6 A/B testing ideas for your Product Pages
Indeed, A/B testing has already proven to be an effective conversion booster. You must have read dozens of articles on how to run A/B tests on your website, when to stop, how to check the results etc.
Let’s move deeper and discover how you can leverage A/B testing on your eCommerce site; product pages to be more precise. I have enlisted some really important elements on your product pages that you should A/B test right now.
Hold your horses! Just don’t jump to the ideas section right now.
Before that, you should have a clear plan. Analyze which block on the product page needs your immediate attention. A good A/B testing plan always has a list of priorities to find the most crucial elements.
According to what I analyzed in my case, I found 6 elements that require an immediate attention. So let’s hop in now.
1. The product title
Well, it was the first element that strikes to my mind. Definitely, it is also the first element that customers notice about your products. So, it important to test the product title thoroughly.
What to test?
You can test two versions:
- A simple version with standard Product title
- A keyword rich product title with additional info
Something like this:
PrestaShop Favorite 2016 – One-Page Checkout Module
To check the important of a perfectly written headline, check out this experiment run on the Knowband for the product titles.
Prestashop One Page Checkout
The results were quite amazing- Variant B considerably improved the page visibility and significantly increased page hits were recorded. As it was more of an SEO based goal, the experiment ran for quite a long time to achieve significance, but it was worth it. As a result, the new convention was adopted for the product titles.
However, it worked for Knowband, doesn’t mean that it would also work for you. I encourage you to run your own tests to know better.
2. Product Images
E-Commerce and product images are so tightly linked to each other. You would hardly see a product being sold without showing at least one product image. To be frank, it’s always at least 4 or more product images for best results. Have you tried using different variants of product images to improve the visitors’ engagement level?
Variants? Yes, for different products or even the same product, there are multiple ways to take the product images. Let’s say:
- White background images vs real context images
- Wide angle vs focused images
Image courtesy: acquire convert
- Clothing on models vs Mannequin
- Single vs multiple product images
These are some examples of how product images of the same product can be taken in different context. You test different context of the images and see which one gains you the better result.
3. Product image badges
Placing interesting badges on the default product image can highlight the USP of your product or offers and secure better attention from the customers. Badges can be placed in any context. For example, a newly launched product, a new product on the site, an exclusive product, best seller etc. Product badging have a crucial role especially on marketplace sites where so many similar products float on the site. Sellers or marketplace admin place some special badges on special products to help them stand out and gain the public attention.
You can test different badges on your default product images and see which badge drive better attention. You can test the badges like:
- Festive sale badges
- Exclusive sale badge
- Exclusive product badge
- New product badge
- Best seller badge
- Awarded product badge
You can also, test the designs and colors of these badges. Here are some examples of the badges:
4. Product Description
Have you seen a product on any web-shop without a product description? Not for sure. With very product page, the Product description is the most crucial entry that utilized for:
- Product specs education
- Product USP education
- Operation related information
With a complete and optimized product description, you can well inform your customers, and help them to make an informed decision.
Here is what you can test about the product descriptions to make them conversion friendly. You can test to compare the best product descriptions layouts: – Simple paragraphed description Vs Bulleted points
- Description including customer reviews Vs without reviews
- Short description Vs Detailed description
- Tabular description Vs Blog type description with images
Not long ago we called out for an experiment on knowband to test our new idea of using a blog like product description with pictures and specs details against the old bulleted points.
Results were quite surprising. We came to know that we have been doing all wrong with the simple bulleted points till now. The blog type product description with pictures and reference links actually improved the product page engagement and customer were now spending more time on product pages than before. Of course, the conversion rate also hiked significantly.
This motivated us to go with the new product description layout for all the best seller products at least. What’s your idea for the WOW product descriptions? Test, test, and test to discover.
5. Stock status message on the product page
The stock status is shown on the product pages to create a sense of urgency or to inform the customers if a product is out-of-stock. Also, various stores use the stock information to let the customers subscribe for the stock alert notification.
Different websites show this information in their own style. For example:
- Flipkart would just say “Coming Soon” and give a back-in-stock alert subscription option. So that you will be informed through an email when the product is back in stock.
