But, before we go any further, what is A\/B testing<\/strong>? <\/p>\n\n\n <\/a>\n\n\n In a nutshell, eCommerce A\/B testing is a process of comparing two variants of a web page, email, or just about any other element against each other to find out which one brings home the bacon and which one should be ditched.<\/p>\n\n<\/div>\n\n\n Now that you know what is in store for you, grab yourself a cup of coffee and get comfy, because this guide is your life for the next 20 minutes. <\/p>\n\n\n\n Ready? Let’s take a closer look at what\u2019s inside. <\/p>\n\n\n<\/a> The benefits of A\/B testing are pretty obvious, aren\u2019t they? These are increased traffic to your website, better conversions, lower bounce rates, improved user engagement, reduced cart abandonment, just to name a few. I\u2019m sure you know them already.<\/p>\n\n\n\n But my gut says that there\u2019s still something that holds you back from all of the good stuff that awaits you in the world of A\/B testing. You feel a bit skeptical about this strategy, don\u2019t you?<\/p>\n\n\n\n I know the feeling. And this is why I won\u2019t elaborate on the things that may seem obvious, but rather focus your attention on some of the most crucial benefits that will push your business toward A\/B testing.<\/p>\n\n\n\n Without further ado, here are my ideas: <\/p>\n\n\n As a business owner, you are likely to be too pressed for time to opt for yet another strategy, especially if you are not 100% sure about the outcome. <\/p>\n\n\n\n This is not the case for A\/B testing. <\/p>\n\n\n\n Even a relatively small change can provide visible, actionable results. Bonus: you can do it with zero or little investment. <\/p>\n\n\n\n This makes this strategy a good fit both for small businesses running on a tight budget and for enterprise ones having a lot of plates spinning in the air. <\/p>\n\n\n Neither the community you serve as a business owner nor your competitors will let you stay put. You\u2019ve got to be hustling, serving your customers on the go, and fulfilling their most exquisite needs. <\/p>\n\n\n\n Have you already noticed that vanishing content is becoming more and more trendy? <\/p>\n\n\n\n Immediacy brings about the highest engagement, as it feels more authentic and secure. And business owners have to adjust to the changing environment.<\/p>\n\n\n\n The same about landing page design, which is never static. We just optimized our websites to perform nicely on mobile devices, keeping things simple and consistent, when another trend came over \u2014 now you have to get your customers involved with interactive elements?! <\/p>\n\n\n\n Could you have predicted this shift with A\/B testing? You bet! <\/p>\n\n\n\n You have to continuously adjust your website as well as the overall strategy to your changing environment. <\/p>\n\n\n Ideally, all the changes to your eCommerce website structure and layout should be well informed. But it\u2019s in an ideal world. We all know how it happens in real life \u2014 some changes are implemented in a hit and miss fashion. <\/p>\n\n\n\n Following your gut is good, but basing marketing decisions around data and A\/B tests is a less risky investment.<\/p>\n\n\n\n Just think about it for a moment. You don\u2019t want to lose your revenue because of a tiny discrepancy between your inner sense and your customers\u2019 expectations.<\/p>\n\n\n\n Additional Resources: <\/strong> There are a number of different elements that you can test using the A\/B testing technique \u2014 from call-to-action buttons to the navigation paths. <\/p>\n\n\n\n But all these types of A\/B tests will ultimately come down to just a few. These are:<\/p>\n\n\n This is the most primitive A\/B test, one that doesn’t require too much of an effort. You test the variations of various elements of a single page, such as images, headlines, CTAs, and the like.<\/p>\n\n\n\n The biggest misconception about element-level testing is that you should test one element at a time<\/a>. Don\u2019t get me wrong. It will definitely help you figure out which particular change makes a difference in your lead conversions.<\/p>\n\n\n\n But what\u2019s in it for you if you don\u2019t see any significant revenue growth? Don\u2019t get me wrong, it\u2019s a good idea, but it won\u2019t get you anywhere. Minor changes generally lead to inconspicuous results. <\/p>\n\n\n\n Even worse, if you only keep on trying small element testing, inconclusive results and puzzling outcomes will soon discourage you and push you to quit your entire testing program. <\/p>\n\n\n\n This brings us to the next point.<\/p>\n\n\n Page-level testing, also called multivariate testing, presumes that you are testing several elements at the same time. <\/p>\n\n\n\n At this level, you compare different page layouts or several combinations of elements on the same page. This type of testing is proved to be more effective, though rather complicated.