A/B Testing Can Make or Break a Store

A/B testing an ecommerce page identifies which design, content, or functionality best resonates with shoppers. It’s a crucial component of a store’s long-term success. If you’re looking to increase conversions and reduce spending and risks, A/B testing could be the answer.

But testing does more than drive immediate sales. It can also increase engagement on non-sales calls-to-action, such as email signup forms and social shares. Just about any on-page element is suitable for testing.

There are two types of A/B tests, also called “split tests.” Client-side testing shows the same web page to everyone but inserts a script to make changes in a visitor’s browser before she sees her version.

Server-side testing creates two native versions of a page or element and rotates their appearance to visitors. Server-side tests depend on the shopping cart, the web server, and third-party tools used for analysis.

The method of testing is as important as the variable. Amazon’s layout and functionality stem from 20 years of consistent testing. The megastore does not present content in the prettiest way, which tells us what looks good isn’t necessarily the best converting. What to Test

Here are a few of the many elements ecommerce sellers should test to drive engagement and conversions. Page layouts. Any web page can benefit from testing, including landing, product, category, search, and checkout pages.

This example of A/B testing a home page pits a full-width slider image, at left, against a partial-width video. Calls-to-action. A/B test to know which button copy works best or what color prompts more visitors to provide their email address.

Home page “hero” sections. Wondering if you should spotlight a slideshow, video, or photograph? Testing can determine which prompts more visitor action and lowers bounce rates. Fonts and colors. Designers focus on usability, and research which typestyles, colors, and […]

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