What is A/B Testing – Multivariate Testing for Websites

A/B testing—or multivariate testing—is an experiment that you can use to increase the productivity of your website. A/B testing shows visitors alternate versions of the same web page simultaneously and randomly, to help the website owner find out what elements of the page need to be fixed.

Although A/B testing can be applied to any website, it is most often used for testing e-commerce websites, because you can directly track conversions, and see just how certain elements of a page are limiting or increasing sales.

E-Commerce Website Testing

You can test just about everything on an e-commerce website, but it isn’t necessary or feasible to test everything at once. There are three key areas that get tested the most often, and are usually the most important parts of an e-commerce site. These are the call to action buttons, the product placement and the shopping cart.

A/B Testing E-Commerce Call to Action Buttons

The call to action button is probably the most A/B tested aspect of an e-commerce website. You can analyze the results of different colors, fonts, sizes and more through A/B testing. The different options will show up for different visitors, and you can test their reactions through conversions. The call to action button that does the best can be placed permanently on the site, and we can continue on to test a different aspect.

A/B Testing Product Placement

How do the products on your website invite a customer to click through and purchase? You can A/B test products by putting them in a different placement on the page, making images larger or smaller, or even renaming some of the products.

A/B Testing the Shopping Cart

They’ve followed your product placement, clicked your call-to-action, but then they abandon your shopping car. Why? There are a number of reasons that people abandon their shopping carts online, and we list a few below:

  • Login

No one wants to remember another password! A/B test giving them the option of just checking in as a guest, against having to set up an account.

  • Asking for too much information

You don’t need to know their birthday in order to sell them a product! Try A/B testing an option where they only have to fill in the essentials, against the option where they have to fill in everything.

  • Using a trustmark

If the customer doesn’t trust you—they won’t buy from you. Try A/B testing with a McAfee trustmark, and see if your customers respond well.

A/B testing is a great tool to see what works and what doesn’t on your website, and it’s a feature that Smart Solutions offers to all of our customers. Get the most out of your website, and let us know if you want to try out some A/B testing on your site.

If you don’t currently have an e-commerce website, but are considering one, we’d love to help you convert your site to e-commerce! Give us a call or send us an email, and we’ll set up a meeting to discuss it.