Although A/B and multivariate tests were once reserved for technical experts, Google introduction of Google Optimize last summer made testing widely accessible. This free tool integrates directly with Google Analytics and lets you conduct simple tests without coding.
As a result, many companies are reaping the benefits of increased ecommerce marketing insights. If you're ready to join them and get started with conversion rate optimization (CRO), we have compiled a list of a few simple but effective tests to get you started.
Color affects emotions at an instinctual level. Over time, we have been conditioned to associate different colors with different experiences. As a result, we develop preferences for specific colors in specific settings.
So how does this translate to your site? When color affects emotion, it can also affect the decisions people make. Some colors motivate action more than others, hence why button colors are often ripe for testing. If you’re looking for a quick test, try experimenting with the color of your "Add to Cart" buttons or home page CTA. This simple adjustment can often have a dramatic impact on your conversion rate.
Call to Action Copy
As we've mentioned in many other blogs, a clear call to action is one of the most important aspects of a successful website. That’s why we love the idea of trying out different button text to see how it can impact your conversion rate.
Say you have a primary CTA button on your eCommerce store home page promoting your new line of snowboards. The standard CTA button might say something like “Shop Now.” Testing alternative copy like “Explore the Collection” or “Find Your Perfect Fit” may end up increasing your click-through rate. That’s the beauty of testing - we really don’t know until we try. But as they say, nothing ventured, nothing gained.
If you’ve run a sale on your eCommerce site, you likely saw an increase in your conversion rate. However, not all sales are created equal. One customer might respond better to a bundle offer instead of a simple percentage off.
Try testing different promotional offers to see their effects on both conversion rate and revenue. While testing, be sure to balance conversion rate and discounts with overall revenue to keep things profitable.
Product images are one of those website elements that can feel straightforward at times. You may think, "if I put my product on a backdrop, get the lighting right and upload it to the site, then I can watch the sales start coming in." If only it were that simple.
Lifestyle photography, isolation photography and 360 photos can all add different effects to a website. Although we have our personal preferences, we don’t also know which performs better. The point here is that there are many different ways to approach imagery and it’s an ideal website element to test. After all, design trends evolve and so do user preferences. Therefore, what worked two years ago might not be as effective now, so it’s important to keep your imagery up to date.
CRO is an ongoing process that, when implemented properly, treats your website like a living, breathing organism. As a result, your website adapts to current customer preferences and remains relevant. That said, A/B and multivariate testing isn’t always as scientific as you might hope.
If you’ve taken a basic statistics class, you most likely remember that sample size is essential to creating a statistically significant finding. That means that you need to have enough traffic to your site to have a result that you can definitely say was caused by the change you made.
Another element to consider when you’re setting up your test is to only test one element at a time. This goes back to attribution and makes it much easier to define exactly what caused your change. Make sure you keep things tidy to ensure a test that you can measure and replicate in the future.
If you have a specific test in mind or would like some help getting things set up, we’re here to assist. In fact, we’re offering a free website assessment that includes recommendations for conversion rate optimization.