A / B test in e-Commerce

We must constantly optimize our e-commerce, in order to achieve a higher conversion. The A / B tests can help you effectively. So what are A / B test in e-Commerce you will learn about it?

What are A / B tests?

The A / B tests are a method to compare two versions of a web page, an application, email or others to determine which one works better. This is an experiment in which users are randomly shown two or more variants of a page and statistical analysis is used to determine which variation performs best for a given conversion goal.

As an example, Amazon introduced its proprietary one-click purchase option to facilitate the shopping experience for its customers. The project went through dozens of A / B tests and modifications over an extended period of time before it was implemented.

What are the best practices to perform an A / B test in e-commerce?

1. Define the hypothesis

Defining the hypothesis is an essential step before starting an A / B test. You must define what is the problem you are trying to solve and what KPI (key performance indicators) to be able to measure the results.

Defining a hypothesis does not guarantee a winning test, but it does guarantee a learning opportunity.

2. Determine specific measurement metrics

To run meaningful A / B tests that have a positive impact, it is important to understand what metrics you are measuring and how to measure them.

For example, if a business is changing a landing page to use a chatbot instead of a form, it is necessary to formulate hypotheses and document estimates for any metrics that are expected to change, such as improving conversion rate or engagement.

You have to be specific about how you are going to measure your KPIs so that there is no ambiguity and that it is easier to assess the impact and make decisions.

3. Schedule and measure tests between comparable schedules

It is important to run A / B tests over comparable periods, taking into account seasonal and industry-specific peaks or troughs to obtain reliable and accurate results. Specify the duration of the tests and schedule them accordingly.

Example:

An e-commerce company performs an A / B test on traffic during Black Friday comparing the results with those of a normal Friday, you will not be able to see reliable results since the behavior of the buyer is clearly different.

4. Don't try more than one look at a time

Companies may be tempted to test two or more different items at the same time, but this leads to inaccurate results. This is because the greater the differences between two versions of a page, the more difficult it is to determine which factors led to an improvement.

That is why you should test with a single element to know with certainty which change was responsible for the improvement or decrease of the results. Once you determine a winner, try another element and so on until you optimize your e-commerce.

5. Test continuously and constantly

The key to getting the best results is to test consistently and consistently. The more frequently you test certain elements of your website, the more reliable your data will be, allowing you to focus on what really matters, the user.

Conclusion

Whether an A / B test has a positive or negative result, it serves as a learning curve for your company. A / B testing can help increase conversion rates and lay the foundation for future testing for your organization. There is no perfect landing page and there is always room to grow.