boosting ecommerce conversions and revenue with a/b testing

BOOSTING ECOMMERCE CONVERSIONS & REVENUE WITH A/B TESTING

GoECart Confidential & Proprietary

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WHY A/B TEST?

Copyright © 2016 GoECart Proprietary & Confidential

Infinite Choices Low Switching Costs

Increasing Expectations for

the Customer Experience

Customers are more empowered than ever!

3Copyright © 2016 GoECart Proprietary & Confidential

Sony A/B tested variations of its checkout page layout and increased purchases by 20%

Secret Escapes was able to double conversion rates and increase CLV by testing variations of its mobile signup page

Obama’s 2008 campaign used A/B testing to captivate voters and win the presidential election

A POWERFUL TOOL FOR MARKETERS

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WHAT IS A/B TESTING?

Source: www.optimizely.comCopyright © 2016 GoECart Proprietary & Confidential

Control Variation

A B

A/B testing consists of comparing two variations of the same web page to learn which one performs the best among customers and improve

conversion rates and revenue. The change can be as simple as a single headline or button, or be a complete redesign of the page.

5Source: www.venturebeat.comCopyright © 2016 GoECart Proprietary & Confidential

The A/B testing process

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Test your intuition:

Source: blog.wishpond.comCopyright © 2016 GoECart Proprietary & Confidential

Version A Version B

Which version do you think performed the best?

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Version A Version B


↑ 325% increase in email clicks

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Version A Version B


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Version A Version B


↑ 606% increase

in conversio

ns

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Source: www.whichtestwon.comCopyright © 2016 GoECart Proprietary & Confidential

Version A Version B


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Source: www.whichtestwon.comCopyright © 2016 GoECart Proprietary & Confidential

Version A Version B

↑ 439% more leads


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Version BVersion A


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Version BVersion A


↑ 300% more

conversions


→ Headlines→ Paragraph Text→ Testimonials→ Calls to Action→ Buttons→ Images→ Media Mentions→ Promotions→ Navigation

Almost anything on your website can be A/B tested


BEST PRACTICES→ Familiarize yourself with your website’s problem

areas→ Know your baseline→ Test both versions simultaneously→ Allocate enough time for your test to yield

meaningful results→ Make sure to QA your experiment→ Focus on impactful changes→ Apply your learning to other pages→ Don’t give up on your first try

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KEY METRICS TO TRACK


Conversion

Rate

AverageOrderValue

Revenue Per

Visitor

ProductPageViews

Add toCartRate


There is no magic formula!If A/B test results were repeatable for every

website every time, there would be no need to A/B test at all! Every audience is different.

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TOOLS FOR A/B TESTING


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CASE STUDY: My Wedding Reception Ideas


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TESTING THE PRODUCT PAGE LAYOUT


CONTROL VARIATION

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RESULTS


↑ 217% Boost in

Conversions

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RESULTS


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TESTING THE PRICE STRUCTURE


CONTROL VARIATION

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RESULTS


↓ 37% Decrease

in Conversio

ns

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RESULTS


Click here to watch the full webinar on-demand

Thank You !Julia RotellaDigital Marketing [email protected] (203) 612-5581

Head Office: 855 Main Street, Suite 400 Bridgeport, CT 06604

Primary Contact:

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