What is A/B Testing? How to Do A/B Testing for eCommerce Business?

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What is A B Testing

Have you ever faced a situation where you’ve already planned everything like an email campaign or a new landing page, but at the last minute, you’re having second thoughts?

May the font size & button color should be different or the email headline should be more punchier?

When it comes to marketing a business, including an eCommerce business, this happens all the time.

So, how can you ensure that the choices you’ve made are the right ones?

Well, this is where the A/B Testing comes into the picture.

In this post, we’re going to discuss what is A/B Testing & how to perform A/B Testing for your eCommerce business.

What is A/B Testing?

A/B Testing, also known as Split Testing, is basically the act of creating two different, separate versions of your marketing campaign and then launching both of them to see which one performs better.

In other words, the concept of A/B Testing is simple. – If you want to know what happens when you change one thing, you need to set up a situation where that one thing changes.

Marketers around the globe use A/B Testing all the time to test different versions of their marketing materials like design, copy, forms, call-to-actions, etc.

And it’s just not because A/B Testing provides a better understanding of which marketing strategy will work best, but the data gathered from performing A/B Testing will also be valuable in future marketing campaigns.

How to Do A/B Testing for eCommerce Business?

Now that you have a proper understanding of what is A/B Testing, let’s jump right into the step-by-step process of how to perform A/B Testing for your eCommerce business.

Step #1 – Decide What You Want to A/B Test

The first step of performing A/B Testing for your eCommerce business is to decide what exactly are you looking to A/B Test.

This could be anything from copy & visual elements to email campaigns & landing pages. 

For example, if you want to keep visitors longer in your store, test different elements that impact it like improving the copy, increasing blog post lengths, etc.

Step #2 – Identify Your Goal

After deciding what you want to A/B Test, the next step is to identify what exactly is your goal and what metrics you need to measure for it. 

For example, if your goal is to get more people to land on your online store via email campaign, then you may consider moving the CTA (call-to-action) button moved up or placed multiple times throughout the email.

Step #3 – Set Up a “Control” & a “Challenger”

The control is basically the unaltered version of whatever that you’re testing like a landing page or an email campaign.

And once you have a control already in place, it’s time for you to build an altered version, a challenger, for the same landing page or email campaign by tweaking the important elements.

For example, if you think that including customer reviews on a product page will make a difference in sales, then set up your control version of the product page will no customer reviews. And then, create your challenger version of the product page with customer reviews.

Step #4 – Determine Your Test Audience

The size of your test audience mainly depends on the type of A/B Test you’re running. 

For example, if you’re testing an email campaign, you might want to send the A/B Test emails to a small portion of your list initially to obtain results. 

And you have the result data, you can pick a winner and then send the winning version to the rest of your email list.

On the other hand, if you’re testing something like a landing page that does not have a finite audience, you need to decide on how long do you want to test each version.

Ideally, you should test each version long enough to obtain substantial data like the number of views, clicks, sales to tell which version is statistically better than the other.

Step #5 – Take Action Based on Results

Once you’ve performed the A/B Test and one version turned out to be statistically better, then you’ve got a winner. 

However, if neither version of your A/B Test didn’t generate the results you expected or they’re nearly the same, then you might want to come up with a fresh version and run another A/B Test. 

The point here is to take advantage of the failed A/B Test data and figure out a new version based on that data for your new test.

Concluding Thoughts…

A/B Testing is, without any doubt, one of the best and most efficient ways to boost the performance of your eCommerce business. 

With A/B Testing, you no longer have to guess how a small change could impact the outcome such as the number of views, clicks, open rates, sales, etc.

This way, you can have confidence that your marketing materials are properly optimized for the best results.

With that being said, if you still have any questions or need our professional guidance, feel free to contact us anytime.

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