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If you operate an e-commerce site you know the importance of sales and conversions in your bottom line. The design and usability of your ecommerce software contribute substantially to these goals. A/B testing will provide valuable insights into user behavior, and should be used to enhance the effectiveness of your e-commerce site. Whether you’re new to e-commerce or not, the following six aspects of a/b testing should be followed in maximizing the potential of your marketing efforts and increasing your bottom line.
How Often Should I Test?
There are many discrepancies as to how often to A/B test, but a general rule is to test often. Plan monthly to a/b test and schedule a time of the day for doing so. You’ll want to pay specific attention to call to actions, headlines, and social proof, as these elements play an important role in conversions. Don’t be afraid to expand your testing to different elements on the page, however, as they contribute just as much to conversions.
What Should I Test?
Product descriptions play an important role in conveying the benefit of a product to the customer and drawing them in. When it comes to a/b testing, you’ll want to test the description itself as well as the length for the best results.
Sign Up Page Headlines
Copy plays a pivotal role in garnering trust with your customers. Your goal is to have the sign-up process be as seamless as possible, so take that into account when conducting a/b tests. Be sure to let the customer know how long the signup process will take them, as well as the benefits of signing up.
These, along with call to action buttons, are perhaps the most important elements on the page. There’s many considerations to be made in designing them, and running a/b tests will iron out many of these discrepancies such as what size to use, color, and the right text.
You’ll also want to take into consideration the placement of your purchase buttons. Placing them above the fold and in an area that encourages eye flow is a great rule of thumb. If you do this, along with incorporating text that inspires action, you can’t go wrong.
The manner in which you price items can have a psychological effect on the customer, and influence their buying behavior even more so. You may decide to price items to end in .99 as this could increase sales. Read this psychological test to see how it can be applied to your pricing strategy.
Search Results and Product Displays
You’ll want to test how many products you should show on your homepage. For optimal results, also a/b test the number of search results that show up as well as the order of them. This will help you determine what is most effective at retaining the customer’s interest. Google Analytics is a handy tool that should be used in tandem with your a/b testing efforts. It’ll provide valuable insight as to how long your visitors are staying, the bounce rates, and page abandonment rates.
If you want your E-commerce website to reach its full potential you should try a/b testing to enhance its design and overall usability. The potential for improvement is vast, and testing these elements will provide clues as to how your customers perceive your brand. The result may have a dramatic impact on your bottom line, so get into the habit of testing regularly.
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