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A/B Testing

You’ve heard about the simplest examples of A/B testing like changing button colors and calls to action. But most eCommerce businesses don’t know how to do it effectively.

A/B testing is all about removing consumer pain points. Whenever you can remove friction from the shopping process, it significantly increases the chances of conversions. Again, this is where Amazon stands out.

They’ve done everything possible to remove common online shopping hassles such as:

  • Filtering to find a specific product that matches your needs.
  • Comparing similar products, or those that were purchased alongside the currently viewed product.
  • Determining the overall quality of a product (they implement reviews, questions, photos, etc.).
  • Repeatedly filling in billing information.
  • Waiting a week for a package to arrive.
  • And much more.

In the context of your own ecommerce store, you can use A/B testing when comparing:

  • Different page layouts.
  • Navigation organization (where your menu is, etc.).
  • Headline effectiveness.
  • Body copy.
  • CTA copy and design.
  • Website photography and product images.
  • New visual styling for a page.
  • New pricing strategy.
  • Different promotions/offers.
  • And much more.

The beauty of A/B testing is that you can systematically work through each of these areas, incrementally and consistently improve each one to increase conversions.