How to Increase Your Product Page Conversion Rates With A/B Testing

How to Increase Your Product Page Conversion Rates With A/B Testing (Guest Post)

How to Increase Your Product Page Conversion Rates With A/B Testing (Guest Post)
How to Increase Your Product Page Conversion Rates With A/B Testing (Guest Post)

A/B testing is an important iterative process to ensure that your e-commerce web pages have optimized conversion rates. It enables you to test certain elements on your page to ensure visitors are converted into buyers, allowing your business to grow and generate more profits. This is why learning how to increase your product page conversion rates with A/B testing is important.

So you have an online e-commerce business and think you could do better? No fear, we can give you great tips to increase your conversion rate using A/B testing!

For those who don’t know, conversion is normally defined as a purchase. A conversion rate is, therefore, is a ratio of how many browsers convert into buyers when they go onto your website. The conversion rate is such an important metric to optimize to ensure that you’re maximizing your online business potential. We can give you the know-how, so keep reading…

Importance of High-conversion E-commerce

You may think that customers looking for a specific product(s) will stumble onto your site and just click buy.

This is not true!

An experience which is untidy, untrustworthy, or does not prove its value to the customer can cause them to leave, even if they were considering “add to cart”. It is critical to optimize your website to ensure visitors travel the purchase journey smoothly.

Conversion rate optimization (CRO) is the practice of tweaking digital experience in order to maximize conversions. It is about making the most effective use of the traffic that lands on your site’s product pages; ultimately boosting the bottom-line. Whilst CRO audits are welcome, it’s important to know that CRO must be an ongoing process.

Best Practices for High-conversion Product Pages

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Image Credit: Hubspot

You may want to optimize your conversion rate but do not know where to begin. There are a plethora of things you could do to increase conversion rate, from changing your font to the layout of the whole site. Here are some common ideas for improving conversions…

  • Focus on your images: A picture speaks a thousand words. Visuals are critical.
  • Strong call-to-action (CTAs): Work on your hooks and their placement.
  • Clear explainer video: Users will understand your features and benefits quicker.
  • Have fun with language and play with psychology: Grab the attention with product descriptions and seek originality.
  • Formulate punchy headlines for content and products: Useful, unique, and memorable.
  • Simplify your contact form: Less is more. Also, consider adding live chat.
  • Experiment with buttons: Create differentiation between different elements and actions.
  • Integrate testimonials: Show the proof in the pudding.
  • Make sure your site is speedy mobile-optimized: The mobile-first index is here, and this means you need a fast and responsive eCommerce site.
  • Generate trust: Use trustmarks, reviews, and industry-specific certifications.

This list provides a mix of tips for aesthetics and content (generating trust, emotion and useful information). It is crucial to tweak different elements to see what works for you. It is also very important to stress that these are not “one-size-fits-all” solutions.

Every website is completely different, and just because one best practice works for one site does not mean it would work for all of them. CRO also requires research and a data-driven approach tailored to prospective customers.

Finally, CRO is not a quick-fix solution, rather, it should be part of a broader marketing strategy.

What is A/B testing?

Ok, so you now know what you can do to increase your conversion rate, but how do you know if these activities are actually making an impact?

A/B testing, also known as split testing, is a powerful activity to uncover and improve crucial metrics. It is a method of showing which copy, content, design, colors, logo design, functions, and layouts are most successful among website or app visitors.

These tests involve checking a variation of your page, or an element within it, that may change user behavior. It could be something as small as button placement, or a complete redesign of your product page. Half of your traffic is shown one version, version A – or also known as the control. The other half is showed version B — also called the variation.

For example, you could try out one product video with half your audience and another video with another. You gather the data to see which performed better and go with the best option.

A/B testing is also not a one-off experiment. It is an iterative process that you can use to work with your consumer behavior and business goals. It is a great test because it shows you what browsers actually like and what draws them to your product.

Basic A/B testing

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Image Credit: Optimizely

To make A/B testing easier for you, we have outlined a suggested framework. There are also a bunch of tools you can use for A/B testing which will be listed after this section. Using these tools can allow you to research, analyze data and test your hypotheses to boost your business.

  • Collect initial data: Figure out how your website is doing before the test. Your Google Analytics will provide insights into what you can optimize.
  • Identify goals and generate hypotheses: Make sure you have a clear idea of what you want to achieve. Do you want more people to sign up to your mail list? Or to click a link to purchase? Make a list of variables you want to test and think of hypotheses about why you think they would be better than the existing version. For example, if you test a button, you could test its location, color, and text. You could test multiple variables, but it is better to test these one at a time for more accurate and digestible results on their performance.
  • Design the experiment (sample size and time frame of the test): Check the traffic on your page(s) or app to ensure it’s hefty enough for a healthy test. Also, make sure you run your test for long enough to gather confident results.
  • Gather and analyze data: When you run tests, visitors will be assigned either version A or B. Using analytics tools, your visitors’ interaction with each is recorded, measured and compared. This way you can track the performance of each variation and compare results with hypotheses. Which variation produced the most conversions? If there’s a winner, go for it and iterate further!  

A/B Testing Tools

Just a quick taster here, because the market is truly vast. Visual Website Optimizer is a free tool that helps you decide the length of your test to provide sufficient data across a suitable testing range. Google Optimize is another free, accessible and user-friendly tool.

Optimizely is a popular and easy-to-use tool that has a great variety of features suitable for websites and apps. It is considered one of the industry leaders, for bigger sites in particular. Another heavyweight is AB Tasty, or you might prefer something like Conductrics.

There are lots of A/B testing tools on the market, each with their pros and cons. Whichever tool you choose, spend time researching features, capabilities, pricing, support, and scalability.

Summary: How to Increase Your Product Page Conversion Rates With A/B Testing

A/B testing process is one of the most important parts of CRO. The biggest corporations on the planet are continually using A/B testing to maximize performance and meet goals, but it’s not limited to multinationals – startups and SMEs can benefit too. Generally, an iterative testing mindset is critical in digital commerce, and A/B testing should be at the heart of what you do.

A/B testing is also not something done randomly. It needs to be well-planned, researched, and seen within the context of a broader digital marketing plan. Happy testing!


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