7 obvious A/B Test to Spot the Bottleneck of eCommerce Website Design
Optimizing the conversion rate of the online stores isn’t an easy game. While the product pricing and the discounts may turn the head of the visitor, there are many other ingredients that influence their purchasing behavior. The front end design and the layout of the web pages are one of the essential considerations. So, before you design the deals and offers to intrigue your customers, finding out the bottlenecks of the web design is inevitable.
In our previous article, we talked about every essential element that requires A/B testing on your eCommerce store. This blog collects the basic design trends that need optimization with the correct analysis and testing. Check them aspects of the website design that need a closer look of the experts and boost your revenue.
Headlines can make the first impression
The headline is the first thing that a person notices on the internet. Hence, it should instantly grab the attention and should compel them to click on the link and browse further. Even if your eCommerce store or services are extremely popular, it has to intrigue the customer every time it is seen. With so many options and choices available, the chances of losing the customer are higher. Thus, A/B testing the headline and then choosing the one that attracts more attention is advisable. As per VWO, Tulos managed to increase their conversions by 127% by doing a simple headline change. However, even the A/B test won’t help you if you haven’t recognized your target audience. This is the key to every sales page as it the first and most probably the last chance to resonate with your target audience.
Text contents Vs visual triggers
This has been a topic of discussion for years. Even though it is a proven fact that videos and images are visually more appealing, then, the plain text, the marketers have received mixed results in this context. This has led to the confusion. Some believe that the videos are distractive while other have a view that they are more engaging, then, the texts. Research has shown that 34% of B2C marketers say pre-produced video will be critical to content marketing success in 2017. Listed below are some of the A/B tests that you need to do in this context.
- The text of the product description and the benefits of the same. The details that showcase why your prospect should sign-up.
- Product specific videos that show the features of your product.
- The screen shots if it’s a software or product image or any picture that you have put up to lure your prospects.
Typography that attracts
Typography is one of the factors that can make or break the entire design of your website. It not just includes the font type, but the font size and font color as well. Even though the principle behind is simple and clear that it determines the ease of readability, the font of the text is one aspect that is often overlooked while optimizing the website. This text includes two aspects. Studies show that internet users read only 20-28 % of the text on a website. Hence, you need to analyze the result of the heatmap tool to get an insight of the sections of the website that are being noticed. Use bold and clear fonts in those sections. Here are some of the factors that should come under the radar of A/B testing.
- Choose a legible font by seeing the result of the various options such as Serif vs Sans Serif or no Serif.
- Find the legible font size by testing the different fonts
- Sufficient contrast
- The right length of lines
- Distinct sections
The presentation of your navigation menus affects your conversions. In one of our previous articles, we discussed how the menu can cripple the conversions. Moreover, it one of the factors that determine the engagement of the visitors. Test the number of links, the color, and style of the menus as well as their positions. The resulting analysis may differ on different pages. For instance, the navigation on the landing page should be conversion centric and less distractive. While on the category page, it should be more engaging. Click heatmap tool can help you get a deeper idea of the visitor behavior.
Other than the menus and the navigation links, the CTA trigger plays a key role in converting the casual visitors into the lead. It is essential to perform A/B testing in order to have a better understanding of the conversion potential of the CTA buttons. Analyze whether your button is grabbing the attention of the visitors and compelling them to click on not. If not, then, try the different font, text as well as text color. In addition, the heatmap tool can help optimize the CTA performance.
When it comes to the website ads, the first impression is the deciding factor. Even a single ad placed perfectly can bring in huge difference to your site. Split A/B testing is one of the ways to strike the right note in this regard. However, performing the right test at the right time is essential for collecting meaningful data. Test the components that are similar and comparable and keep other variables constant. Set a goal for each ad that you need to achieve. Define the criteria for a successful test. Whether you are looking for an ideal Ad placement or the for the text that can generate maximum revenue. The test analysis should be done accordingly. Do not conduct random and arbitrary A/B tests. As it won’t give you useful conclusions.
Product Page and filters
The product page is an ultimate destination that will intrigue the purchase intention of the visitors. Hence, this is one of the most important bottlenecks of the entire website design. As per a report, Mall.cz raised their conversions by 9% by increasing the size of their product images. So, check the size of the product image that acts as a perfect fit for the user’s requirement. The A/B test will give you a clear idea of which product filter is crippling the conversions and which one is boosting the same.
Try out different product page layouts, filters and experiment with the content on the various pages. Check the headlines and the subheadings that are optimizing the web design. Choose the perfect button placement/colors as well as the font style. A/B testing is one way to track all these congestions of your eCommerce website. We, at Mockingfish, provide A/B testing services that can help you implement nothing, but the best for your website.