Optimization

5 A/B Tests to Try in 2020

1. Product Page Confidence Boosters Shoppers are often skeptical of a site when making a first purchase because of previous […]

1. Product Page Confidence Boosters

Shoppers are often skeptical of a site when making a first purchase because of previous bad experiences in the world of commerce.  Using confidence boosters to address their top concerns is key in conversion rate optimization.

A great place to address these concerns is on the product page, since it is the primary decision point in the shopping journey. The call to action of adding something to a cart, while this is not a sale, it is a heavily correlated action to a real transaction. Product pages are no time for humility from brands when speaking about value, so go ahead and brag!

Try testing adding review statistics, shipment, warranty, return, and many other value propositions to the product page. Adding elements like this to increase the rate in which people select the add to cart button. This example from Mejuri illustrates product page confidence boosters can be incorporated nicely into a minimalist design while providing customers key information at an essential decision making point.

 

2. Personalized Hero Images

Personalized commerce experiences and familiar content (from up-funnel) can lead to increased click through and reduced bounce rate for landing & homepage visits. Google Optimize has the ability to target users in two ways that can help with this!

First create an a/b test that changes the hero image on a page. From there, in audience targeting you can select users based on specific Google Ad parameters like campaign, ad group, and keyword. In addition you can also target users based on specific UTM parameters which gives a ton of flexibility in terms of targeting a traffic source. Be sure to choose creative in your a/b test that matches the intent or similar creative as the source of traffic the user is coming from.

 

 

3.  Adjust Activation Event for Triggering A/b Test

Once you have an a/b test configured inside of Google Optimize, you can adjust the activation event for your test. By default, the activation event is set to page load, but you can set it to any event that would occur on your site.

For example, if you have a custom event set up for when the success modal displays on an email sign up you can run test placing the code in the top shipping banner. Or maybe some special message displays when someone clicks the add to cart button – the use-cases are endless!

 

4. Featured Products on the Homepage

For websites with especially high mobile traffic consider running a test that adds a section to your site that features products high up on the homepage. Doing this can result in an improved rate of sessions with product page views, which is an important funnel to optimize on site because it’s the action taken prior to the add to cart button click.

In the example below, Jennifer Zuener Jewelry shows a great example of having a product feed high on the homepage.

Implementation Tip: Add this to your site’s theme and then use Optimize to hide the product feed. Many a/b tests are simply hiding elements to see the effect they have on conversion.

 

5. Email/SMS Signup Offer

Even the highest converting websites have large numbers of users that leave and never return. Having a way to collect information about these visitors so you can contact them directly is crucial in driving steady revenue for your website.

Testing the copy, offer, and style of your email/SMS signup can have a dramatic effect on the rate in which visitors to your site sign up.  Le Creuset, current Elevar PRO Customer,  experienced a 32% increase in email signups after running a simple a/b test on the copy of their email sign up offer.

Additional Ideas

  • Test between an amount of $ off and a % off discount code
  • Try a giveaway. “Enter your email for a chance to win a FREE product/gift”. This example from Linjer shows a giveaway can be a great way to entice people to join an email list.

 

 

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Alex Lynn

Alex is a Senior eCommerce Analyst at Elevar and has been in the eCommerce industry in the Shopify and Magento ecosystems for a number of years. His many personal interests include entrepreneurship, basketball, and podcasting.

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