- What Is Shopify A/B Testing?
- How Does It Work?
- 5 Ways to Do Shopify Split Testing Faster
- Benefits of Split Testing
- Wrap Up
There’s no room for guesswork in ecommerce, particularly in a digitally progressive and competitive world like today. Sure enough, you design quality products to pique customer interest, but something keeps them from converting.
While you can perform the tests on micro-conversions, they won’t correlate with your revenue. Why? Because you’ll throw pasta on the wall to see what sticks.
Making estimates will only waste your time and money and keep you from learning what works.
Split testing, however, offers a strategic way to see what works and converts. It allows you to perform revenue-driven testing and optimize your practices for the better.
What Is Shopify A/B Testing?
Before we uncover hacks to perform a quick Shopify A/B testing, it is imperative to understand what it is in the first place.
A/B testing involves presenting website visitors with two distinct versions of the same page.
When you perform the test, you keep track of the conversion data and determine which version encourages visitors to complete the desired action – purchasing the product in this case.
This allows you to make data-driven, sound decisions to optimize your Shopify store.
Without this strategy, you’ll only guess and hope for the best. Not only will it waste your money, but it will also take longer to reach where you desire to as an ecommerce seller.
How Does It Work?
There’s no secret sauce to A/B testing in Shopify. In fact, it works the same as conventional A/B ecommerce tests.
When you design the split test, 50% of your visitors see one version, and 50% see another – consider the former version A and the latter one as B.
Version A is typically the original page called “control.” On the flip side, version B is the “variant.” If the latter outshines the former, it becomes your new control.
Now, you’ll design another variant to implement it and boost the results. The primary goal of split testing is to improve revenue from your store’s existing.
However, make sure you keep these tips in mind.
- Randomize your tests instead of determining who sees what when they visit your store.
- Run your tests for a specific timeframe until you gain enough insights to derive a meaningful conclusion.
- There’s no done and dusted A/B testing. You must perform it time and again to stay ahead of your competitors.
5 Ways to Do Shopify Split Testing Faster
Generally speaking, if you know the basics of performing the A/B testing, you’ll do it well and achieve purpose-driven results. Besides, if you get your hands on a reliable split testing tool, it’ll be the cherry on the top.
Here’s how to go about your first Shopify A/B testing.
1. Consider Hypothesis
While guesswork doesn’t boost your revenue per se, it does help in the process of split testing.
You must begin by defining your hypothesis, and every hypothesis is derived from the current data. This may include interviews, web analytics, heatmaps, user research, surveys, etc.
Consider you have the following assumption about your Shopify store, “Displaying shipping and return policies option below the “Add to cart” button boosts conversion rates.”
Of course, you did not present the hypothesis out of nowhere. Maybe you saw user feedback or noticed your high-intent visitors contacting customer support regarding shipping and return policies.
Therefore, you expect that adding the option below “Add to cart” will increase conversion rates.
2. Pick Your A/B Testing Tool
Now that you have a hypothesis, you need to pick an appropriate A/B testing tool to create and run the test. With so many online software and tools, feeling overwhelmed is not surprising.
Therefore, we suggest TridentAB for hassle-free landing page testing. The tool has been gaining traction recently, thanks to its seamless operation.
Here are a few convincing reasons that set this tool apart from standard split testing software:
- TridentAB helps you test images, messages, and layouts that add to your conversion.
- The tool features a straightforward editor, allowing you to design and set up your A/B tests in split seconds.
- The versatile tool allows you to choose how many variants you want to include, which users you desire to target, and the precise components you wish to test.
- You can analyze the results and how they affected your revenue on the analytics dashboard.
3. Design the Tests
After picking the right split testing tool, it’s time to create the tests. This step will require you to implement the hypothesis.
You need to create a variant page and display the shipping and return policies below the Add to cart button.
However, how you design the page and where exactly you’ll keep the button is another thing to consider. Besides, you also need to decide the color of the link and whether you’ll highlight it or not.
You need to address these questions before creating the tests. As a rule of thumb, discuss these questions with your marketing team. Also, ask them for suggestions to make the most out of your Shopify A/B testing.
Here are a few other things to consider when designing the landing page.
- Test the length, location, font, and verbiage.
- Because around 85% of customers say color is a primary reason they decide to purchase a product, do not forget to choose a striking theme. You can always hire graphic designers to do the needful.
- Go for contemporary style graphics and keep them captivating and fresh.
- Layout and structure can make or break your conversion rates. Therefore, design it strategically to make a few elements more prominent than others – the ones meant to draw visitors’ attention.
4. Run Them
Once you design the variant page, you need to perform the test to determine the results. Just as creating a test requires you to consider a few questions, running one also demands your attention. You need to ask yourself, “How long will you be running the test?”
A straightforward answer can be until it meets the sample size. But this doesn’t completely answer the question because the key element is missing: timing.
Customer shopping patterns are not static. They shift with days and weather. For instance, a few shop more at the beginning of the month, others buy increasingly on the weekends.
Besides, pleasant, sunny days convince them to place an order, while stormy days keep them from buying products because of annoying delays.
