A/B Testing Unleashed: Crafting a Path to Ecommerce Website Excellence Part I

4th Apr 2024

7 Minutes Read

By Akanksha Porwal


Marketers are making continuous efforts to make consistent rise in user engagement interactions with websites. There are multiple techniques useful to get prominent results by optimizing conversion rate. A/B testing for CRO (Conversion Rate Optimization) provides valuable insights as to what resonates best with audience, enabling data-driven decisions and much more to improve key performance indicators.

Elevating websites’ user engagement, stimulating higher purchases, boosting leads, improve conversion rates play pivotal role in fostering sustained growth in business. This explains hypothetical A/B testing situations on basis of research, proven hacks, which you might want to try out on eCommerce site:

Hypothesis case 1 - Incorporate strategies for offering complimentary shipping on the website:

Objective:  Offers play an important role in any eCommerce businesses. Inline to that conduct an A/B test by introducing a free shipping banner for items exceeding a particular amount of transaction.

Additionally, This can be implemented exclusively for select high-priced items to measure potential impacts on profit margins.

Primary and Secondary goals for A/B testing: Total revenue,  Users, Total number of purchases, Avg. order value

A sticky free shipping banner testing has been done on the website

Expected Outcome: Through this A/B testing approach, the potential increase in the quantity of items purchased can reach up to 35%, subsequently improving on avg. order value

Hypothesis case 2 - A compelling and eye-catching Call to Action (CTA) on the website:

Objective: CTA button usage is a seemingly small element on the page. It plays a crucial role in boosting our website's conversion rate. Modifying the color, text, and positioning of the button can capture the users' attention and align it with the business objective.

Primary and Secondary goals for A/B testing:  Engagement rate, Sessions, New vs. Returning Users,  Engaged sessions, Avg. purchase revenue.

Add to cart CTA button formatting changes test

Expected Outcome: This approach is anticipated to capture significant user attention during cart ration and checkout steps, enhancing the overall look and feel of user behavior. As a result, we can expect an increase in cart to detail ratio.

Hypothesis case 3 - Tags on the product images:

Objective: Nowadays, customers are more inclined to purchase when items are on sale, popular, or newly launched. Therefore, focusing on customers to view specific categories of products significantly impacts website's Conversion Rate Optimization (CRO), Click to view rate, and results in higher engagement from users.

Primary and Secondary goals for A/B testing:  Cart ratio, Click-through rate, and product page view.

Adding labels tag to items

Expected Outcome: Experimenting with this strategy by adding the ‘Best Seller’ tags on the listing page of the website led to improvement metrics like product views, and cart ratio.

Hypothesis case 4 - Next Order Discount Coupon Banner in checkout stage:

Objective: This can be a highly effective business strategy to encourage your returning visitors to make purchases on your website. This will not only boost revenue but also foster a positive and lasting relationship with your visitors.

This can be achieved by adding a discount coupon banner during the checkout steps, which users can utilize in their next order. This encourages them to revisit the website and make the payment again.

Primary and Secondary goals for A/B testing: New and established users, revenue per visitor, purchase revenue, repeat purchasers.

A promotion coupon offer on the next purchase on the cart page

Expected Outcome: Implementing this test variation has the potential to draw users who intend to buy this product using coupon codes, ultimately leading to an increase in the revenue rate, user engagement rate, improved returning ratio etc.

Hypothesis case 5 - Quick Pay Now CTAs buttons on checkout page:

Objective: The objective is to optimize the checkout process and potentially increase conversion rates by experimenting with the placement of "Pay Now" buttons.

Having two "Pay Now" buttons on the checkout page will make it more convenient for users to complete their purchases, leading to higher conversion rates.

Primary and Secondary goals for A/B testing: Conversion rate, purchase revenue rate, and number of transactions.

Pay buttons on different positions are available on the page

Expected Outcome: By providing two "Pay Now" buttons, users may find it more convenient to complete their purchase, leading to a higher conversion rate, This can also enhance user experience which may lead to increased satisfaction and repeat purchases.

Concluding Thoughts

Through meticulous experimentation and analysis, we uncover valuable insights that inform our decisions and shape the evolution of Ecommerce stores. A/B testing is one of the best practices for CRO enthusiasts. Let’s dive deeper together, understand your eCommerce/Retail business, and strategically enhance conversion rates.

Stay tuned for Part 2 where we uncover different industries' hypotheses.