Find out how A/B testing will help you identify the right improvement ideas that will work for your industry, context, and customer demographic.

2. Introduction
© 2015 i95dev
• Why A/B testing works?
CRO tweaks and optimization tips derived from
different business and industry contexts may not
work in the context of every business . With basic
CRO covered using A/B testing can help derive better
insights.
A/B testing is a better tool when it comes to spotting
what works for your business or industry. It is a data-
driven and evidence-based approach to optimizing
your e-commerce channel for better results.
• Is A/B testing for everyone?
A fair amount of traffic is required to get meaningful
test results. To check if you are there yet, use an
online A/B testing sample size calculator tool.
A moment of realization !
Relying on the list of infallible Conversion
Rate Optimization (CRO) tweaks from a
leading expert does not get very far on
your sales target.CRO tweaks are good at
improving conversion rates; adding A/B
testing to your e-commerce optimization
toolkit is that which actually helps.

3. Top 4 testing grounds to begin with – A/B testing
1) Image Makeover
• Simply clicking product pictures and getting them onto your website is not enough in the
current hyper-competitive e-commerce space. E-commerce players are now providing a
superior shopping experience by offering 360-degree product views and product videos
to consumers.
• For those new to A/B testing, testing small changes like increasing the image size,
changing the model’s position or pose, adding in-context photographs etc. are good
places to start.

4. Top 4 testing grounds to begin with – A/B testing
2) Recommendations
• E-commerce giants like Amazon and e-bay heavily rely on up-selling and cross-selling to
maximize sales .
• A/B testing helps determining whether or not cross-selling and up-selling can clock
additional sales for your business.
• You can deploy different variants of the page: a version with no recommendations and
those which feature up-sells and cross-sells at different points in buyer’s journey.
• Testing a number of variations will supply more actionable data on whether
recommendations work and where they work best.
• It is crucial to conduct A/B testing before introducing lasting changes because impacts are
not always positive for all e-retailers.
Sometimes addition of up-selling and cross-selling features has led to lower conversions. The
reason -Buyers were distracted or confused.

5. Top 4 testing grounds to begin with – A/B testing
3) Price Matters
Price matters, but how it’s displayed matters more. Studies found that use of commas and
cents in pricing display changed how customers perceive price. The longer it appeared to eye
the more expensive it felt to the end buyer. Take for instance, how three different formats of
displaying the same price were perceived by customers-
• $1500.00
• $1500
• 1500
Shoppers felt $1500.00 more expensive than $1500, which again was seen as more expensive
than 1500.Don’t believe us, do A/B testing and find out.

6. Top 4 testing grounds to begin with – A/B testing
4) Layout Changes
Customer behavior can often throw up interesting variation ideas.
For instance, if you use heat maps you observe that the search bar is used a lot more than
the other icons on your home page. You may decide to give the search bar a more prominent
place on the homepage to improve user experience. But before making a major change to
how your homepage looks, you may want to test if the change will create the desired impact.
A/B testing makes such pre-testing possible.

7. There are a lot of improvement ideas floating around, but A/B testing will help you zoom-in
on the ones that will work for your industry, context, and customer demographic.
For those who are not techies, there are several tools on the market which can help e-
retailers setup tests within minutes. So try out A/B testing soon and let us know how it
worked for you.
Conclusion

8. For more information
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