Split Testing
Split testing is an important technique in e-commerce to help optimize the online experience for your customers. In this method, you test two or more versions of your site's content or design against one another to determine which version (A or B) is performing the best.
In this experiment, visitors are randomly assigned to one of two possible variations. Each variation contains a different message or image that draws attention to the product. The test examines which variation performs better.
Website testing is the process of evaluating a website's performance to determine which changes lead to increased conversions and sales. The goal is to identify pages that increase conversion rates or decrease abandonment rates.
It seems like designing for the web is a subjective process. But the tools available today can help to show which design choices have the highest ROI (return on investment). Creating tests in which visitors see one version of a page and then another, will reveal which design changes increase conversions the most.
What To Test In A Split Test
Some common things to test in a split test include visual elements such as images, videos and colours of elements on your site along with text such as your titles, call to actions and descriptions. You can also test the layout by moving the arrangement of elements on your site such as button location, size, menus and forms. Finally you can test visitor flow of how a user gets from point A to B. An example of this is a checkout flow. You can test how many steps there are, what information you ask for and if adding recommended items before checkout increases order size.
Split Test Best Practices
Simplification: With fewer elements, less distracting elements, and a single focus on the call to action, the page is simpler to read and understand.
Clear CTA: Text is more effective if you choose to use a call-to-action. In order to make an impact, you must plan and choose the most appropriate method of persuasion for your audience to take action.
Focus on overarching goals: Forget about trying to hit a specific page view goal. Instead, focus on the overarching goal of the website and test with that in mind.
Consistency: Provide a consistent and well-informed experience to users, especially when they're in the process of buying. Every step of the customer's journey should be consistent and informative.
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