Boost your online store’s performance with our split-testing guide

In the ever-evolving, crowded world of e-commerce marketing, staying ahead of the curve is essential for brands. The need for data-driven decision making has never been more apparent!   

One of the most powerful tools in an e-commerce marketer’s arsenal is split testing or A/B testing. But with so many elements to test, where would you start, and where would you focus your efforts?

In our e-book, a split-testing guide for e-commerce brands, we explore the most effective areas for online store optimisation. Here are some excerpts and highlights from the ebook that can transform your online store and drive business growth.

Cart optimisation: the final frontier

Your shopping cart is the last stop before a sale. It’s also a goldmine of optimisation opportunities. Our research and split-testing experiments have revealed several strategies that can significantly boost your revenue.

• Cart upsells: Implementing smart upsell strategies in your cart can increase your conversion rate.
• Layout matters: A user-friendly cart layout can substantially impact your average revenue per user (ARPU).
• Product comparisons: Testing different products in your cart upsell can yield surprising results.

However, these are just the tip of the iceberg. Our e-book delves into the specifics of each test, providing insights and strategies to implement them for your brand.

Product pages: where the magic happens

Your product pages are where customers make their buying decisions. Our split tests revealed some fascinating insights:

• • Visual appeal: Increased imagery on product pages can lift both revenue per visitor and conversion rates for brands in some sectors.
  • Simplicity wins: Lightweight, simplified designs often outperform busier layouts.
  • Social proof: Creative use of testimonials can significantly boost engagement and conversions.

Mobile optimisation: the future is now

With more shoppers using mobile devices, optimising for smaller screens is no longer optional. 

Our tests uncovered some key insights:

• • • Sticky elements: Implementing sticky add-to-cart buttons on mobile can lead to higher engagement and conversions.
    • Font sizes: Larger, more readable fonts can improve time on site and navigation on mobile devices.

Site-wide elements: small changes, big impact

Sometimes, the smallest changes can have the most significant impact. Our tests on site-wide elements revealed:

• • • Header simplification: Streamlining your site header can direct customers more efficiently towards products.
    • Button design: Even subtle design elements like button shadows can affect your bottom line.

Presell pages: setting the stage for success

Presell pages are a powerful tool for warming up your audience. Our tests showed:

• • • Layout optimisation: Simplified layouts can dramatically increase opt-ins and store visits.
    • Column structure: The number of columns can affect ARPU (average revenue per user or unit) and conversion rates, especially on larger screens.

Looking ahead: the future of e-commerce optimisation

Key takeaways from our split testing guide include:

• • • Prioritise mobile experiences
    • Leverage social proof creatively
    • Focus on performance and accessibility
    • Implement strategic upselling
    • Embrace data-driven decisions through continuous testing

To sum up, split testing is an invaluable tool for e-commerce brands looking to optimise their performance. You can significantly improve your conversion rates, average order value, and overall revenue by focusing on key areas.

Remember, the world of e-commerce is always changing. What works today might not work tomorrow. That’s why continuous testing and optimisation are crucial for long-term success.