Ecommerce A/B testing: Step-by-step guide to get started

In a crowded ecommerce landscape, the race to convert is no longer just about having a compelling product or service. It's about perfecting your online shopping experience, understanding the customer’s journey, and making strategic, data-driven decisions. 

The key to perfecting the modern ecommerce experience lies in A/B testing — a simple, powerful experimentation strategy that can significantly improve your conversion rates.

What is A/B testing?

A/B testing involves creating two or more versions of a piece of content, and comparing them against each other to determine which is more effective at driving conversions. For example, you could set up an A/B test to find the most effective color of a call-to-action (CTA) button for your online store, by bucketing site visitors into a page with a red button, and a page with a blue. You'd then analyze traffic data to see if either variant achieved statistically significant conversion results, and implement that one on your live site. 

Why is A/B testing important for ecommerce?

With over 2.7 billion people now choosing to shop online every year, the ecommerce space has become more crowded than ever — which has, in turn, driven the cost of acquiring customers higher. To stay ahead of the curve, capitalize on market trends, and adapt to customer behavior, brands need a way of refining and adjusting their content quickly. 

That’s where A/B testing comes in.  

By continually testing and optimizing your website (by comparing content variants), you can ensure that you're providing the best possible experience for your customers — which, in theory, will lead to increased conversions and revenue. 

Before we share some common A/B testing ideas to help you drive conversions on your ecommerce website, let’s take a more detailed look at the benefits of A/B testing.

Improved content engagement

A/B testing can help you determine what type of content resonates best with your audience and improves the customer experience. This could be anything from headlines and product descriptions, to images and CTAs.

Lower bounce rates

If visitors are leaving your site without interacting with it, A/B testing can help identify the issues causing this behavior, and allow you to make the necessary changes to lower your bounce rate.

Enhanced conversion rates

A/B testing can enhance conversion rate optimization (CRO) by allowing you to tweak and optimize various elements on your site, such as buttons, forms, layouts, and more.

Reduced cart abandonment

By A/B testing different aspects of your checkout process, you can identify and fix elements that could be causing customers to abandon their carts.

Data-driven decisions

A/B test results provide concrete data for stronger decision-making, reducing (or even eliminating) the need to rely on gut instinct. This can lead to more effective, results-driven content development, and a clear plan for future tests. 

Example 1: A/B testing product descriptions

Product descriptions play a crucial role in ecommerce engagement because they provide potential customers with important information about a product's features, benefits, and uses, which can greatly influence a decision to purchase.

Long vs. short descriptions

In the context of A/B testing, you could create two versions of the same product page, one with a long description and one with a short description.

• The long description might include detailed information about the product, its features, instructions, and benefits. This approach may be useful for complex products or more expensive products since customers may require more information before making a purchase decision.

• The short description would provide a concise overview of the product, and hit only the key selling points. This may be more effective for simpler products or for customers who prefer to quickly scan information.

Technical vs. non-technical language

You could test product descriptions that use technical language against those that use non-technical language.

• A technical description might use industry-specific jargon and detailed specifications. This could appeal to expert users or professionals who are familiar with the relevant terminology and are looking for specific features and functionalities.

• A non-technical description would avoid jargon and explain the product in simple, easy-to-understand terms. This would likely appeal to the average consumer with no expert knowledge of the product.

Example 2: CTA A/B testing

CTA buttons are one of the most important content elements of an ecommerce store. They guide users towards the action you want them to take — whether that's making a purchase, signing up for a newsletter, or downloading a guide. Consider the following CTA variants. 

Color

The color of your CTA button can have a significant impact on its visibility and click-through rate (CTR). A/B testing allows you to experiment with different colors to see which is more effective at grabbing user attention and encouraging clicks. For example, you might try a red button against a blue one, or test a color that contrasts with your site's overall color scheme versus one that blends in.

Size

The size of your CTA button can affect its performance. A larger button might be more noticeable and, therefore, attract more clicks. If the button is too big, on the other hand, it could overwhelm the rest of your content and deter users. A smaller button may blend in more seamlessly with your design, but run the risk of being overlooked.

Shape

The shape of your CTA button can impact user engagement. If you’re using rectangular buttons, you could experiment with rounded corners, circular buttons, or even more unique shapes to see what your audience responds to best.

