Maximizing Sales Using A/B Testing
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Transcript of Maximizing Sales Using A/B Testing
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
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