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Posted by Brett Romero - 28 August, 2019

How to Increase Sales Using eCommerce A/B Testing

When it comes to the success of your online store, there’s nothing like performance A/B tests to see what’s working and what isn’t. Without testing, you simply won’t know what your most necessary elements are. For example, a certain call to action might be hindering your conversions, but you won’t know this unless you execute tests.

If you’re not sure exactly what to test to increase sales, the short answer is that you need to test pretty much everything. Feeling a tad daunted? Don’t be. Let’s take a look at eCommerce A/B testing to increase sales.

 

Test Your Product images

This one can be complicated. If you think we’re telling you that you need to take multiple shots of the same product to see what works best when it comes to conversions, the bad news is that we are.

Even the slightest change in a model’s position can transition consumer perception about your products, while things like lighting and angles matter.

So spend some time taking different photos of your products and then test them on your product pages to see what consequence they have on conversions.

Test Your Social Login

Is your social login really crucial to your sales? According to MailChimp, it isn’t crucial to theirs.

Nevertheless, just because the email autoresponder found that social logins don’t really work on their site, that doesn’t mean they won’t work on yours.

So spend some time testing and collecting data about the usefulness of social logins to maximize eCommerce sales.

Test Your Product Prices

By this, we don’t mean that you should experiment with changing the actual prices of your products. Rather, you should test the way your pricing looks.

For example, your customers might think that $1.700.00 looks more expensive than $1700, and it might turn them off.

You might even find via your testing that removing the ‘$’ sign leads to an increase in sales. There has even been research that shows prices which end with the number 9 outsell lower prices.

It’s all about perceived pricing. Take some time to test the way you present your prices and how effective they are on your overall sales.

Test Product Recommendations

Product proposals are meant to have a positive effect on sales, especially when the recommendations are tailored and super specific to the individual customer. However, the way you present your product recommendations really matters.

For example, you could experiment with 3 different versions of your website. One shows related products after a customer has added an item to their cart, while a second shows related products on the product pages themselves (like Amazon do).

A third, meanwhile, contains zero cross-sells or up-sells. You might find that this third type works best as there are no distractions at all. You won’t really know what works, however, until you do some testing.

Test Your Call to Action

Got a call to action on your landing page? You need to test it to make sure you’re driving as many conversions as possible. After all, the call to action is the money maker.

There are all kinds of things you can test when it comes to your call to action, from the shape to the text.

Here are some things you can test: 

  • Use action-oriented text - Phrases like “get” and “reserve” can push a consumer towards a purchase. Also test how many words you should be using. Will five cut it? Or do you need more?
  • Nail the colors - The colors of your call to action matter. Contrast the button with the text and the background and make sure the colors are distinguished from your usual brand colors (otherwise it might not be recognized as a call to action button)
  • Get the shape right - Should you go with a round shape or a square shape? Who really knows until you test matters! Both styles work well but it’s important that you execute A/B tests on the shape of your call to action button to ensure you secure as many conversions as possible
  • The size of the text is crucial - The last thing you want is a button that is obnoxiously large or a button that’s too small to even see
  • The positioning matters - It’s good practice to place a call to action above the fold. But does this actually work for you?

 

Test Your Checkout Page

 The checkout page shouldn’t be too hard to get correct, right? After all, your customers have already put their items into a cart and are ready to make a purchase.

The stats suggest something different. Cart abandonment rates are super high, which shows that checkout pages are usually poorly optimized.

Take a look at yours and consider testing thing such as your payment gateways. For example, does adding a POS card reader boost sales? What effect does limiting the amount of payment options have on sales?

Experiment with guest checkout too, and see how many distractions/elements you can remove from your page for best results.

Test Your Add to Cart Button

Desire more people to add items to their cart? Of course you do. That’s the real objective here. As such, it’s important that you test your add to cart button to see how effective it is - and how effective it has the possibility to be.

There isn’t much to say about what color (s) you should go with, other than they need to contrast wildly with your ordinary brand colors. And while the studies show that 32% of eCommerce companies use orange add to cart buttons and just 24% use blue, the differences are too narrow to dictate what you should do.

What should you do? Perform tests to see what works best.

Test Your Reviews

Of course, reviews matter. But in what way?

For example, does it help or hinder your sales if you have zero negative reviews on your product pages? And what kind of influence does the positioning of the reviews have on your sales?

Would it irritate or delight customers if you displayed pop-ups of positive reviews while they were browsing your products?

Test Security Badges

Like online reviews, security badges matter, of course. But again - where should they be positioned, and how many do you need?

You need to display at least one security badge, but going overboard can remind the customer that they’re giving away private information here, and they might decide to bail out. It’s the same with adding a money back guarantee. Does it impact conversions for better or for worse?

Conclusion

There’s a lot to do, but the good news is that once you’ve performed a few tests you’ll be in a much stronger position going forward. Don’t stop there. Keep testing, keep tweaking and keep increasing those sales. Keep growing your eCommerce today. 

B2B Comparison Guide 

About the author: 
Michelle Deery the content writer and editor for Heroic Search, a link building agency based in Tulsa. She produces web content that converts website users into shoppers. Her content has been published in Entrepreneur. You can find her on Twitter.

Topics: Sales, Sales & Marketing, ecommerce

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