Text

The text on your CTA button, often referred to as the "button copy," can be crucial. Button copy should be clear, concise, and action-oriented. You could test different verbs (for example, "Buy now" vs. "Add to cart"), first person vs. second person language (for example, "Start my free trial" vs. "Start your free trial"), and levels of urgency (for example, "Buy now” vs. “Limited stock").

Example 3: Price A/B testing

The way you display prices can directly impact the customer experience and subsequent purchasing decisions. Accordingly, A/B testing different pricing display strategies can help you understand what's most effective for your target audience.

Savings percentage

Highlighting the savings a customer will receive if they purchase a product can be an effective pricing strategy. For instance, instead of simply showing the discounted price, you could display the original price crossed out, with the discounted price and percentage saved clearly indicated nearby. This gives customers visibility of the deal they're getting, which could potentially increase conversions.

Free shipping

Free shipping is a powerful purchase motivator for many online shoppers. You could test prices displayed with a "Free shipping" label against prices displayed without. If it isn’t feasible to offer universal free shipping, you could consider offering it for purchases over a certain value, and then A/B test the effectiveness of free shipping variant content for that threshold.

Product bundling

Product bundling involves selling multiple products together at a lower price than their purchase individually. For example, you might sell a camera with a lens and a carrying case as a bundle. By testing product bundles against individual items, you can determine if customers are more likely to purchase when they perceive they're getting a "package deal."

Price formats

Certain aspects of a displayed price can be tested. For example, studies have found that prices ending in “.99” or “.95” are often perceived as significantly lower than those rounded up to the nearest dollar.

Example 4: Product images

Product images provide the visual information that ecommerce customers need to evaluate products, and make purchase decisions. Since customers can't physically touch or see the products, high-quality and relevant images become even more essential. A/B testing different types of images can help you understand what resonates best with your target audience. 

Consider the following image types:

Images with people

Using images that feature people using or interacting with a product can help customers visualize how that product might fit into their own lives. Images with people can also add a personal, human element to product pages — a fashion retailer, for example, might test product-only images against images of models wearing the items.

Different angles

Providing multiple angles of a product can give customers a more comprehensive understanding of what it looks like and what its features are. You could test whether certain angles increase engagement or conversions — an online electronics store, for example, might experiment with angles showing the front, back, and sides of a gadget.

Context shots

Images of products being used in context — for example, in their intended environments — can help customers imagine how they would use the product in their own lives. A furniture store might show a chair in a beautifully designed living room setting, instead of simply showing the chair against a white background.

Quality and detail

The quality and level of detail in your product images can also be tested. High-resolution, detailed images can help customers better evaluate the product, but may increase page load times. Striking the right balance with image quality is key.

Example 5: Testing page layout

The homepage of an ecommerce site is often the first point of contact for visitors, so it should make a strong, positive impression. A/B testing different homepage layouts and elements can help you understand what resonates with your audience, and encourage them to explore your site further.

Layouts

The layout of your homepage can significantly impact how users interact with your site. For example, you might test a layout with a single, prominent image or banner against a layout with multiple smaller images. Or, you might experiment with the placement of key elements like product categories, search bars, or CTAs.

Banners

You can use banners to highlight sales, new products, or other important information. You could test different banner designs, positions, or copy to see what most effectively grabs user attention and drives action.

Featured products

Highlighting certain products on your homepage can draw attention to them, and potentially increase sales. You could test different featured products, or use different criteria for selection — for example “best sellers” vs. “new arrivals.”

Personalized content

Personalization can make users feel more connected to brands and improve their online shopping experience. By tracking user behavior, you can display content relevant to each user's interests. For instance, you might show products similar to those that they've viewed or purchased before. A/B testing can help you determine how effective this strategy is compared to a more generic homepage.

Example 6: A/B testing pop-ups

Pop-ups can be a very effective tool for capturing email addresses, offering discounts, and promoting special offers. However, if implemented incorrectly, they can also disrupt the shopping experience and potentially drive customers away from an ecommerce store. A/B testing different pop-up strategies can help you find the right balance.

