At present, every business requires a website. A website is an excellent method to gain more traffic and increase the revenue of your business. However, the road is not that simple! You must take care of certain factors that can help to boost the traffic and hence conversion rates.
It is not only about appealing images, videos, and graphics on the site. Instead, specific calculative analytics and data help you achieve the expected outcome.
Furthermore, you can hit and try several approaches that may or may not give you the preferred outcome, but with A/B testing, you can be rest assured to gain positive results.
A/B testing helps you understand the mechanics and analytics to make effective changes to your website.
The question is, what is A/B testing and how can it help you progress your business!
Let’s learn!
What is A/B Testing?
A/B testing is a sort of experimentation on the website. In this procedure, you can compare two or more versions of web pages to calculate which version performs better. Simple!
With A/B testing, you can test different design variations, content, navigation, and much more. Based on the accumulated data of different versions, you can make an informed decision further.
Moving on, the main page or the original page or site that remains the same before and during the testing is known as ‘Control’. The changed or the modified version of the page or the site that contains the changes is known as a ‘Variant.’
Benefits of A/B Testing
There are several benefits associated with A/B testing that can boost your e-commerce business. We are entailing the list below.
- Increased conversion rates
- Fewer bounce rates
- More user engagement
- Better content
- Easy analysis of the site
- Less risk
- Fast results
- More sales
- Multifunctional quality
Increase conversion rates: Conversion means when your visitor converts into a customer. With A/B testing, you can get effective results to accomplish higher conversion rates. Comparing two versions will provide precise results as to what works and what does not. Therefore, your website will become optimized and provide you with more leads.
Fewer bounce rates: Increased bounce rates are always disheartening. It means that your visitors are not spending time reviewing the content of your website. To avoid the same, you can carry out several changes in the respective web pages such as design, fonts, headlines, images, etc. A/B testing helps you understand which combination of elements best serves you. Therefore, the better version of the site results in fewer bounce rates.
More user engagement: After understanding the analytics, it is easier to learn which elements will attract users. It would result in more clicks, conversion minutes, etc. Therefore, your site will get more user engagement.
Better content: Content is everything that a user sees on the website. It must be valuable and informative. Moreover, refined content will attract visitors, and more people will be interested in purchasing from your website. Hence, you can improvise the same by testing and understanding the analytics via A/B testing.
Easy analysis of the site: A/B testing provides a complete analysis of the data of both the control and variation versions of the website. It is easier to implement the changes and wait for the results with this information.
Less risk: There are several cases where making changes on your side can cost you considerable amounts, and there is no guarantee of positive outcomes. But in the case of A/B testing, you can avoid such risks by targeting only specific resources to attain maximum efficiency. It further results in enhanced ROI too.
Fast Results: Expect quick results with A/B testing. It saves your time and is highly reliable.
More Sales: With other benefits such as fewer bounce rates, more conversion rates, and better engagement, the website can get more sales for the business. After all, this is the ultimate goal of every venture.
Multifunctional Quality: With A/B testing, you can test various methods and techniques on images, forms, texts, etc. it is easier to find a combination that attracts readers and leads to better conversion rates.
Best A/B Testing Examples
While testing,
- Concentrate on one problem to solve.
- Focus on fulfilling metrics such as higher conversion rates, fewer bounce rates, etc.
- Create a compelling hypothesis.
Moreover, you can incorporate some examples and changes such as:
- Use more feature images related to blog posts, and it will result in less bounce rate.
- Welcome your customers by sending personalized emails and messages.
- To escalate the mobile app retention rates, try switching the number of notifications to 2 times per day.
- Groove’s Landing Page Design
- Humana’s Site Banners
- HelloFresh Menu Display
- Grene Mini Cart
- WorkZone’s Testimonials
- Zalora’s Product Pages Optimization
- PayU Data-Driven A/B Testing
- WallMonkeys
Groove’s Landing Page Design
Initially, the landing page of Groove was only converting at the rate of 2.3%. The reason was unknown to them. Therefore, they started to dig down. After much research and consultation with the marketing professionals, they figured out that messaging was the core impediment to their goal of higher conversion rates.
Gradually, the company planned to contact the customers and understand their requirements directly.
The team rebuilt the landing page as per the review by the audience. After redesigning and implementing the gathered analytics, they launched the newer version of the landing page.
It ultimately resulted in a raised conversion rate of 4.7%.
Humana’s Site Banners
Humana is a healthcare insurance provider that initialized to modify its site’s banners. Banners play a crucial part in the website. It directly catches the attention of the audience. Therefore, it can either be highly beneficial or a complete fail.
The company implemented several changes on the ‘variation’ page with a clear and concise message. Previously, the banner showcased weakly designed and confusing content. With this modification, the website received a massive increase of 433% click throughs compared to the ‘control’ page.
After this stunning success, the company again launched a new version to check the CTA.
The simple change in the language of the CTA text increased 192% clickthrough.
HelloFresh Menu Display
The company HelloFresh delivers recipes worldwide. It became a successful venture. However, the app became inconvenient for the users to navigate. This led to lesser user engagement and hence, lesser revenue.
To pluck out this impediment, the business started to focus on redesigning the menu pages. They initialized an experiment to compare the impact of the newer version. The objective was to make navigation more accessible and more user-friendly.
The final version contributed to a 7% increase in the upselling revenue of the company.
Grene Mini Cart
Grene is a famous e-commerce brand. It is popular for selling agriculture-related products. The company noticed an increased bounce rate and figured out the reason behind it; the mini cart page.
The CTA button ‘Free delivery’ was misleading to the audience. Moreover, it wasn’t easy to see the total amount of each product in the cart.
The company carried out A/B testing and made modifications to solve these issues.
They added a more straightforward language to the CTA button and made it bold to be more prominent. Furthermore, it also showed the total value of every product clearly. These changes reflected tremendous positive outcomes.
- Higher conversion rates to 1.96%.
- Higher purchasing quantity of products.
- Lesser bounce rates on the cart page.
WorkZone Testimonials
WorkZone is a software company based in the United States of America. It delivers documentation collaboration tools and project management solutions.
Gradually, the company realized that the testimonial logos were suppressing their forms. The company implemented a customer review section beside the demo request form, which led to lesser user engagement. To rectify this problem, The company changed the testimonial logo and transformed it into a black and white logo.
After studying the analytics of both the control and the variation page, The company saw a 34% boost in form submissions.
That’s right, by just changing the colored logo to a black and white one, the user engagement escalated massively.
Zalora’s Product Pages Optimization
Zalora is an online fashion retailer. It is an e-commerce store famous for selling fashion and beauty products. For further improvements, the company frequently carries out A/B tests.
One such test stood out from the rest – redesigning the product pages.
The variation version of the web page highlighted the most impressive features of the brand, such as free delivery services and return policies. Moreover, the company realized that the users were unaware of the free return policy due to the weak representation of this feature on the page.
After testing the variation page, the company found that by adding a simple call to action button, the checkout rate increased to 12.3%.
PayU Data-Driven A/B Testing
PayU is an Indian fintech company. It is popularly known for providing financial solutions to merchants in the markets.
The company’s ultimate aim is to provide a user-friendly and straightforward payment checkout page. However, they found out that many visitors were leaving that page. This was impacting the overall revenue and sales of PayU. After noticing this flaw, the company decided to take steps to resolve this issue. Initially, the checkout page asked for both the mobile number and the customer’s email id. Later, the team removed the email id column and saw a tremendous change.
PayU’s variation page managed to boost the conversion rate by 5.8%.
WallMonkeys
WallMonekeys is a popular business that sells wall decor and murals. Due to the inability to reach the targeted conversion rates, the company decided to run some A/B tests and find out the core reason behind this issue.
The feature image of the homepage was appealing. However, the version page showed more features and benefits of products. By analyzing the results, it was clear that users were scrolling between logo, headline, navigation search bar, and CTA. This added information attracted the visitors. Furthermore, they also switched from the slider bar to the search bar.
By simply modifying the feature image, WallMonekys achieved a rise in the conversion rate by 27%. And on the other hand, adding a search bar resulted in a staggering 550% increase in their business.
Both these changes helped enhance the user experience and increase the profit potential of the company.
Concluding Remarks
Guesswork is not an efficient option nor saves your time. Only a data-driven approach will benefit you if you wish to boost your conversion rates and sales. This is where A/B testing comes into the picture.
A/B testing is simple to implement on your website. It requires effort and proper research to discover the anomalies and rectify them. Moreover, it is possible to run A/B tests on multiple pages simultaneously. We recommend you begin testing on the web pages receiving higher traffic instead of those that are not.
It would be best to focus on the landing pages, checkout pages, product pages, etc. Furthermore, A/B tests show you what works with the audience and what does not! Learn how to communicate with the customers, and it will be a win-win situation for you.
As you analyzed above with the examples, the A/B test can push your company to reach heights if you follow the correct approach.
Be smart. Choose the A/B test!
My name is Vijay Singh Khatri, and I enjoy meeting new people and finding ways to help them have an uplifting experience. I have had a variety of customer service opportunities, through which I was able to have fewer returned products and increased repeat customers when compared with co-workers.
