Magento A/B Testing: How To A/B Test The Product Pages
A/B testing is an effective way to make informed changes to your website with an aim to achieve the business goals and improve the conversion rates. Magento A/B testing is not different from any other A/B test campaign. You can earn loads of conversion and achieve your business goals by A/B testing your store.
Here we are going to talk about how you can A/B test your Magento Products pages and improve their usability by making some wise changes.
Before starting an experiment
For A/B testing a particular element on the page always create a duplicate page with everything same, except for the element that you want to test.
For example, if you are testing the Products Name, then duplicate the exact product page for both the versions (Original and Variation), only changing the “Product name” in the variation page. Keep everything except Product name identical.In this way, you will have a clear idea that conversion shift has been observed because of the Product Name change only.
You need to have an access to your site’s file to conduct an A/B testing. After setting up the experiment on the A/B testing tool, you will get a small “script” that you need to copy and paste in the head section of the original product page which you are testing.
There are some A/B testing tools (Like MockingFish) which allow the script installation through a Magento A/B testing tool extension so that you don’t need to access the site’s files and manually put the script. However, you will need the file access if your A/B testing tool does not support any such Magento extension.
Have a plan before conducting a test. You must know which elements are important for testing and which one you should test first. While choosing the elements for testing you must a clear goal for the experiment you are going to conduct.
If you have chosen the Product Name to test, define your goal by answering a simple question “Why changing the Product name is good for your website?” Yes, why you are interested in testing the particular Product name? Do you want to improve the click through rate on SERPs, or want to improve the conversion?
Every element on the product page has its own goal for your website. Before starting with the experiment, always clear that goal and consider your test successful only if that goal is fulfilled by the change.
GETTING THE TEST PAGE READY FOR A/B TESTING
As explained in the points above, for creating the experiments, you will need to create a duplicate page of the same page you want to test. To create a duplicate product page in Magento you will need to follow these steps:
1. Copy the product page you want to test
You can do this by going to product editing page and hitting the Duplicate button. After that make the further changes on the Duplicate product.
As SKU cannot be same for two products, you will need to change it to some unique number, or character.
3. Change the Page URL
The product or page URL should also be different for the original and test page. So give the test page (Duplicate page) some unique URL.
Also, remember to uncheck the box below the URL field “Create Permanent Redirect for old URL”.
4. Change visibility setting
You don’t want the same customer to see both the pages. But, even the duplicate product page is a product on your site. So, the customers will always find the duplicate product and the original at the same time in website search and category product listing.
To handle this, you need to hide the duplicate product from the website search and category listing so that the duplicate product will show only by entering the URL. First, change the visibility of the duplicate product to “Catalog” only.
But “Catalog” Visibility mode hides the product from website search only. The product will be still visible in Category product listings. So, next, we need to hide the duplicate product from the categories.
You can easily do this by unchecking all the categories assigned to the product from the “Categories” tab.
5. Adjust robots configuration for the test page
You don’t need your test page to be indexed by Google, or it will create a duplicate content issue.
You can do this by restricting the access for spiders by adding meta robots to the <head> of the duplicate page and making it a “No Follow” link.
<meta name=”robots” content=”noindex, nofollow”>
6. Copy everything else from the original page
Except for above settings and your test element that you want to change, make everything on both the pages identical. From product reviews, Product description, settings to all the possible configurations make everything same for both the pages.
SETTING UP A/B TESTING EXPERIMENT IN MOCKINGFISH TOOL
Now that your test page is ready, your next job is to set up an experiment on your A/B testing tool. I am using the MockingFish tool to explain how you can get your experiment live.
You can get a detailed idea of setting up an A/B testing experiment on MockingFish from our tutorial “How to setup an A/B testing experiment on MockingFish?” I suggest sparing a few seconds to read this small tutorial before continuing further.
If you are using the Google Analytics content experiments to A/B test your Magento product page, you can also refer to our tutorial on “How to A/B test on Google Analytics?”
1.Login to the MockingFish App and navigate to the A/B testing tab.
2.Click on Add New Project button and you will be directed to the page with experiment settings.
3.Provide a Project Name and Click on “Add Project”
4. On the next page, you need to add an experiment to the project by simply clicking on “Add New Experiment”. Here, you need to provide the following details to set up your experiment:
- URL of the test page which you want to test
- Experiment Name
- An Optional short description about the experiment
After entering the asked details, click on “Next” button to go to the next step.
5.On next page, first, select the Experiment type as A/B test and then provide the start and end date of the experiment.
You must run the experiment for at least 30 days to get more confident results.
6.On the next page, you will see the WYSIWYG editor view which will allow you to perform your modifications on the Variation (test) page. Here, you can:
- Add multiple Variations
- Switch between Editing and Interactive mode
- Edit variations
- Configure URL Targeting
- Configure Audience targeting
- Configure Traffic Allocation
- Add experiment Goals
Make the changes that you want to test. Say, you want to change the color of the Add to cart button from Red to Green. You can change the color from this editor. Moreover, you can also do the configurations listed above.
Perform the configurations as per your requirements and click on Start Experiment to get your A/B test live.
To learn more about Audience and URL targeting, given in the list above, you can refer to our post about “A/B testing with targeting Who and Where”.
ADDING SCRIPT TO THE ORIGINAL PAGE
As soon as you click on “Start Experiment” it will show a pop up that consist a small script.
You need to copy this script and paste in the <head> of the original page which you are testing.
Learn the easy way to install the script on your Magento Page without accessing the site’s files.
So, this is how you can A/B test your Magento product pages so easily. Run the experiment for the full scheduled period to get more reliable results. While setting up the experiment and analyzing the results it’s important to avoid some major mistakes that can create the False Positives and False Negatives. Stick to the best practices and enjoy the power of A/B testing on your Magento store.