AB Testing in e-commerce, also called Bucket Testing or Split Testing, is an experiment that allows comparing two versions of the same element in order to discover which one generates the best performance. Through this test, it is possible to compare, for example, buttons, content, promotions, pages, emails, photos, videos and colors, among other things.
In other words, each AB Test compares the original version of an element, which is called the “Control”, with the altered version, which is called the “Variation”. Both versions are exposed to the same audience for a period of time. Thus, it is possible to find out which one produces the best performance and which, because of that, should become the official version.
AB TEST IN E-COMMERCE: HOW IMPORTANT IS THIS RESOURCE?
Doing AB Test in e-commerce is an extremely important task. Through this feature, you can find out which version of a product page pleases consumers the most and, therefore, generates the highest conversion.
But not only that. The AB Test also makes it possible to know which “Buy” button format generates more sales, which page color generates better results or which page or image description converts the most, for example.
Furthermore, the Split Test can be useful for you to evaluate which ads drive more consumers to your online store's sales pages, which will help you improve the quality and return on investment of your paid traffic.
What's more, the AB Test is ideal for comparing email versions and thus optimizing your Email Marketing campaigns. It helps you understand the cause of cart abandonment on your site. And finally, it lets you find out which layout can generate more leads and customers, among other things.
STATISTICS OF USE OF THE AB TEST BY COMPANIES
According to an infographic from Invesp :
- 58% use AB Testing to optimize conversion rate, while 35% plan to do the same.
- 44% use Split Test software;
- 60% believe AB Testing is highly valuable for conversion optimization;
- 63% believe that it is easy to implement AB tests, while 7% believe that this is a difficult task.
Despite the good acceptance of the Split Test by the companies, only 12,5% of the tests of this type generate significant changes. According to Invesp data, running 2-3 AB tests per month seems to be the ideal amount for improving customer satisfaction.
In any case, according to Invesp, the AB Test is the second most popular Conversion Rate Optimization (CRO) method. It is second only to Customer Journey Analysis. Today, about 71% of companies perform 2 or more tests of the type monthly.
AB TEST TYPES IN E-COMMERCE
There are no limits for using the AB Test in e-commerce. You can use this feature to test basically everything in your digital business. However, there are some very common AB Test types, such as those that allow you to compare:
- promotions;
- Descriptions;
- Buttons of all types;
- Images;
- banners;
- layouts;
- Call to Actions;
- Positions of elements on a page;
- Element colors;
- Backgrounds for websites and promotions;
- Advertisements of various types;
- Email formats;
- Email messages.
Finally, you can use Split Test to analyze the performance of any element of your online store and also of your Marketing campaigns. Want to know how? Keep reading and stay in the loop!
HOW TO APPLY?
The most common and effective way to apply A/B testing is by using software with analytical functions. In this context, you can use systems such as Hotjar , Google Optimize, Microsoft Clarity, Omniconvert, Optimizely, and Adobe Target, among others.
Specifically, the VTEX platform has an A/B testing feature that you can use in your online store. The RD Station platform allows you to perform A/B tests to analyze landing pages and email subject lines, for example.
If you need support using these A/B testing tools, remember that you can always count on Agência e-Plus. Agência e-Plus specializes in VTEX and RD Station. Our team operates throughout Brazil and in more than ten countries in the Americas and Europe, such as Portugal, Spain, and Argentina. To hire Agência e-Plus for A/B testing services, simply click the button below and start a conversation via messaging app:
