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Achieving conversion rate optimization (CRO) isn’t as easy as said. One of the sure-fire techniques to improve CRO is by A/B testing different aspects on your website. However, testing every random element of your website can waste your time and resources. That is, it won’t contribute to revenue generation. So, e-commerce site owners should know what to test.
This blog lists 19+ eCommerce AB testing elements to be optimized this year. But, the first things first.
Your ecommerce store might be running in a reasonably successful manner and generating decent revenue. However, if you are still dubious about your conversion funnel, give A/B testing a try!
Even if you have some idea about where you are messing up, you still can’t decide where to begin A/B testing. That’s why we’ve come up with some elements testing which would be profitable for you. And do remember to keep testing consistently to get the desired conversion optimization outcomes for your site.
The typography on the headings, sales copy, product descriptions, and more on your e-commerce store has been proven to have a major impact on conversions. The aspects of typography that you need to test are the font sizes, their styling, typefaces, and color.
Your headings need to have big-sized letters. So, test different huge font sizes to decide which best suits your audience’s preferences. Larger fonts are legible and tend to work better, but not always.
When it comes to styling, experiment with text formatting, complementary fonts, etc. Also, test sans–serif fonts against serif to find which best attracts the users’ attention. Not all of them of course, only one or two typefaces from the entire lot.
Oftentimes, websites use black text on a white background when it comes to their long-form copy. And when it comes to Calls to Action (CTA), they use some color that stands out. Test to find those color combinations that are appealing to your users.
CTAs are other vital aspects of a website. These have an ultimate effect on the conversions. Here are the ingredients you need to test with regards to CTA.
The visual elements on your e-commerce site are as important as the copy. Nowadays, people are more interested in visual elements and media than text. Here are the things that you need to test with regards to media.
One of the biggest eCommerce marketing mistakes is, not giving much importance to the alignment of media on your e-store. The alignment of media would greatly depend on the text placement. Make sure that they’re complementary. You may even alternate between right and left alignment for the images. Sometimes, a central alignment may work well. So, test what works best for your store.
The written text on your e-commerce sites’ headings, sales copy, product descriptions, etc. can have a greater impact on website conversions. For, it is the message that is conveyed through these that motivates people to take/not take a favorable action.
One of the crucial ecommerce AB testing elements that you shouldn’t miss out on is the heading’s wordings. It can help you identify the most effective phrase in heightening your conversion rates.
Test long-form copy against short-form. While short-form looks attractive to gain the attention of the buyer, some audiences may prefer the long, detailed, and explanatory one. For instance, a Scandinavian gym chain increased its conversions by 11 percent with a shorter copy. But Crazy Egg generated 7.6 percent more and better-quality leads with a long-form copy. So, A/B tests to find your audience’s preference.
Try different strategic placements of User Generated Content (UGC) amidst your body copy. Go for the version that significantly increases the page’s conversions.
Each style of tone viz., humorous, technical, non-technical, authoritative, straightforward, or casual has its own merits and demerits. The key is to find the right fit for your audience. So, A/B tests different tones of content to identify which brings the best results.
Your website’s layout is another vital ecommerce AB testing element. There are three elements you should test in this regard. These include the navigation, the search feature, and the navigation links.
Oftentimes, websites remove the navigation menu from their landing page to eliminate distractions for the visitor as they move through the marketing funnel stages. However, this doesn’t work in all cases. Some sites have found their conversions to go down following the removal of the navigation menu. This is because visitors feel trapped. So, A/B tests to find whether your shoppers prefer your site with or without it.
Searching through your site should be made as quick and easy as possible. A minimalistic design with a single search bar for carrying out manual searches may look inviting. However, providing shoppers with a down menu with clear choices would help shoppers make quick decisions. A/B test to find out which of these two features your audience prefers.
The way you present your navigation can influence how many visitors get to your sales pages (contact form, pricing pages, etc.). So, test the number of links on a page, its positioning, color, etc. to find the optimum of those.
Your product pages’ design and display have a big impact on the conversions. Anything done wrongly can cost you money- making it one of the most significant ecommerce AB testing elements to be optimized.
Experiment with different ways of displaying your product images. You can A/B test a product image that shows an isolated image of the item against a solid background against one that shows a lifestyle (someone while using that product).
You can choose two different views to present your product view to shoppers. One is the list view and the other is the grid view. The former view displays the product pictures on the left side and the respective product info on the right side. The grid view presents thumbnails of product images with a little info about each product right below it. A/B test to find which of the two is preferred by your audience.
E-commerce stores can make more sales by tagging their items on sale with tags such as “new arrival”, “great value”, “up to 50% off”, etc. A/B tests different tags to find the winners so that you can optimize your future marketing efforts accordingly.
While optimizing each element can help maximize your conversions, A/B testing between variations that won’t make significant differences would be just a waste of resources.
So, instead of implementing all ecommerce AB testing elements discussed in this blog, figure out those that are the most crucial in bringing about a favorable change. Also, do remember to keep testing consistently to get the desired conversion optimization results. And that will be profitable for your e-commerce business!
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