If you are running an ecommerce site, the product page is one of the key areas of your site you should optimize since a single change can result in big wins sitewide. In our product page optimization section, you can find tips, tricks, and best practices for improving your product page conversions from top ecommerce sites.
The story of Phineas Gage is one you may have heard in a college neuroscience class. While setting a powder charge in a rock outcropping, Phineas’ tamping iron unexpectedly sparked. The explosion propelled the 3 ½-foot iron bar into Phineas’ head—in through his left cheek, through his frontal lobe behind his left eye, then out through the top of his skull. Somehow, he survived.
So why would I write about this topic on a blog about optimization? Well, today’s marketing and product professionals would be wise to incorporate the “Phineas Gage” persona into their optimization strategies because his post-accident behavior is shockingly similar to the that of the average web visitor.
Before you can come up with meaningful A/B tests for your e-commerce store, you need to understand what your customers value when making purchases and what turns them away. The traditional method of collecting customer feedback via surveys has drawbacks.
Other, more unconventional, sources of information exist that can be extremely helpful in generating ideas for A/B tests. They are your customer service records, public forums, competitor data, and internal search keywords.
Testing a call to action is about as low as the low hanging fruit tests come, especially for an online retailer. Why? They appear on so many pages and are fundamental to the purchase path.
If you have not experimented with your call to action buttons already, then this story about how testing one call to action button drove a projected six figure revenue increase should persuade you to try.
VeggieTales wanted to systematically optimize the design of their entire site. They worked with BlueAcorn, an optimization agency that focuses mainly on e-commerce businesses, to run tests on their homepage, checkout page, product page, shopping cart, and mobile website.
These tests produced sitewide increases in revenue per visitor and conversion rate. Read more to see exactly what they tested.
Product page views, adding to cart, completing individual steps within the checkout funnel, completed purchases, average order value, and revenue per visitor are all metrics that matter for an online retail website. We have 12 ideas for experiments that are tailored to the conversion goals of an online retailer.
Each idea is a link to a full blog post with more detail and additional test ideas.
Social proof is a topic talked about frequently in online marketing. It is widely agreed upon that showing off logos of happy customers and testimonials on the website positively affects sales. But how do you best use testimonials to turn more new visitors into leads?
Learn how comScore A/B tested to discover a design that increased leads from product pages by 69%.
It’s inevitable that millions of dollars of worth of merchandise purchased for holiday gifts this year will be returned to the stores/fulfillment centers from which it came. Emphasizing an easy return policy directly on the product page is a simple experiment that could increase purchases.
A call to action on a website is meant to solicit action—a click—from a visitor. Applying best practices in call to action button design is a good place to start, then realize that each best practice should be put to the test.
For online retailers, product images are paramount. Imagery must help make up for the fact that the buyer is sitting behind (or holding) a flat screen and cannot factor tactile experience into the purchase decision. Imagery possibilities can also be endless: Do you go with models or no models? 360-degree shots or static? Product videos? Which thumbnail is the best default? Experimenting with how products are displayed on your website is thus a very valuable and lucrative thing to A/B test.