Want to Improve Conversion Rates? Delve Into the World of A/B Testing

In today’s eCommerce-driven world, everyone is searching for a quick and simple conversion rate fix. It makes sense -- across industries, the average landing page conversion rate typically falls between 2-5% [1]. That’s it. How can we do better? 
For analytics professionals, Conversion Rate Optimization (CRO) is an ever-growing part of the discussion. Figuring out cheap and efficient ways to continuously increase conversion is crucial, particularly given the fact that the field – and the consumer -- is always changing. That’s where A/B testing comes in. 
If you want to improve your conversion rates, A/B testing could be the key you need to boost your results. Before you create your strategy though, let’s review some A/B testing basics, as well as outline some best practices, keys to success, and tools you should be using…
Understanding what works best 
A/B testing, sometimes called split-testing, is the simplest route in deciding what works and what doesn’t for your website. By making multiple variants of a particular page and sending a percentage of users to each variation, you can capture user behavior. Using that data, you’re able to discern which variation worked best.
A basic example of a possible A/B test could be to relocate the main call-to-action (CTA). So, let’s say you take a look at your scroll depth metric and notice that most users stop scrolling 50% down the page. By moving your CTA to the middle of the page, it is possible that more users will see it, which may increase conversion for your site. But, what if you want to delve a little deeper?
More vs. less
The key to good A/B testing is to find the sweet spot. Some customers may want more information while others may prefer if you got to the point. It may take a few tries, but A/B testing allows you to truly understand what your audience wants, as well as how they would like to communicate with you.
Let’s say you own an online furniture store. A user adds a chair to their cart, but instead of hiding the purchase until the user is ready to check-out, you decide to keep the potential purchase at the top of their mind. Through A/B testing, you decide to continuously show them the image of the chair, either through advertisements, suggested purchases, or popups. Adding images of what the consumer is buying throughout the cart journey could decrease drop outs for one key reason: if you are buying something you really like, and you keep an image of it in front of the user, it will be harder to let go. 
Or, let’s think about A/B testing in the reverse. What if there is too much going on? Cutting out any unnecessary information may make an eager consumer less likely to drop out in the middle of purchase. For example, moving a deal to the next page, cutting down on questions in a form, or even simplifying your landing page design could make a huge difference. 
Don’t forget about language. How you phrase things matters. While you may have an attractive offer on the table, your target audience may be more enticed by different types of language, even if the deal is the same. So, testing content that reads "One Month Free Trial" against “Buy Now Pay Later” can be a beneficial way to discover which option your audience is more attracted to.  
Here are some additional tactics to consider:
  • Add cyber protection logos to your site to let people know you are trustworthy
  • Show (or don’t show) your offer multiple times throughout the page
  • Test different headers or subject lines. Be sure to note elements such as length or tone, testing the winner again in order to make a sound conclusion
  • Change the shape, size, or even colors of icons
  • Switch up the location of an offer or a link, such as the top of a page against the bottom of a page
  • Don’t end your tests too soon – be sure to collect enough data to make the right deduction
In addition to making small adjustments to receive a clearer story, you should also use an optimization tool which helps to analyze your data. Don’t worry, we’ve got you covered there too.  
Key A/B testing resources 
Now, creating multiple variants of your website might seem like a difficult feat, but there are many tools out there that make A/B testing a simple process. We work with many leading optimization vendors, ensuring our clients can be more strategic with measuring and testing their site.
Here are some resources to note:
  • Optimizely- An easy-to-use platform for optimization is Optimizely since the tool is very user friendly and requires little technical know-how. The tool lets you drag and drop to change the layout of your site, alter text, adjust image size, and even cut elements out, streamlining the A/B testing process. Plus, Stratigent’s partnership with Optimizely enables us to develop a go-to-market strategy, enabling clients to become strategic with measuring and testing their site
  • UserReplay- You can take your A/B testing one step further by actually viewing the customer journey through UserReplay, which provides valuable insight into what eCommerce customers actually experience. UserReplay identifies all the main categories of conversion barriers including usability problems, confusing business logic, technical problems, and performance problems
  • Maxymizer- We work with Maxymiser to optimize our customers' online experience across all devices and channels. Using their cloud-based testing, personalization, and cross channel optimization solutions, Maxymizer is able to deliver measureable results that generate business impacts. Plus, Maxymizer allows you to build and launch tests on any public or secure page of your site with no dependence on your IT team. Easy! 
  • Localytics- Localytics provides mobile usage data and analytics for the mobile market. Their real-time analytics allows clients to slice and dice the data in a variety of ways to gain more immediate insight into the usage of mobile applications. Another bonus: Localytics is also cross platform and supports all major systems
When in doubt, think simple
Every website is unique, which is why A/B testing is the perfect solution for finding out ways to increase your conversion rate. While there are many creative ways to test, I suggest you start simple: Take your strengths, tweak a few elements, and analyze the results using the tools above. That way, you will understand the reach of your A/B testing strategy and will be able to adjust accordingly.
Good luck! 
What are your go-to A/B testing methods? For more information, check out all our Optimization Solutions or contact us at info@stratigent.com
By Robby Trosan
About the Author:

Robby Trosan is a Business Analyst at Stratigent 

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