We’ve received two interesting questions from a new conversion rate optimization (eCommerce AB Testing) client. Let us share those questions with you for further brainstorming. Here we go!
Question 01. Which page should we consider to start our eCommerce AB testing?
Depending on the website’s traffic and sales funnel you can plan your A/B testing.
Let assume on your home page thousands of users visiting per month. With a conversion rate of 2%, you are generating 2o sales per month.
Whereas, for a checkout page with 1000 traffic per month, you can expect more than 2% conversion rate. In most of the websites checkout page conversion rate is more than 10%.
Hence, the checkout page’s value is much higher than the home page. If you focus on the checkout page and start A/B testing then quickly you can see a real impact on sales.
For any marketing activities, the main goal is to motivate users to place an order. The final stage of the sales funnel is the checkout page. So, if you start from bottom of the sales funnel to top then you will feel confident and can see the impact.
So, we’ll recommend you to start the eCommerce AB Testing on the checkout page. A checkout page is a crucial page. So you need to tackle the test carefully. If you make test implementation error then your customers can face the problem. Customers can have difficulty at placing an order.
If you hire a professional conversion optimization team then start with cart page. This will help you to understand the impact of A/B testing on real life.
Question 02. Also, The big banners on the website don’t give much except looking good. Instead of the banners we can have “the deal of the week” or month.
What do you think?
Would this also be good for eCommerce AB Testing?
Home page’s big banner is good iff it displays information that users are expecting. A general nice looking banner will not impact positively on conversion.
You need to make a statistically driven hypothesis, plan and strategy. The home page A/B testing can only show positive response iff you have a clear analysis of data.
Changing a banner using gut feeling is not enough. You can create a split testing with “the deal of the week” vs the current page. But we’ll suggest you to consider the statistical data.
We can guide you to create an engaging banner or other cosmetic changes on the home page. This can be a good start if you personally want to execute the A/B testing.
Besides the home page, you can consider high traffic product pages as your test subject. You can also check the Google Analytics data and can list all the high-value pages. These high valued pages you can consider as A/B testing landing pages.
So, you can start your testing campaign with 2 tests. The first eCommerce AB Testing is for the home page and the second one for the high traffic driven product page. If you feel comfortable testing on the cart page, you should give it a try!
You should also know the technical term of conversion optimization. When one says 25% relative conversion increased on a test campaign. They mean, comparing to previous performance the sales or lead generation increased by 25%.
For example, assume home page’s recent conversion rate is 2%. After A/B testing, the conversion rate increased to 3%. This means, relatively conversion rate increased by 50%.
But this doesn’t mean that total sales/revenue of the whole website increased by 50%. The total website traffic means the traffic on home page and internal pages combined. The conversion increase on home page has small impact on the entire site.
Understanding the basic concept of relative conversion reduces confusion. So, if you have any further questions let us know.