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  • Writer's pictureMetric Meteor

Top 10 Things to A/B Test on Your eCommerce Website

Updated: Jun 16, 2023


Are you prepared to wring out every ounce of performance from your eCommerce website? A/B testing is a critical tool in your arsenal. It's time to scrutinize your site and reveal what truly drives conversions. So, fasten your seatbelts as we dive deep into the top 10 things to A/B test on your eCommerce website.


a/b test ecommerce website

I. Product Descriptions


Product descriptions play a pivotal role in your customers' buying decisions. Are you telling a compelling story about your product, or do you get straight to the point with bullet points? Are you using technical jargon, or opting for simple language that anyone can understand? Experiment with varying lengths, tones, and formatting styles. Don't shy away from testing out bullet points against paragraph-style descriptions. The goal is to identify what resonates most with your audience and drives them to hit that 'Add to Cart' button.


II. Call-to-Action (CTA) Buttons


Don't underestimate the power of your CTA buttons. They might be small, but they're the gateway to conversions. Try out different button colors - perhaps a bold red draws more clicks than a muted grey. Experiment with shape and size - may be a larger button grabs attention more effectively. And don't forget about the CTA text itself. A simple 'Buy Now' might work, but maybe your audience responds better to a more urgent 'Get Yours Now.' Remember, the goal is to create a button that your customers simply can't resist clicking.


III. Product Images


Images can make or break your product's appeal. Are you using professional-grade photos, or do user-generated pictures work better for you? Test different styles, from sleek product shots on a white background to images that show the product in use. Experiment with the number of images - is more always better, or does it overwhelm your customers? And consider the quality and size of your images. Maybe larger, high-resolution images lead to more conversions, or perhaps they slow down your page load speed and hurt your performance.


IV. Navigation Menus


Your navigation menu is the roadmap to your online store. It can guide your customers smoothly to purchase, or it can leave them lost and frustrated. Test out different menu placements - top, side, or maybe a hamburger menu works best for you. Experiment with the style of your menu. Perhaps a minimalist design works better for your brand, or maybe a more detailed menu helps your customers find what they need faster. And consider the categories you include in your menu. Do your customers prefer a detailed breakdown of your products, or do they appreciate broader categories that let them explore your offerings?


V. Checkout Process


The checkout process is the finish line of your customer's shopping journey. Make sure it's as smooth as possible to avoid cart abandonment. Test out different checkout flows - maybe a one-page checkout increases your conversions, or perhaps your customers prefer the step-by-step approach. Consider offering guest checkout options for those who don't want to create an account. Experiment with different form fields - perhaps reducing the amount of information you ask for leads to higher conversions. And don't forget to test out different payment options. Providing a variety of payment methods, including popular digital wallets, might be the key to increasing your conversions.


VI. Product Reviews


Product reviews are the social proof your customers crave. They're your past customers vouching for the quality of your products, building trust with potential buyers. But how you showcase these reviews can make all the difference. Experiment with their placement - do they make more impact when they're directly below the product description, or is it better when they have their own dedicated section? Try different formats, like a list or a grid, and see what your customers find more readable. Think about displaying star ratings versus detailed reviews, or perhaps a combination of both. The aim is to present your reviews in a way that's easily digestible and compelling to your visitors.


VII. Pricing Display


The way you display your prices can have a profound effect on your customers' perceived value of your products. Test out different formats, such as showing the original price slashed with the discounted price next to it. This can emphasize the savings a customer is getting and nudge them towards purchase. Experiment with displaying free shipping thresholds, or bundling options that offer better value. For instance, does a "Buy One, Get One 50% Off" deal drive more sales than a straight 25% discount? Remember, it's not just about the price, but also about how customers perceive the deal they're getting.


VIII. Search Functionality


For customers who know exactly what they want, your search bar is their best friend. However, the design and functionality of your search bar can significantly affect how easy it is for customers to find what they're looking for. Test different designs for your search bar - a minimal design might look better, but does it compromise usability? Experiment with the placement of the search bar - should it be at the top of the page, or is it better placed on the side? Play with auto-suggest features, and see if they help your customers in their search or if they cause more confusion. The goal is to create a search experience that's intuitive, efficient, and helpful to your customers.


IX. Pop-ups


Pop-ups can be a double-edged sword. Done right, they can effectively capture emails, offer discounts, or promote special offers. Done wrong, they can annoy your visitors and push them away. Test different triggers for your pop-ups. Is it more effective when it pops up immediately, or should it appear after the visitor has spent some time on your site? Try different designs - a minimalist design might align with your brand, but perhaps a more colorful pop-up captures more attention. Experiment with different offers - do your visitors respond better to a discount, a freebie, or perhaps free shipping? Remember, the key to an effective pop-up is offering real value at the right time.


X. Mobile Experience


With more and more customers shopping on their mobile devices, your mobile shopping experience is more important than ever. Test different mobile layouts - perhaps a single-column layout is more scroll-friendly, or maybe a grid layout allows you to showcase more products at once. Experiment with button sizes and placements - make sure they're big enough to be easily tapped, but not so big that they dominate the screen. Test different image sizes and placements. Do your product images look better when they fill the screen, or is it better to have them smaller so customers can see the product details at the same time? Remember, a smooth, user-friendly mobile experience can make the difference between a frustrated visitor and a satisfied customer.


Summing up: Top 10 Things to A/B Test on Your eCommerce Website


With this comprehensive guide to A/B testing, you're now equipped to optimize your eCommerce site for maximum conversions. Remember, A/B testing is a continuous process of learning, iterating, and improving. Always keep an eye on your data, stay in tune with your customer's needs, and don't be afraid to experiment. Happy testing!


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