New customers are hungry for what you’re offering, and it likely takes just a few slight tweaks to an offer or page to land those sales. It’s time to learn what to change.
Learning, changing, and testing are the crux of perfecting your website, shipping, and checkout process. When you offer only one path, you’re guessing that it is the best for your customers. However, customers change and so does the market. If you stick with that one sales journey, you may see significant attrition and not be able to react soon enough to stave off deep losses.
To keep your business safe, you’ll want to test multiple paths for your sales, how you display products, and much more. These choices, offering some customers “A” and others “B” to learn what works best, are vital to your future success.
Jake Rheude is the Director of Marketing at Red Stag Fulfillment, an ecommerce fulfillment warehouse that was born out of ecommerce. In this article, he provides a look at the A versus B comparison, called A/B testing, for ecommerce sites and gives you 6 major areas to refine for greater wins.
Test and enjoy your ecommerce success
These six testing options discussed above have one thing in common: they require you to put yourself in your customer’s shoes to see if things are easy and enjoyable. Whether you start with buttons and recommendations or want to tweak prices and shipping offers, it all comes back to the customer.
Give it your best guess and adjust based on the preferences you think they have. Then, and this might be the most important part of A/B testing, watch the results. Look for the changes that happen and the ones that don’t. Your customers are giving you feedback on the adjustments you made, even if nothing changes. So, take time to listen.
The final piece of advice is that it’s okay to start with any of these items or something else you think of, but stick with one change at a time if you can. Slow and steady wins the race, because changing one thing means you know what is working. Changing multiple things at once can make it difficult to properly attribute the success or problems to something specific.
And during the whole thing, have a little fun and your customers should too.