A seamless eCommerce customer journey is all about the transition from “buying” to “experiencing.” The key to growing your online business is to let your customers explore, decide, and share, and then learn from their experience. Over the years, A/B testing has evolved from a simple comparative study to a process backed up by a data-driven approach.
Businesses and website owners can utilize this approach at every stage of their customer journey. In this blog post, we take you through 15 A/B testing ideas for eCommerce conversion optimization that will make your cash registers ring faster than ever.
1) Have a Persistent Shopping Cart
Do you see that widget at the right bottom corner of Jabong’s homepage? Yes, that’s your persistent shopping cart. These items were added to the cart a couple of days ago, and as you can see, the cart is still intact with the items. What do you think happened here? A long-term cookie was established when the eCommerce site was opened. And now, the cart can be viewed during subsequent sessions for a given period of time. Magento defines persistent shopping carts as carts that keep track of unpurchased items that are left in the cart and saves the information for the customer’s next visit. A significant percentage of online retailers employ persistent shopping carts as it positively influences buyers’ purchase decision. This is because 56% of visitors tend to save their carts for later and take days or weeks to complete their purchase, and you need to ensure their carts are intact when they return.
2) Drop the Rotating Carousels
Agreed that carousels help you showcase more products, offers, and promotions. However, they also tend to annoy your visitors and tend to slow your website down as they aren’t SEO-friendly. Instead, stick to good old, appealing static images or use carousels that allow auto-rotation to stop on hover. Take a look at how Target has spread out its offers, and promos on different sections of the homepage and done away with the slider:
Grizzlyzoos used VWO to run an A/B test on their homepage to compare image carousels with static images. The results showed that while the old version (with carousel) only got 2.06% clicks, the optimized version (static image) fetched 40.53% clicks.
Grizzlyzoos used VWO to run an A/B test on their homepage to compare image carousels with static images. The results showed that while the old version (with carousel) only got 2.06% clicks, the optimized version (static image) fetched 40.53% clicks.
3) Reveal “Free Shipping” (or Shipping Fee) on the Product Pages
High shipping charges are a leading cause of cart abandonment, and no shipping charges is what beautiful shopping dreams are made of. eCommerce businesses that offer free shipping have multiple advantages over those who don’t. Read how adding free shipping increased AOV by 7.32% for NuFace. But we all have our financial constraints. If you charge for shipping, mention that cost upfront. Ozscopes goes a step ahead and provides a shipping calculator on their product page:
A Comscore study revealed that 47% of customers would abandon their carts if they are charged for shipping during the checkout. So, make sure your customers aren’t faced with any unpleasant surprises as a part of the checkout process.
A Comscore study revealed that 47% of customers would abandon their carts if they are charged for shipping during the checkout. So, make sure your customers aren’t faced with any unpleasant surprises as a part of the checkout process.
4) Bring All ‘Ways to Save’ Under One Roof
If there are multiple ways to claim discounts or freebies on your website – through coupon codes, loyalty points, and newspaper cuttings – then create a one-stop bar or menu for them. The bargain-hunting mamas will drop a tear or two out of sheer gratitude and will always love you the best for your considerate behavior.
5) Provide Live Chat Support
An effective live chat software provides a seamless user experience by addressing confusion and doubts instantly and conveniently, leaving less room for drop-offs. Also, calling customer support over and over again is the last thing a user trying to make an online purchase would want. If you are thinking of efficiency in customer service, think live chat. Guide that reluctant visitor who has been confusedly hovering over various elements by initiating a helpful chat session.
6) Use Browsing History for Personalized Recommendations
Did you know that 45% of online shoppers are more likely to buy from an eCommerce store that offers personalized recommendations? So, if you aren’t leveraging user history on your online store to provide a personalized shopping experience and retargeting your customers, you are probably missing out on an enormous opportunity to increase your conversion rate. Product recommendations are the ultimate eCommerce conversion optimization tactic that you need to include in your strategy. Keep track of user data such as location, traffic sources, preferences, purchase history so you can highlight products that are on top of your customers’ minds. One of the biggest players in the eCommerce Store space when it comes to personalization of product recommendations is Amazon. Take a look at the screenshot below. Suppose you just viewed Dan Ariely’s book on behavioral economics. This is how your homepage is going to look the next time you land on it.
Originally Published at www.vwo.com
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