Online merchants are always looking for ways to improve their online shop. Because of this, many experts have researched and tested different design elements to optimize the effectiveness of websites. As researchers learn more about online shoppers, they share their results through infographics, blog articles and more.
With so many website elements you can test, where should you start? Today we’re helping you narrow it down by sharing 6 A/B tests for optimizing your online store.
A/B testing allows online merchants to display one of two versions of their website. By measuring each page’s effectiveness, merchants can determine which design is better at converting customers. But before you dive into these tests, it’s important to know your online store’s current performance. Collect baseline numbers for all the statistics you’d like to track before you start A/B testing these design elements.
1. Homepage Design
Headings - If you currently have headings on your website, test the copy, its size or try removing it altogether.
Slider or Carousel - Is your homepage slider an awesome converter or a boring distraction? VWO, an A/B testing company, believes image sliders are no longer effective. They suggest the following: using a static image, removing the block or simply limiting the number of slides to two.
2. Call to Action or CTA
Color - Research has shown that humans naturally associate color to certain ideas and feelings. Find out what feeling your CTA exhibits, then try different colors to see if they are better converters.
Size - One thing is for sure, your CTA must be clearly visible. However, large CTAs may be distracting and take away from the overall page. A/B test to find the right fit for your website.
Copy - Tempting copy should be used throughout your website, but most especially for CTA buttons. When writing copy, keep in mind works for discount retailers may not convert shoppers on luxury boutiques, so be sure it carries the right tone of voice to target your customer profile.
3. Checkout: Five vs one page
Experts disagree about the effectiveness of a 5 page checkout when compared to a one page checkout. Supporters of the 5 page checkout believe it’s what customers have come to expect. On the other hand, supporters of the one page checkout believe shortening the checkout process decreases shopping cart abandonment.
High resolution images that showcase the product are perfect for product pages. However, are they the most effective? Try each of these product image ideas to see how they convert.
Background – Although white is the most commonly used color, try soft tones that goes well with your product. Adding a warm feel to the image may help lure customers in.
Views – Which angle is your product currently photographed from? Try switching it up! Have you tried a bird’s eye view (from up top) or a side angle view?
Model – Having models showcase your product can help it sell because customers get a feel of what the product will look like on a person. However, models can also distract customers from your product, decreasing your ability to make the sale. A/B test to see which option your customers prefer.
5. Social Proof
Does displaying your social media followers really help build trust in your company? Some shops benefit from displaying trust building elements like payment logos, social media buttons, and security badges. Other shops saw a lift in conversions once they were removed. Find out what works for you.
6. Pricing and Promotions
In our blog post titled, the Phycology of Pricing and Discounts for Ecommerce, we suggest 4 different ideas of product pricing and promotions you can try. However, we must caution that A/B testing pricing and promotions can be risky because customers may believe you are unfairly pricing your products. With that said, we recommend working with a professional when running pricing and promotion tests.
It’s your turn.
Regardless of which A/B test you decide to run first, remember to test one thing at a time. If you’re testing the CTA button, modify the only the text or color but not both. Modifying multiple features will make your data hard to interpret.
Which of these A/B tests are you looking to run? Let us know in the comments below. If you’re already running tests, tell us about your findings. Not an online merchant yet? Get started by downloading the PrestaShop ecommerce software.