The answer lies in the time it takes to shop for a product. Do they purchase instinctively or perform thorough research before buying a product?
Considering these factors will help you finish the test. If the test exceeds the sample size, wait a week before completing it – essentially, if you want your efforts to bear fruit.
Also read: 8 A/B Testing Mistakes to Avoid 2022
5. Analyze the Data
Now you have valuable insights and relevant data at hand, so which version won? TridentAB will display the results in analytics and recommend the winner.
While the results might tempt you to pick the version that led to more conversions quickly, you need to keep a few metrics in check.
- Cart abandonment rate
- Conversion rate
- Total profit
Then, you must segment the data to see if the chosen hypothesis stood right among specific segments. Some segments may include the following:
- Device: Mobile, iPad, tablet, PC
- User type: New visitors or returning visitors
- Mobile: Android, Windows, iOS
- Browser: Safari, Firefox, Chrome
You must ensure that your data for each segment is significant to declare one version the winner. This will help you implement your split testing results and improve conversion rates and revenue.
Benefits of Split Testing
- Decrease Bounce Rate
- Enhance Engagement
- Limit Cart Abandonment
- Improve Conversion Rates
- Boost Subscriptions
- When to Consider One
Because conversion is all that matters in ecommerce, A/B testing in Shopify helps you discover what triggers an action in your target customers. Oftentimes, minor tweaks in the version make a positive or a negative impact.
Split testing allows you to unveil changes to CTA, images, copy, and theme to create intriguing landing pages – that convert.
Besides figuring out the improvements, you also uncover data to help persuade the customers through the buyer journey.
For instance, unleashing the theme that converts the visitors helps you redesign the landing page for the better. Here is how else split testing matters in ecommerce.
Decrease Bounce Rate
Bounce rates signify how many visitors abandon your website after visiting a page. High bounce rates indicate you’re doing something wrong as a seller.
Google Analytics helps you spot your bounce rates seamlessly. A high bounce rate signifies you’re not providing the value your customers expect.
Perhaps something keeps them unengaged on the site, and they tend to leave it. A low rate, on the flip side, means you’re implementing correct strategies to grab their attention.
Shopify A/B testing lowers the bounce rate by allowing you to discover your customers’ precise demands and needs.
Is it the bright bink theme that hooks your audience, or do they like the clutter-free search bar? Split testing helps you uncover the content and context that motivates your audience to complete the action.
You can monitor the engagement through analytics like click-through rates, newsletter sign-ups, products added to the cart, shares, etc.
A/B testing is your chance to optimize the product page and make it more engaging, maybe by adding a new image or perhaps by featuring an enticing product description.
Limit Cart Abandonment
Cart abandonment is one of the most frustrating things ecommerce sellers experience. Studies reveal that around 69.82% of shoppers leave the cart without buying an item. A/B testing saves your day by letting you spot the exact reasons that made the visitors leave.
Did your CTA lack prominence, or were your product photos awful?
The real-time testing gives you an insight into the shortcomings of your business practices and allows you to implement variant that reduces cart abandonment and boosts sales.
Improve Conversion Rates
Conversion rates directly relate to your marketing efforts. High conversion rates indicate you’re following the best practices and your customers love purchasing your products. Low conversion rates, on the other hand, show you’re lagging.
Split testing allows you to uncover what’s reducing your conversions. You can alter your copy or add HD images to encourage visitors to complete purchases. However, note what works for your competitors might not work for you.
Images and copy alone do not limit conversion rates. You need to define hypotheses through micro conversions and perform tests to uncover what works.
As a rule of thumb, consider your checkout page, ad landing page, homepage, and product page to boost conversion rates.
Split testing helps you get more subscribers. Simply put, it allows you to target visitors that can become buyers in the long run.
You can retarget them with an effective email marketing campaign, from personalized welcome emails to promotional offers and newsletters to thank you emails.
Nurturing your leads helps you strengthen your bond with them and turn them into loyal customers.
When to Consider One
To begin with, split testing is not for you if you’re a top Shopify seller. In fact, incorrect A/B testing can be detrimental to your business. Therefore, you must figure out if you actually need one. Here are a few reasons to consider split testing.
- You Are Investing A Lot In Acquiring New Customers. If you’re spending thousands of dollars to acquire new customers and fail to do so, you need to consider split testing. Your goal is to convince visitors to complete the desired action by the end of the day. If you do it successfully, you’ll be on a roll.
- Your Conversion Rates Are Dropping Significantly. You worked your fingers to the bone for your Shopify store, but recently, your conversions started dropping. Maybe you changed pricing, or perhaps you altered your landing page. Try A/B testing to see what you need to optimize to retarget your visitors.
- You Want to Optimize Your Shopify Store. You have not achieved what you desired as an ecommerce seller. However, you believe optimizing your Shopify store will help. This is the right time to perform a purposeful split test and execute meaningful strategies.
With the ever-evolving digital world and the changing consumer trends, staying ahead in the ecommerce game is not a walk in the park.
With over 1.75 million Shopify merchants, you need to leverage the best practices to outpace them. Split testing helps you spot what works to boost conversion rates.
You can implement the best version and enjoy the taste of your success!