An A/B test, also known as a split test, is a method of comparing two versions of a web page, email, or app to determine which version performs better. By randomly showing users one version or the other, businesses can make data-driven decisions about how to optimize their online presence and increase conversions.
A/B testing is important for eCommerce brands because it allows them to make small changes to their website or marketing campaigns and measure the impact of those changes on customer behavior. This can help brands identify and eliminate issues that are preventing customers from making a purchase, and can also help them to identify and capitalize on opportunities for growth.
Top 5 A/B Tests to Try First
- Homepage Test: The goal of this test is to determine which design and layout of the homepage results in the most conversions. This test can be run by creating two versions of the homepage with one version featuring a more minimalist design and the other displaying a more cluttered design.
- Navigation/Site Menu Test: The goal of this test is to determine which navigation and site menu design results in the most conversions. The test can be run by varying the categories and subcategories of products to see which organization results in the most clicks and conversions. Additionally, you can run a test by including or removing the search bar, social proof and customer support links to see which version of the navigation menu is more effective.
- Product Description Test: The goal of this test is to determine which product description resonates most with customers and leads to more conversions. This test can be run by creating two versions of the product description, with one version emphasizing the benefits of the product and the other version emphasizing the features.
- Call-to-Action (CTA) Test: The goal of this test is to determine which CTA language and placement results in the most clicks. This test can be run by creating two versions of the CTA, with one version using action-oriented language and the other version using more passive language.
- Checkout Process Test: The goal of this test is to determine which checkout process results in the most completed transactions. This test can be run by creating two versions of the checkout process, with one version featuring a one-page checkout and the other version featuring a multi-page checkout.
Additional Testing Types
- Multi-variant test, also known as an A/B/n test, is similar to a split test, but it compares multiple versions of a webpage or other digital asset. This allows businesses to test multiple variations at the same time. With any test, where the number of variations increases, more data will need to be collected to ensure that there is statistically significant proof of one over the other. Without getting into sample size math, a rule of thumb would be that every additional variation would need an additional 25k unique sessions, meaning 5 splits would need 125k sessions or more to meet significance.
- Dynamic test is a type of test that adjusts the experience for users based on their behavior and interactions. This can be done using algorithms and machine learning to optimize the experience, and adjusting which variation of a test is given to the majority. This test is continually adjusting with the ebbs and flows of user activity and can continue to fluctuate between variations.
- One-to-one personalization test is a test that creates a unique experience for each user based on their behavior and interactions. This is done by analyzing the data of each user to create a customized experience for them. One-to-one personalization is the most advanced form of personalization as it creates a truly unique experience for each user.
A/B testing is a powerful tool for eCommerce brands to optimize their online presence and increase conversions. By conducting tests on key elements, such as product descriptions, call-to-action language and placement, homepage design, checkout process, and navigation/site menu, businesses can gain valuable insights into how customers interact with their website and make data-driven decisions to improve the user experience. It’s important to note that A/B testing is an ongoing process, and brands should continuously run tests and make adjustments to their website and marketing campaigns in order to stay ahead of the competition and meet the ever-changing needs of their customers. By implementing these top 5 A/B tests, eCommerce brands can improve their website’s performance and increase their sales and revenue.