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Maximizing Sales Using A/B Testing
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Transcript of Maximizing Sales Using A/B Testing
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Maximizing SalesUsing A/B Testing
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Three Quotes FromShopify Stores
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Re-arranging the menu increased total page visits per user
by 30%1
Trisha Roy (Barn & Willow)
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Changing the featured pictures from the product itself to models
wearing the product, transactions increased 1.5%.
1Maureen Wilkie (Beltcraft)
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By showing only two products instead of
four, we dramatically increased our sales
1David Lipovkov (KeepGo.com)
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The Need for A/B Testing
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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?
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$300,000,000 buttonhttp://www.uie.com/articles/three_hund_million_button/
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Entire redesigns are expensive and risky
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What is A/B testing
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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
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Control = Original Version
Variation = The New Change You're Testing
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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
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Example
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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
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1. Create your account
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2. Make a campaign and make your change
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3. Add code to your store
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Let's test it
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Incognito
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Analyzing the results
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Now go and try it out!
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"What should I test?"
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Conversion Best Practises+
Google Analytics+
User Experience Design=
Testing Plan
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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
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Analytics+
Conversion=
Jevin Maltais
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Want Traffic?Better Conversions?
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101 E-Commerce Conversion Ideas
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