Maximizing SalesUsing A/B Testing

Three Quotes FromShopify Stores

Re-arranging the menu increased total page visits per user

by 30%1

Trisha Roy (Barn & Willow)

Changing the featured pictures from the product itself to models

wearing the product, transactions increased 1.5%.

1Maureen Wilkie (Beltcraft)

By showing only two products instead of

four, we dramatically increased our sales

1David Lipovkov (KeepGo.com)

The Need for A/B Testing

Many Possible Reasons4 Maybe more traffic?

4 Maybe the images you picked were better?

4 Maybe the order of the products you showed were different.

4 Maybe the products you featured were different?

4 Maybe it was that people were less distracted by the menu bar?

$300,000,000 buttonhttp://www.uie.com/articles/three_hund_million_button/

Entire redesigns are expensive and risky

What is A/B testing

What is a conversion?Something measurable that you want to improve:

4 Total revenue

4 Number of people looking at products

4 Total people adding products to cart

Control = Original Version

Variation = The New Change You're Testing

How the analytics work

1. When a visitor visits your store, Visual Website Optimizer puts a cookie in the visitor's browser so it remembers which version it showed them.

2. When they come back, they are always shown the same version.

3. When the visitor converts (say a checkout page), it looks to see which variation of the page the visitor looked at and adds that conversion to that variation

Example

Optimizely Installation 1Just Google "Optimizely Shopify"

1 Optimizely Reference: https://help.optimizely.com/hc/en-us/articles/200040505-Implementing-Optimizely-on-a-CMS-or-e-commerce-platform#shopify

1. Create your account

2. Make a campaign and make your change

3. Add code to your store

Let's test it

Incognito

Analyzing the results

Now go and try it out!

"What should I test?"

Conversion Best Practises+

Google Analytics+

User Experience Design=

Testing Plan

Some Usual suspects1. Changing a headline (Edit text)

2. Showing categories vs product (Removing/Hiding Elements)

3. Background image

4. Call to action location

5. Call to action text

Analytics+

Conversion=

Jevin Maltais

Want Traffic?Better Conversions?

101 E-Commerce Conversion Ideas

EcommerceGrowthWeekly.com

Sign up now!