Pop-Up designs

The design of your pop-up can greatly impact its effectiveness. You might test different colors, fonts, images, or CTAs to see what gets the most engagement. For instance, a minimalist design might work better for some audiences, while others might respond more positively to something more vibrant and eye-catching.

Timing

Pop-ups that appear too soon might annoy visitors who haven't had a chance to explore your site. On the other hand, if pop-ups are delayed too long, visitors might have lost interest or left. You could test different pop-up timings, including showing the pop-up immediately upon arrival, after a certain amount of time spent on the site, or when a user appears to be about to leave (known as exit-intent pop-ups).

Content

The content of your pop-up also plays a significant role in its effectiveness. You could test different messages or promotional offers in your pop-up — for example, some visitors might be enticed by a discount code, while others might prefer a free shipping offer.

Frequency

How often a pop-up appears can impact its effectiveness, and how it's perceived by visitors. Pop-ups that appear too frequently may annoy visitors; while those that appear too rarely may not have enough reach. Testing different frequencies can help you find the sweet spot. 

Need more A/B testing ideas?

If you need more ideas for ways to build out your digital experimentation strategy, download our ebook: 26 A/B testing ideas to increase click-through rates and boost conversions. 

How do you find the right A/B testing tool for ecommerce?

To find the right A/B testing tool for your ecommerce business, you’ll need to consider several key factors. Here's a quick look into each of them.

Testing velocity

Testing velocity refers to how quickly and efficiently you can set up and run tests, and collect data. The faster you can test, the more customer data you can collect in a shorter period of time — which, ultimately, enables more data-driven decision-making. When evaluating A/B testing tools, consider how quickly you can create new tests, how many tests you can run simultaneously, and how the tool helps streamline these processes.

Ease of use

A/B testing tools should be user-friendly, with intuitive interfaces and clear instructions. You'll want a tool that makes it easy to set up tests, monitor them in real-time, and make adjustments as needed. This will not only save you time but reduce the risk of errors.

No dependency on developers

Ideally, marketers should be able to run A/B tests without a need for extensive technical knowledge or developer assistance. Tools that require coding skills can slow down testing velocity and limit the number of tests you can run. Look for a testing tool with an easy-to-use interface, so you can create tests, change text, images, CTA buttons, and other elements, without any coding knowledge.

Easy results analysis

The best A/B testing tools make it easy to analyze the results of your experiments, and the statistical significance of those results. The tools should provide clear, easy-to-understand reports that show which version of a test performed better, and why. This will enable you to quickly derive insights from your tests, and apply those learnings to your live site.

High performance

High performance during A/B testing is essential because it ensures that the tool can handle a high volume of traffic, run multiple tests simultaneously, and deliver accurate results quickly. A high-performing tool will not slow down your website, which is crucial because even small delays can lead to significant drops in conversion rates.

No flickering effect

The "flickering effect," also known as FOOC (flash of original content), is a common issue in A/B testing. The effect refers to the original version of a page briefly appearing before the test variation loads, creating a jarring experience for the user. FOOC can confuse visitors, skew test results, and even prompt users to leave your site. It’s important to ensure that your A/B testing tool is capable of seamlessly rendering the test variant without triggering the flickering effect. 

Start testing, and generating more revenue, from the same traffic

A/B testing is an incredibly powerful tool for ecommerce stores. By systematically testing different elements of your website, you can gain valuable insights into what works best for your audience, and continually optimize your site to improve user experience and conversion rates.

The beauty of A/B testing lies in its simplicity. It's about making small, incremental changes that can lead to significant improvements over time. Whether it's a headline, a call-to-action, or the timing of a pop-up, every aspect of your website holds the potential to be a game-changer for conversions.

However, the goal of A/B testing isn't just about conversion rate optimization — it's also about learning more about your customers. Each test you run will help you develop a deeper understanding of your audience's preferences, and, ultimately, make more informed, data-driven decisions about how you shape the customer experience and your next marketing campaign.

It could even make sense to kickstart your testing plan today. With just a few small tweaks, the traffic that you're getting now could be generating much more revenue for your business. Don't miss out on the opportunity to maximize your ecommerce potential: you can begin your A/B testing journey with our AI-powered tool, Contentful Personalization.

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