Have you ever had an idea for your eCommerce business, thought it was a great idea, and wished there were a way to put that idea to the test before rolling it out permanently? A way you could test an idea’s effectiveness against current models to gauge its value before investing in it too heavily?
Good news – you can, and it’s called A/B testing.
A/B testing is an impressively effective way to try out new ideas for site design and processes before you decide which route to take, and it will give you real insight into customer behavior; what they like, what works, and what doesn’t work.
Yet, interestingly, not every business puts the value of A/B testing into action. If you need a little more convincing, consider the following ways A/B testing can benefit your website.
1. Lower Your Bounce Rate
Setting up an A/B scheme for, say, your homepage, whereby you can test customer preferences might not tell you, on its surface, what exact features appeal to customers, but you will know that one will have a lower bounce rate. Go with the design that would offer a lower bounce rate for an automatic improvement in customer retention. With the right resources, you can even make A/B testing an ongoing process to improve website design and user experience for a lower bounce rate.
2. Better Brand Integration
A/B testing won’t, on its surface, provide you with metrics about which version of your website does a better job with brand integration, but you will see which version customers prefer, and that will give you insight into your target market. After A/B testing, you’ll know better which version of your website appeals best to your target audience and will end up with a version of your website which is more successfully branded.
3. Mitigate Risks Posed by Changes
If you are weighing a change to some of the processes or layout of your website, you can mitigate some of them with some precursory A/B testing. For example, if you are going to restructure your website and change something like the checkout process, performing A/B testing of the checkout process will let you know if the new scheme will fly or fail. Rather than rolling out a new process without testing it first, you can help forestall moves that might have grave consequences for your conversion rate.
4. Identify Appealing Content
The content that appears on the pages of your online store in the form of product information, blog posts, and promotional copy can all influence your customers’ decisions to purchase, create accounts, sign up for a newsletter or other programs, and more. By varying some of that copy through A/B testing, you can target which styles are most effective in converting your intended audience. It can help you key in on a style that is best aligned with your customers’ preferences.
5. Identify Weaknesses in Your Web Design
By following customer movements and comparing sessions and bounce rate between pages that are being tested, you can identify weaknesses in your website design. For example, A/B testing can allow you to uncover pages on your website that could be performing better than they currently are, even if you are A/B testing for a different reason. The way visitors interact with your website can give you some clues about weaknesses in navigation and structure that you might otherwise never have noticed.
6. Improve Customer Satisfaction
While there are a number of reasons why you would want to conduct A/B testing, such as for checkout processes, navigational features, or to see which content is most appealing, invariably you will be able to choose the better option, which will result in higher overall customer satisfaction and improved user experience.
Regardless of the eCommerce platform you use, there are a number of situations in which A/B testing is highly recommended to determine the best course of action to take in the long run. We’ve built a number of successful websites for clients in a number of industries on proven platforms like Shopify and BigCommerce, as well as on open-source platforms like Magento and Volusion.
We know what it takes to appeal to a multitude of very different audiences with different backgrounds and interests and we’ve keyed in on the design elements that go into the making of a successful website. Regardless of your industry or the platform you use, we can help you with Shopify custom design, BigCommerce customization and development, and more.
Whether you’re looking to take your BigCommerce store or your Shopify design to the next level to satisfy your customers and increase conversions, we can help. Give our specialists a call today at 855-884-2078. Let us know what your needs are and we’ll put together a game plan.
- Michael Esposito
- June 26, 2020