Have you started exploring the new eComm frontier? Conversion Rate Optimization is now the NEW KING.
Let's say you sell shoes on your website. You're getting traffic and your store is converting. But you wonder what a different Add to Cart color button might do. Will it increase conversions or decrease them? How would you know exactly?
We create an A/B test! We start with our Control Variant (Green Button) and create a Test Variant (Red Button). We then deploy this new test variant and rotate these until we can get enough views and find statistically significant results.
The result of the test will then give us the number of views, impressions, add to carts, sales, and other metrics for each variant. With these results we can determine which variant is the highest converting. Sometimes the control variant is and sometimes the test variant is but at least we then have that information!
The major search engines require a few best practices while running A/B tests.
Google and most other search engines allow and even encourage A/B testing on your website.
Running a proper A/B test doesn't pose an inherent risk to your website’s search rank. However, running an improper or abusing an A/B can possibly harm your search rank. The Shop Tinkerers and myself follow all of the best practices and make sure this will never happen to you with our process.
Below are some of the guidelines for running an effective test with minimal impact on your site’s search performance.
1. No Cloaking
2. Use rel="canonical"
3. Use 302 Redirects Instead Of 301s
4. Run Experiments Only As Long As Necessary
Are you constantly having to discount your product and run promotions just to get sales? CRO helps reduce that need.
As you improve conversion rate on your website, the increase you'll notice the most is the one in your revenue.
Revenue is easy to increase when you're pouring tons of ad spend on Facebook, Google, and others. As your increase your conversion rate you can either decrease your ad spend to keep your revenue the same or keep your ad spend constant to increase your revenue.
The results we get are statistically significant. This means we're not just picking what "looks good." We're doing what the data tells us.
With the rise of cost per clicks, increase online competition, making sure your site is buttoned up is extremely important.
At least 3-5 statistically significant A/B tests: value $997
A website audit to make sure all ecommerce operations are performing correctly: value $297
Installation and confirmation of any tracking tags including FB Pixel, GTM, Pinterest Tag, etc: value $247
Website heatmaps and recordings to further improve optimizations: value $454
Total Value: $1,995
These tests DO matter. Spending more money on ads won't solve the issues occurring on site! Fix the root and the rest will grow.