- A typical default PrestaShop site would show the stock status with some text like “In Stock” and would also tell how many products left in the stock.
- A simple Amazon listing would let you know “Only 17 left in stock-Hurry ”
- A Magento site with a stock Alert extension would show stock information and an option to subscribe for email notification if the product is back in stock.
Well, this information can be can be utilized in multiple formats. Which format suits your website? A/B test these ideas, I am certain you would find the correct one for your own store too.
6. Call-To-Action buttons
Our list is never complete without mentioning this important conversion booster- Call-To-Action (CTA) buttons. Though, CTA is the last item on my list but never the least. We have seen dozens of statistics that show how a wisely designed CTA can have dramatic effects on the conversions.
Hubspot says that a simple change of CTA button color from green to red increases the number of click by 21 %. So, should you just change your CTA from green to red right now? I guess not. Their recommendation is based on the A/B tests they performed by themselves. So it definitely doesn’t mean what that worked for them would also work for you.
You should deploy your own experiments and trust the statistics after a proper statistical significance check. That is the way, that can prove if changing the color to green would work or not.
It worked for us, we deployed a test to check if Red or Green button color is receiving better clicks. Results were in favor of the Green convention. Probably because Green color just highlighted the button with something that was different from the whole theme.
Rest, there are several other tweaks that you can A/B test with an aim to improve the click rates. For example: – Font style
- Font color
- Button color
- Button Shape
- Position on the page
Before making any change, you must always remember that your aim should be to improve the visibility of the button and the CTA text so that it stands out and get noticed easily. That too without making it look weird.
Please always keep in mind that marketing is a volatile event that continuously changes its ways according to new trends and requirements. Same goes with the people to whom we market. Their taste and preferences change with time. So, what’s performing well today might not always remain the same.
Let us take a look at the added features on the product page which can be A/B tested in order to bring about changes in your eCommerce business.
You know how the websites have started displaying the Related Products on their product page. Amazon is one of the biggest examples of the same. Showing the related products on the same page can be a big boost for your website. On the contrary, it can prove to be a bane as well. In the form of confusion, there are chances that your customers have such a wide variety laid in front of them, that they get confused and bounce from the website.
With the help of A/B testing, you figure out whether customers are interested in having the related products on the same or not. Some of the things that you’d be able to do include:
Remove the related products from the product page
Keep a certain number of products in the category
Where to keep them on the page?; and more.
Live chat option
Live chats are the new hype for every eCommerce store who doesn’t want to disappoint its customer and works generously to keep him/her satisfied by offering solutions to their problems. Live chats can be found on every page of the website or on the specific pages of the same to let the customers contact the support team in case they find any issues in browsing any product or have any kind of issue. Live chat can prove to be highly beneficial for the website and its sales because the customer satisfaction level will go up once the proper solution is provided to them. You can add the Live Chat option to your product page and A/B test it in order to find it whether customers convert after making use of the live chat option available on the page or not.
You can test a few things about the Live Chat on the product page. They are:
Whether to keep the keep the chat option there or not.
Should the first message come from the site’s side asking if any help is needed or let the icon just be there and in case of customer needs it, he/she can start the conversation?
The boldness of the displayed chat option; and more.
Gone are the days when videos were not even considered to be displayed on the product pages and only a few blurry images would do the job. Now, the eCommerce store owners put-in extra effort to get the videos made and uploaded to the product pages in order to provide a better understanding of the product to the ones looking out for options. Earlier, store owners would also think of choosing product images over videos because of some reasons, but now it is nothing like that. Product videos are the features that add to the additional information. Now, you don’t have to worry about the load time of the videos because the internet speed makes that possible within seconds as well.
If you already have videos on your product pages, you can test:
Whether users are clicking on the videos.
How long do they go up to when it comes to watching the video?
Where should you place the video on the page?; and more
So, keep testing and keep discovering the new trends that your suits your site. You can try the MockingFish A/B testing tool right now and start testing with the full access to the tool. It’s available for free one year trial. Moreover, you can get a more easy and personalized testing experience with different extensions developed for various platforms like Magento, PrestaShop, OpenCart, WordPress, Joomla, and Drupal.