Apr 2

Test these Elements and see how A/B Testing Improves Conversion

Online stores like Ebay, Amazon, Flipkart, Jabong and Etsy are a few examples for eCommerce websites that perform A/B testing on a large scale. eCommerce websites carry an enormous potential to go through A/B tests because of the presence of certain number of variables that these web stores can experiment with. To name a few variables, eCommerce websites test on a usual basis are-

  • Product images
  • Product pricing
  • Search results
  • Product categories
  • Ratings

Reasons why eCommerce websites opt for A/B testing are varied – right from customer engagement, signup, coupon usage, and finally Sales. These websites can measure the effect of changes directly in terms of revenue. If making some improvement on the elements of website increases online revenue per visitor, it gives a direct push to company’s bottom-line.

If seen practically, there are infinite number of elements that eCommerce websites can test, but as of now, I will discuss the 3 most important ones that you just can’t avoid if you have an eCommerce store running online.

Testing Area 1- Product Price, Discount and Shipping Strategies

Numerous pricing strategies can be tested in order to motivate the window shoppers to complete checkout process successfully. No matter, how hard and risky it is to test “pricing strategies”, one can find possible ways for even that. By setting up a price test correctly, you will be able to gain a lot of insight into real visitor behavior.

Testing these ideas will surely work-

# Design of pricing box- The way your pricing box gets displayed to visitors can have a major impact. Have you ever given a thought to these questions-

  • Is your pricing box located to the left of product image or to the right?
  • Is it located close or far away from “Buy Now” button?
  • Does your pricing box mentions a “money back guarantee” or something else written next to it such that it which entices the user and adds to the confidence too?

Similarly you can test for discount and shipping strategies as well.


For Example- an online eCommerce website that sells men’s accessories, examined that their customer give much importance to “next-day shipping delivery” rather than about free shipping and discounts. This in turn compelled them to perform an A/B test in which they just changed the shipping policies that gets displayed on all pages. What next? Can you guess?

The results were unbelievable. Just by changing the text the website managed to increase its sale by 3 to 5%.

Testing Area 2- Checkout Page

Guiding consumers through a flawless path towards your checkout page is obviously very important but the deal is not sealed until the checkout process is complete. It has been observed that almost 68% of visitors abandon their shopping cart before completing the checkout process. Before coming so close to make the purchase, visitors abandon their shopping cart. Shopping cart abandonment is a serious issue, when it comes to online shopping. Surveys conducted so far have revealed multiple reasons for it, whether its lengthy registration process, high shipping or tax cost, maintaining security and trustworthiness of your site and so on.

# Increase Sales by testing multiple checkout processes- An eCommerce store that had multi step checkout decided to conduct A/B testing so as to convert more visitors. Their original checkout process involved a 4 step checkout. This multi step checkout involved signing in, adding shipping details, billing, review and so on.

They hypothesised that a single step checkout process would reduce the friction experienced by customers and would help more people convert. The variation was longer in order to include all the required fields, however it was displayed on a single page.


A/B Test was conducted by splitting 50% of the traffic to each variation. The A/B Test concluded that variation with the single step checkout outperformed the original by 20%. This in turn helped them to see significant gains in revenue from this single change.

# Including/excluding a trust badge- Another opportunity to increase conversions includes putting a “trust” badge on your checkout page. Trust badges play a great role in convincing customers that the process is secure and safe. An 11% lift in sales and was achieved by an eCommerce company by placing secured seal throughout the site.

Testing Area 3- Product Display Features

# Product Display- Which products do you show on your homepage? Which products does your website show on a particular category page? Which categories to show in the drop down menu? These are some of the queries that can be resolved via doing A/B testing.

As an online marketer, it becomes quite difficult to know which combination of products will produce maximum revenue.

An eCommerce store that sells mobile phone internationally went through A/B testing in order to find the right product mix which could increase conversions. Since the primary product they offer is a cell phone number that operates internationally, whereas choice of handset is a secondary decision. When they A/B tested a new line of handsets by offering additional Android option, they saw an increase in sales by 25%. The addition of just one new product dramatically increased their sale. No design changes, no cell phone plans- just a new handset option! Isn’t it interesting?

A/B Testing Tools for small businesses-

Technology has come up with various A/B Testing tools that can be used to implement changes to your web pages.

Here is a list of top 5 tools that can be used for A/B split tests and Multivariate testing (MVT)-

# Visual Website Optimizer (VWO) - It is an easy to use A/B testing tool that is used to create different variations of landing pages and then see which version produces maximum conversion rate or sales.

 # Optimizely- Optimizely is yet another software testing tool for A/B Testing that is used for increasing conversions by tracking visitor engagement, conversion rate and sign-ups for maximizing online sales and revenue.

# MockingFish- It has a super easy-to-use interface for designing A/B test experiments and an easy-to-read admin interface that shows results.

# KISSmetrics- KISSmetrics can be used for measuring the impact of test throughout the conversion funnel. This tools gets an advantage over others in the queue as it will show you the impact of conversion rates at every step in the buying process.

# Heat Maps- Heat map is mostly used for analyzing the behavior of visitors once they browse through your website. It is great for exploring what people look and where they focus the most attention on your website. This tool records user mouse clicking and scrolling behavior once they are on your site.

Above are few tools that are great for increasing conversions. Each of the tool carries a different approach and can be used effectively in combination as well as isolation to produce maximum results. Try tesing with these tools for increasing conversions speedily.