones and other contacts only at the bottom. This can decrease engagement and avoid closeness, which should be the foundation for working on the web.
Perform A / B testing for e-commerce by showing this data in the footer for a while and then give it more prominence, in the header, for example. Check which one brings the most engagement and leads!
There are no mysteries in achieving good performance when selling online. There are many issues that vary and impact the user in different ways. In this context, the A / B test for e-commerce is the most productive resource when it comes to discovering what works well on your website!
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