Jun 21

A/B testing for Mobile Website in 2018

In 2015 the mobile traffic, as visioned by the eCommerce experts became just as prevalent as desktop traffic. This is why we’ve been stressing upon the emphasis on the mobile responsiveness to the customers ever since then. In last few years, the amount of traffic coming from the smartphones or smaller devices like tablets has been consistently increasing. Having a look at it, it has become extremely important for an eCommerce marketer to have a mobile website that is optimized from the SEO perspective and it should be primed for mobile viewing.

As we sit here in 2018, Google announced its “mobile-first” indexing of the web has finally started to roll and made sure that the eCommerce marketers optimize their mobile websites according to the same.

So, if you are planning to take your website’s ranking higher in the Google SERPs, you should A/B test your mobile website and its content in order to be sure that when the next Google Algorithm comes, your website does not get hampered. So mentioned below are some of the things that you can A/B test to steer in the conversions.

Sticky header and footer

Sticky header and Footer

First thing first, the term sticky in sticky header and footer is when the text displayed on the header an footer still displays even when the user scrolls the page. By making sure that the header and footer stick throughout, this increases the chances that the visitor keeps in mind and pays attention to the same content. Just making the existing header sticky, you would notice that visitors consider the discount mentioned and convert or are directed to another page which has something fruitful for the visitor.

Some key things that you can add to your sticky header would be:

  • CTA buttons
  • Search box
  • Menu/Category
  • Add to Cart button; and more

The load time of the website

Website Load Time

Earlier this year, Business News Daily reported (and so did a lot of other new websites) that the next Google Algorithm that is due for July that would be hazardous for the mobile websites which take a lot of time load. So, if you are going to A/B test your mobile website, this should be on your key priority.

According to Search Engine Land, Google’s Zhiheng Wang and Doantam Phan wrote: The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.

Placement of the CTA buttons

CTA button

In comparison to the desktop websites, mobile websites might look congested because of the smaller screen, but give a lot of importance to the placement of the content and the CTA buttons in specific. Using the heatmap tools, you would be able to find the highly engaged area of the mobile website where you can grab the visitor’s attention and take him forward towards conversion. Once got the result with the help of the heatmap, you can A/B test the area and see if the placement, color, and size have been beneficial for your website or not.

Make sure your contact details are clickable

You know what click-to-call links are? Well, when you are an online store, you would definitely have a “Contact Us” page with all the address and contact details. Why not make your telephone number or mobile number or even the customer care number clickable? Remember that it is a mobile through which the customer is trying to contact you. Adding a tel-link the contact number will let your visitor contact you for further queries and hopefully convert if the queries are fulfilled.

Test breadcrumbs


Breadcrumbs are designed to help the visitor/customers navigate between products and categories. With just a click on the categories, products, the visitor will be able to toss between the different pages without any hassle. You can identify which page groups use breadcrumbs (they use breadcrumbs or not), and identify how specific the navigation levels can get.

  • Some key things that you can add to your breadcrumbs would be:
  • The placement of the breadcrumbs; and
  • The size of the breadcrumbs so that it is easy-viewing and toggling


You should know that mobile websites are the fastest growing channels in today’s time. Once you have nailed the mobile experience for your visitors, you would certainly be able to persist in the upcoming Google Algorithm.


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