A/B testing is possibly the door-way to successfully converting more visitors into potential customers for your firm or practice. Each and every element on your website contributes to convincing customers to make that final decision. From the landing page images to the description to the ‘Contact Now’ button, these elements play a factor in making your visitor purchase a product.
Changing these elements can improve the sales on your website. For example, changing your ‘Contact Now’ button from blue to orange brings more focus on to the button.
There is a multitude of A/B test experiments that you can run on your e-commerce website to increase your sales. We bring you the top ones you should try.
Images and Colors
Images play a massive role for your products since your buyers can’t touch or feel the product. Images show how the product looks from all angles and how it looks when it’s used. If it is a clothing item, then models present how the clothing piece may look on the buyer.
Adore Me, an online retailer for lingerie, constantly runs A/B tests to identify which model does your audience best respond to. According to the CEO Morgan Hermand-Waiche, “We see the impact of each picture in some sort of parallel process.” For every 1000 visitors on the site, 500 visitors see model A and the other 500 see model B. Their A/B testing model does stop at model variation. It expands on to the poses of the models.
A/B test of your product images and models to find the images and models that bring out the right emotion in your visitors to make purchases.
You have the option of showing your customers related products which they may wish to purchase on your platform. Upselling and cross-selling are common strategies used on websites. Amazon has reported that 35% of their revenues come from up-selling and cross-selling.
You need to test which ‘related products’ bring you the revenue. This is one variation you can try.
Your Type A page can be devoid of any related products and simply offer the desired product. Bonobos has a very direct and simple product page.
Your Type B page can offer related products.
You can now test which pages brings in more revenue.
This is just one variation you can test. Another test you can conduct is checked whether up-selling or cross-selling generates you more revenue.
Change the Structure
The way your page is structured plays an important role in actually selling the product to the customers. From the image to the specification to the description, the placement of each element has an impact and an A/B test will identify the best format for sales.
When it comes to your Call to Action button, there is a range of tests you can conduct.
Social Media Logins
You want your visitors to login onto your e-commerce platform. This way, you gain details about them, which helps in marketing, and you can attract them back to your e-commerce platform.
To simplify your process of logging in, you may opt for a social login. Through a third-party application, you allow your visitors to login through their Facebook or Gmail id. For your business, you have to factor in the cost of using a third-party application.
There is considerable debate on the use of social logins and whether they really help convert visitors. Considering that you are spending on the third-party application, this is something you want to think about.
Running an A/B test is an effective way to identify whether social media logins help convert visitors or not.
Any sales expert will tell you the way that way you present your price deeply affects the chance of purchase. There is a difference between:
Test your pricing to find the figure-format that brings you the most sales.
How short or long is your checkout process? Once visitors click on the ‘Buy Now’ button, they go through a checkout process which requires them to fill in their details and payment method before finally making the purchase.
About 66% of customers abandon their shopping carts.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.