How to Run an A/B Test for Ecommerce Businesses:
A/B testing, in which two versions of an article are presented to a testing audience to determine which is more beneficial, is a valuable tool that e-commerce owners can use to achieve multiple goals. Not only does it provide valuable insight into what your target audience likes; it also reduces the hassle of making important decisions on your website, increases conversion rates, and more.
While most A/B testing tools have good instructions in their products and knowledge base articles on how to use your specific tool, there are some more general steps you can take to ensure you get results with these tools. Below, we outline the steps to take before and after performing an A / B test to provide the most accurate (and productive) results.
Choose your most important A/B instrument
There are several tools at your disposal for performing A/B testing, two of the most popular being Optimizely (best suited for business customers) and Visual Website Optimizer (VWO). This article provides a comprehensive overview of some of the more popular options (including free Google Analytics!).
When choosing the right testing tool for your business, you need to carefully consider your needs. What’s your badge? What is your experience/experience in the field of similar software? Do you need a wide range of features or just simple implementation and reporting functions? You have a lot of options, so don’t limit yourself to the first tool you find.
Before performing the A / B test
Follow these steps to prepare to set up A/B testing in the testing tool of your choice to make sure the test fits properly:
1. Define the overall goal of your A / B test
Before testing, it is important to choose which criteria to monitor so that you know what to look for in case of success or failure. Think about which part of your website you want to improve. Is your click-through rate lower? Having trouble building an email marketing list? Haven’t you seen many conversions? Choose an area or a reference and set a specific goal for you (for example I want to increase my conversion rate by X%).
2. Record the current performance of your website
Before customizing a website, get statistics on it to get an idea of how it works under normal conditions. What’s your conversion rate? How many clicks do you usually get CTAs? How much do you usually sell in a given period? By pre-registering these statistics, you provide more information by completing the winning variable effectiveness test.
3. Decide which items to test
Choose a variable that you think you want to test to achieve your chosen goal. Some of the most commonly used variables in e-commerce A / B testing are headlines, body text, CTAs, forms, website design, navigation, and SEO tactics (meta descriptions, keyword density, etc.), too. if it can be tempting, use several. addiction. Modifications To find a winning combination faster, it is important not to test too many things at once. If you do, it will be difficult to determine which of your variables were actually responsible for better or lower performance.
4. Set up two test variants
Document specific differences, as you will try to repeat the same variables on each page for each variation. For example, if you are testing a horizontal site menu (A) versus a vertical site menu (B), make sure variant A has a horizontal site menu on each page and variant B uses a vertical menu on each page. . This ensures that the customer experience is comparable throughout the site and that there is no confusion about the factors that determine the results.
5. Test both versions (A and B) at the same time
For simplicity, you want to use variable A for a certain amount of time and then switch to variable B for the same amount of time. For example, suppose you are selling lists. If you run variant A for two weeks and then switch to variant B when a deadly security campaign goes viral on the web, you may see significantly fewer unrelated sales if you use variant B on your website.
6. Enter your details into your A / B testing software
After you have determined and configured the above items, connect all your data to the A / B testing software and set up the test run. Most software should evenly and randomly divide the test hearing into groups A and B for you, so you don’t have to worry about this part of the testing process.
7. Run the test long enough to give meaningful results
The duration of the test may depend on the type of variable, typical site traffic, and other factors. For example, SEO updates take longer to set up and several months to deliver meaningful results, while a high-traffic website that checks the placement of a CTA button will likely take less time to deliver. Determine which variant works best. Think about your users and their experience on the site to determine the right time to test.
While A / B testing may seem like a complicated process at first glance, it’s not that difficult to get started. Once the foundation is in place, most A / B test rigs provide the logistics to run a test. With a better understanding of how to approach A / B testing, you can conduct tests that produce practical and meaningful results.