<\/p>\n\n\n\n Note:<\/strong> Multivariate testing is recommended only for the stores with a large number of daily visitors. Otherwise, it may take ages to obtain meaningful data from the test.<\/p>\n\n\n Gee, that\u2019s the tough one. I promise. <\/p>\n\n\n\n It implies testing several navigation paths for your customer around the website. <\/p>\n\n\n\n For example, you test two different types of navigation menus, or product filters, or categories. Alternatively, you can compare a one-step-checkout with a multi-step one.<\/p>\n\n\n\n This sort of testing brings about major changes to your store\u2019s look and feel, to say nothing of the amount of effort it requires from the development team to make. <\/p>\n\n\n\n However, done right, it can have the highest impact.<\/p>\n\n\n You can infinitely change the color of your CTAs and follow your customers\u2019 steps to find out what it is that vows them most of all. But what if the issue is way deeper than you think? What if you should change the approach to business development? <\/p>\n\n\n\n As a business owner, you may already have a bunch of rules that you follow running your A\/B testing campaigns. You weren\u2019t born yesterday, after all. And even if you are new to the party, your gut probably tells you that: <\/p>\n\n\n\n I won\u2019t kill your time describing the hackneyed rules for A\/B testing<\/a> that are copied and pasted over and over again on multiple online resources. You know them already. I\u2019d rather give attention to the less evident things related, say, to buyer psychology or silly mistakes that always get overlooked.<\/p>\n\n\n\n Off we go! No fluff. I promise. <\/p>\n\n\n If you are looking to go from 0.001% to 11% conversion rate, you must put together a solid and coherent content strategy. <\/p>\n\n\n\n This may sound like an obvious thing to go for, but it is often overlooked and buried deep under the massive A\/B and split testing campaigns. <\/p>\n\n\n\n Don\u2019t rush to spend thousands of dollars on landing page redesign, content updates, and navigation re-make. Take a moment to ponder on the following questions instead:<\/p>\n\n\n\n The A\/B testing is not about the amount of data collected but about the quality and transparency of the results. <\/p>\n\n\n\n If you launch a new A\/B test every other day, it means you might not pay due consideration to the analyses of the results. Or vice versa: If you spend more than 20% of your time doing pure analytics reporting, then you are wasting your company\u2019s time. <\/p>\n\n\n\n What I know for sure is that there should be some kind of a balance between analyses and the number of tests.<\/p>\n\n\n\n Your goal is definitely NOT just collecting raw data. You want to nail it. But don\u2019t push yourself too hard. It won\u2019t bring you any good either.<\/p>\n\n\n\n Run another A\/B test, maybe?<\/p>\n\n\n<\/a> Before you put any effort into A\/B testing, you should make sure that there is actual scientific research behind your theory that backs up your test. Otherwise, you are just guessing.<\/p>\n\n\n\n What\u2019s in it for you? <\/p>\n\n\n\n Fear of failure is just your ego talking. Don\u2019t be afraid to fail. But be ready for it. <\/p>\n\n\n\n Even if your A\/B testing experiment is technically a winner, it doesn\u2019t mean that your customers won\u2019t curse.<\/p>\n\n\n \n I. Why Do You Really Need to Do A\/B Testing? <\/h2>\n\n\n\n
\n 1. The Results Will Come in Quickly <\/h3>\n\n\n\n
\n 2. Change Is the Only Constant; You Should Be Part of It <\/h3>\n\n\n\n
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\n 3. Avoid Ineffective Decisions Before It\u2019s Too Late <\/h3>\n\n\n\n
The Importance of A\/B Testing: 10 Benefits of AB Testing<\/a> <\/p>\n\n\n<\/a>\n II. Types of A\/B Testing <\/h2>\n\n\n\n
\n 1. Element-Level Testing <\/h3>\n\n\n
![\"Element-Level](\"https:\/\/www.x-cart.com\/img\/26074\/Page-Level_Testing-p500.webp)
<\/picture> <\/figure>\n <\/div>\n \n\n\n\n
\n 2. Page-Level Testing <\/h3>\n\n\n
![\"Page-Level](\"https:\/\/www.x-cart.com\/img\/26073\/Element-Level_Testing-p500.webp)
<\/picture> <\/figure>\n <\/div>\n \n\n\n\n
\n 3. Visitor Flow Testing <\/h3>\n\n\n\n
\n 4. Overall Strategy Testing <\/h3>\n\n\n\n
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\n III. Essential Things To Consider Launching an A\/B Testing Campaign <\/h2>\n\n\n\n
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\n 1. Tie Your Website Together With a Strong Narrative <\/h3>\n\n\n\n
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\n 2. Do Not Run A\/B Tests for the Sake of Data <\/h3>\n\n\n\n
\n 3. Pre-Test Data Should Be at the Heart of A\/B Testing <\/h3>\n\n\n\n
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\n 4. Be Ready to Fail (Cause Sometimes It\u2019s Inevitable) <\/h3>\n\n\n\n