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.
A / B test in e-Commerce |
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.
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