Nora Green was faced with a dilemma: When she finally launched her online accessories shop, she had imagined her handmade bracelets would sell like pancakes—because it did when she was still at university. She made a brochure of her creations and would bring it everywhere. Most of the girls bought their own and for their friends and family, too. Some even requested personal designs, and she gladly made it for them as well.
Her brochure was simple. The pages were kept in a clear book with nothing on the cover. Each design was photographed on a plain blue background with the name right below. It was clean and straightforward, and her patrons loved it.
Confident that her approach would also be a success story online, she asked her website’s developers to keep it simple, too. Visitors were welcomed with her best sellers followed by the other designs arranged by theme below. Each picture was a pop-up to a brief description leading to a checkout page with an ad on the side.
It was simple, but for some reason, there were a lot of abandoned carts. The worst part is, she had no idea what she was doing wrong!
That’s when the developers suggested they do a split test on the site.
In essence, an A/B split testing lets your customers choose their own adventure. In the case of Nora, the approach that gave her success offline did not work because she was working with their clients with a different dynamic. The internet offers overwhelming results that everything seems almost disposable. They can click and click and click, and before they know it, they have already lost what they intended to do. Users need an indeclinable visual stimulus to hold their attention up until “Confirm Purchase.”
So how will you know if you are using the right bait?
Throw them out to the water and wait.
A/B split testing lets you throw several baits to see which one gets the biggest fish in the shortest time, just ask these US digital marketing experts. For example, will your customers more likely click on the “free gift with every purchase” or “free shipping” of the same price? You will know if you put them both out there and see which offer received more clicks.
Why guess when you can test, right?
Simply put, split testing lets you see how your page visitors react with your content. Users:
• Spend more time browsing your website
• Click through for more information and subscription
• Engage and inquire
• Buy your product
And in turn reaps you these benefits:
• Reduced bounce rates a.k.a. the number of people who turn away at first glance at your website.
• Improved content engagement. Showing them what they want to see fires up their interest in other things you have to offer.
• Increased conversion rates. Less abandoned carts and more buy outs!
• Higher conversion value. The more popular your product is, the higher its value.
• Reduced risks. Experimenting with several samples on a certain number of users saves you time and money.
• Ease of analysis. You will know which works best through analytics and sales.
• Ability to improve the product. You will know which of your products need to be reinvented or put on sale.
• MORE SALES.
In a realm where the fittest rules the first page of Google—and the customer’s trust—you have to give users a visual reassurance, a picture they wish to find themselves in. More than images, it could also be a gift, a discount, even a succinct statement could make the big change when placed on the right page! You will never know what works best if you only stick to one thing.
You must only remember these two things: First, make sure that the test features you are going to use are your top picks to save you and your visitors’ time; and second, the outcomes you are aiming for should be measurable.
Things don’t always go according to plan, but the goal here is not to be perfect. It does not matter if it is a messy start as long as you know where you are going and you finally took the first step.