When running an online business, there must be times when you consider whether this or that design of your website is optimal, or say, which one has the fullest potential to convert leads to sales. How you can determine that? Here comes what is called “A/B testing”.
A/B testing makes a comparison between two different versions of your site by showcasing both versions to the same customers. Through collecting and analyzing customer responses, A/B testing gives out results which you can base on to decide which version, “A” or “B” can create the most conversions for your site. If your site has more than two versions, you can run the test between the current winning one and the others till you find “the best candidate”.
Changing your website appearance and creating a more attractive site’s look for customers can be one of the basic strategies to boost sales. Most merchants know this. However, this doesn’t mean that it works for all the sites. The sales that your store gains may mainly come from the marketing channels like a blog or social media channels (Facebook, Instagram, etc.), not necessarily stick to how your site looks.
Basing on the traffic that your site is obtaining, you can decide whether using A/B testing is necessary. If your site doesn’t gain a huge amount of traffic, then as per Shopify said, “A/B testing is probably not the best optimization effort for you. You will likely see a higher return on investment (ROI) from conducting user testing or talking to your customers, for example.”. But if you are running a high-traffic website and believe that you can make more money by utilizing A/B testing, just go ahead, embark on it. Right in Shopify App Store, you can find a lot of A/B testing plug-ins which helps you test your audience with price is affordable.
But if you do look for a more comprehensive and effective A/B testing solution for your site and be willing to pay more, you can work with external sites who provide packages that do the A/B testing regularly as per your price choice, like once every two weeks, or once every month. Once you have your site’s A/B testing taken care by the third-party sites, it will free up your time to focus on other tasks of your business.
There is no exact answer to this question as no one can know about your business better than yourself. What you have to test depends on what conversions you want to improve, so keep that in mind and you will know how to get started with A/B testing.
One useful resource that you can find ideas when planning and carrying out A/B testing is Shopify blog. From there, you will see the questions like “Does your store load properly and quickly on every browser? On every device?” and “Are your analytics tools tracking and reporting your data correctly?” These questions will help you to easier figure out need-to-test parts.
In conclusion, A/B testing is an effective tool that you can take advantage to optimize the conversion rate for your online store. If you already had it baked in your site or are intending to get it, don’t forget to check the results routinely, compare them with the previous outcomes so that you can know whether the current version brings you the chance to generate maximum sales.