Optimization:<\/strong> Process of improving elements to increase conversions.<\/li>\n<\/ol>\n\n\n\nWhy do we do A\/B testing?<\/h2>\n\n\n\n
A\/B testing provides lots of good results and benefits, so it’s no wonder that it has become a mainstay of conversion optimization. Here are some examples of how A\/B testing can help your ecommerce business.<\/p>\n\n\n\n
Benefits of A\/B testing<\/h3>\n\n\n\n
Regular and iterative A\/B testing can improve your conversion rates quickly and in the long run. Here\u2019s how:<\/p>\n\n\n\n
Decreased bounce rate<\/h4>\n\n\n\n
By creating different versions of the same page (or button, subject line, etc.), you can measure results, make changes, and keep visitors interested \u2014lowering your bounce rate.<\/p>\n\n\n\n
Increased engagement<\/h4>\n\n\n\n
As you move through testing cycles you will be updating your site with \u201cwinning\u201d variables that increase clicks, conversions, etc. You move away from variables that increase the number of browsers on your site, and towards the variables that increase the number of engaged customers.<\/p>\n\n\n\n
Better content<\/h4>\n\n\n\n
A\/B testing will show you what your customers want to watch, read, or listen to. And the more valuable information you can provide them, the more people will purchase from your brand. <\/p>\n\n\n\n
Lower cart and checkout abandonment rates<\/h4>\n\n\n\n
By testing the variables in your check-out process, you can find the simplest and most effective route for people so they\u2019re more likely to complete their purchase.<\/p>\n\n\n\n
More efficient navigation and checkout<\/h4>\n\n\n\n
Things like confusing navigation and a clunky checkout process don\u2019t go over well with customers. They\u2019re less likely to stay on your site, let alone complete an order. A\/B testing allows you to optimize your site for UX.<\/p>\n\n\n\n
A\/B testing is one of the most surefire ways to make effective changes to your website, app, and marketing materials. But how do you decide when and what to test? <\/p>\n\n\n\n
How do you know if you should do A\/B testing? <\/h2>\n\n\n\n
In an ideal world, ecommerce companies would be continuously running A\/B tests in order to make data-based decisions rather than intuition-based alone. <\/p>\n\n\n\n
In fact, that’s why we designed and launched our Digital Experience Optimization Program\u2122<\/a>, to help digital leaders understand which optimization practices will help them scale. But we realize that’s not always an option, so here’s how to determine whether or not A\/B testing is right for your business at the moment.<\/p>\n\n\n\nWhen to run an A\/B test<\/h3>\n\n\n\n
While this isn\u2019t an exhaustive list, here are a few instances when A\/B testing is imperative to brand recognition, business growth, and keeping churn low. <\/p>\n\n\n\n
Changing a feature or service<\/h4>\n\n\n\n
Anytime you change a feature or a service, you should be A\/B testing. Why? Before you invest in rolling out a new feature, you want to make sure it works. <\/p>\n\n\n\n
Same is true for anything. If you love fishing wouldn\u2019t you test out a few worms or hooks from a new store and make sure you get some bites before you buy in bulk? <\/p>\n\n\n\n
Sluggish (or falling) conversion rate<\/h4>\n\n\n\n
A dropping conversion rate should cause some concern. When this happens on your site, rule out external influences like seasonality. Then review your marketing efforts to see if you are investing in unqualified traffic. <\/p>\n\n\n\n
Once those major factors are ruled out, make a plan to begin A\/B testing. Identify the specific goal(s) that isn\u2019t being met and <\/em>come up with a viable hypothesis. <\/p>\n\n\n\nRemember: Although you use A\/B testing to improve your conversion rate, A\/B testing doesn\u2019t optimize conversions; it optimizes all the little pieces of the puzzle. <\/p>\n\n\n\n