With competition in eCommerce growing each day, it is important to constantly devise ways to attract more traffic, clicks, and conversions from your landing pages. One way to do that is through regularly conducting A/B split testing for the various landing pages of your eCommerce site.
In this brief guide, we shall take a look at what exactly A/B testing is, its benefits, and how you can implement it to improve your online store’s performance in terms of profits and growth.
What Exactly is A/B Testing?
In a nutshell, A/B testing can be defined as the act of comparing two different versions of the same piece of content, with a specific element changed or modified on the second piece.
For instance, you could duplicate the content on a landing page, but tweak the headline or title a little bit. Performing an A/B test of the two will tell you which version of the landing page regenerated more customer response and engagement, from click-through to conversions.
The Benefits of A/B Testing in eCommerce
Performing A/B testing for your eCommerce landing pages can have various benefits. By testing different versions of your landing page, you can determine which version is most effective in terms of conversion rate.
As explained in Michal Parizek’s article on how to boost conversion quickly, A/B testing can also help you identify what elements of your landing page are most important to your customers and what can be improved.
In addition, A/B testing can also help you fine-tune your landing page to ensure that it is optimized for search engine ranking.
In summary, some reasons to conduct A/B testing for your landing pages include:
• To increase conversion rates
• To boost sales
• To increase customer engagement
• To better understand your visitors, their needs, and their intent
Important Considerations When A/B Testing Your Landing Pages
There are a few key things to keep in mind when working with landing pages and A/B testing.
A. Traffic
First, make sure that you have a good amount of traffic to your landing page before you start testing. A/B testing is more effective with a large enough sample size to actually produce meaningful results.
B. Page Elements
Second, make sure that the page elements you’re testing are actually effective in driving conversions. A/B testing is only effective if you’re testing something that will actually impact the conversion rate, traffic, and sales.
Some page elements you could modify when A/B testing include:
● Page layout
This could mean varying the way the content and elements are arranged on the screen.
● Headline
The line is one of the most important elements of content. Headlines need to be catchy and captivating. You could A/B test with various versions of headlines to see which one works best.
● Page offers
This is what hooks the page visitor to explore the site, make a purchase, or bounce. These often come in the form of sign-up bonuses, discounts, and so forth.
● Calls to Action
A crucial part of landing pages that pitches your products or offers to a visitor. You can change your CTAs on the second version of a landing page when A/B testing.
● Product descriptions
While it can be a bit labor-intensive, you might want to experiment with different versions of product descriptions when A/B testing some landing pages.
● Videos and images
You could add or subtract images and videos on your landing pages and AB test which page generates better results.
C. Track Results
Finally, make sure to track your results and analyze them carefully to see what’s working and what isn’t.
A/B testing is an important tool, but it’s only effective if you use it correctly. It can be an amazing way to increase traffic, boost conversions, attract repeat purchases, and boost profits overall.
