The continuous improvement cycle of split testing on websites has always been the most neglected tactics, that rarely gets deployed marketeers and agencies. The value of increasing conversion rates to get more people through the funnel should be a priority, especially for eCommerce websites.
One of the issues is having a plan of tests, to begin with. With this in mind, we created a suggested CRO Testing Stack (or hierarchy). So let’s unpack some of the quickest and most impactful tests that you should test.
1. ADD TO CART : BUTTON COLOUR
The most obvious test of all. The purchase process starts with a button asking a customer to add the item to the cart. Now we all know that marketeers become obsessed with their own corporate identity, and therefore in most cases, the call to action button colour will be a calm complementary colour that matches the corporate ID. What’s wrong with that you ask? Well, consider that changing your button colour to be more “aggressive”, could increase your total online sales revenue by 25%. Now, are you still so convinced about your add to cart button colour? In most cases, the winning colour will be one with high contrast. GREEN signifies GO and a bright green button with bold white text will often be a winning combination.
But in any event whether its green, blue or purple just test it and see.
2. ADD TO CART : TEXT
Building on the test above, does ADD TO CART make sense for your website experience. Does ADD TO BASKET or ADD ITEM, or PURCHASE make more sense? Again the answer to all these questions is, you don’t know until you test it!
3. URGENCY STATEMENTS
Many websites now have urgency functionality built into there templates.
You have probably seen them.
Things like:
10 People Looking at this Now
In High Demand
Last Few Remaining
Which statement will drive more action on your website? Where and how will the urgency statement be placed? You guessed it……test it.
4. FUNNEL NEXT STEP BUTTONS
The scenario we explained in item 1 ADD TO CART, should not just be limited to testing on the Product Display Pages.
The funnel starts when the customer commences the check out process.
What visual markers are you using to take a user to the next step? Would it drive less drop-offs if the NEXT STEP button was placed in a more prominent position or with a higher standout/contrast colour?
5. EXPANDED PRODUCT FEATURES & BENEFITS (FABs)
Many eCommerce sites suffer from very limited product information. Or are victims of the opposite, really long descriptive content that a browsing user may not wish to read. Of course, you often need both short and long descriptions to cater for all users (like technical specs, for example). But don’t underestimate the value of a few key Features & Benefits. What should the top 5- 10 product attributes be and where should you place those FABs? Test different combinations and the data will tell you the winning formula.
6. CUSTOMER ENDORSEMENTS
Customer endorsements are normally an effective way of providing proof and re-assurance in product and/or service quality.
As long as they look genuine and sound genuine. The trick is how to design them and place them, to enhance the user experience. Try a few different styles and placements.
7. BEST SELLER ICONS
Most brands will use X% off icons and of course, that’s fine and important. But what about when items are not on sale or promotion? It can be a valuable trick to place Best Seller messaging or even other attributes like “Made Locally”. I guess what we are saying is, what is the hero when its not all about price?
8. POST PURCHASE UPSELL
All of the types of testing above do not just apply to pre-purchase, remember to test beyond the sale.
9. REPEAT
Lastly, you have tested 1 – 8, well done 😉 And now you are done? This cycle should never ever stop. Maybe its time to test items 1 – 8 again. You never know if you have found the ultimate combination.
If you need help on any aspect of your eCommerce project. Contact Us for advice or guidance.
Article Author : Simon Lloyd
