A/B Testing For E-Commerce - Avoid Directionless Optimization

A/B testing isn't just for nerds.

Sure, it can get a bit technical and math plays a major role, but lucky for you there are now plenty of tools to handle most of that for you.

Without someone who understands the brand, its audience, and basic strategy, A/B testing becomes directionless and a waste of ⏲ and 💰 .

For example - Directionless A/B testing might point to the home page as the first thing to test because it gets the most traffic. Quick wins right?! 🤪  

I prefer to target key landing pages instead. 

This is low-hanging 🍒 thanks to 3 facts about landing pages:

1️⃣ They target a narrow subset of your audience.
2️⃣ They don't have to change with every campaign or promo.
3️⃣ They can look different than the rest of the site.

For example, someone coming to our Group Orders page is likely to be someone on a vastly different purchasing path than a customer landing on a normal ecomm category page. 

We worked with an agency to identify B2B landing page 'best practices' and we tested them on this page. 

Over time, it morphed into a wildly different looking page than the rest of the site.

This is because we identified the audience and their motivations, and tested some easier ways to give them what they came looking for.

Since we implemented this change - our group order inquiries jumped 🚀 +95%. Incredible results! 

Testing should involve multiple stakeholders in your organization for it to be this effective, not just the tech guys!