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BOOSTING ECOMMERCE CONVERSIONS &
REVENUE WITH A/B TESTING
GoECart Confidential & Proprietary
WHY A/B TEST?
Copyright © 2016 GoECart Proprietary & Confidential 2
Infinite Choices Low Switching Costs Increasing
Expectations for the
Customer Experience
Customers are more empowered than ever!
Copyright © 2016 GoECart Proprietary & Confidential 3
Sony A/B tested variations of its checkout page layout and
increased purchases by 20%
Secret Escapes was able to double conversion rates and
increase CLV by testing variations of its mobile signup page
Obama’s 2008 campaign used A/B testing to captivate voters
and win the presidential election
A POWERFUL TOOL FOR MARKETERS
WHAT IS A/B TESTING?
Source: www.optimizely.com
Copyright © 2016 GoECart Proprietary & Confidential
4
Control Variation
A B
A/B testing consists of comparing two variations of the same web page to learn which one
performs the best among customers and improve conversion rates and revenue. The change
can be as simple as a single headline or button, or be a complete redesign of the page.
Source: www.venturebeat.com
Copyright © 2016 GoECart Proprietary & Confidential
5
The A/B
testing
process
Test your intuition:
Source: blog.wishpond.com
Copyright © 2016 GoECart Proprietary & Confidential
6
Version A Version B
Which version do you think performed the best?
Test your intuition:
Source: blog.wishpond.com
Copyright © 2016 GoECart Proprietary & Confidential
7
Version A Version B
Which version do you think performed the best?
↑ 325%
increase in
email clicks
Test your intuition:
Source: blog.wishpond.com
Copyright © 2016 GoECart Proprietary & Confidential
8
Version A Version B
Which version do you think performed the best?
Test your intuition:
Source: blog.wishpond.com
Copyright © 2016 GoECart Proprietary & Confidential
9
Version A Version B
Which version do you think performed the best?
↑ 606%
increase in
conversions
Test your intuition:
Source: www.whichtestwon.com
Copyright © 2016 GoECart Proprietary & Confidential
10
Version A Version B
Which version do you think performed the best?
Test your intuition:
Source: www.whichtestwon.com
Copyright © 2016 GoECart Proprietary & Confidential
11
Version A Version B
↑ 439%
more leads
Which version do you think performed the best?
Test your intuition:
Copyright © 2016 GoECart Proprietary & Confidential 12
Version BVersion A
Which version do you think performed the best?
Test your intuition:
Copyright © 2016 GoECart Proprietary & Confidential 13
Version BVersion A
Which version do you think performed the best?
↑ 300%
more
conversions
Copyright © 2016 GoECart Proprietary & Confidential 14
→ Headlines
→ Paragraph Text
→ Testimonials
→ Calls to Action
→ Buttons
→ Images
→ Media Mentions
→ Promotions
→ Navigation
Almost anything
on your website
can be A/B tested
Copyright © 2016 GoECart Proprietary & Confidential 15
BEST
PRACTICES
→ Familiarize yourself with your website’s problem areas
→ Know your baseline
→ Test both versions simultaneously
→ Allocate enough time for your test to yield meaningful results
→ Make sure to QA your experiment
→ Focus on impactful changes
→ Apply your learning to other pages
→ Don’t give up on your first try
KEY METRICS TO TRACK
Copyright © 2016 GoECart Proprietary & Confidential 16
Conversion
Rate
Average
Order
Value
Revenue
Per
Visitor
Product
Page
Views
Add to
Cart
Rate
Copyright © 2016 GoECart Proprietary & Confidential 17
There is no magic formula!
If A/B test results were repeatable for every website every time, there
would be no need to A/B test at all! Every audience is different.
TOOLS FOR A/B TESTING
Copyright © 2016 GoECart Proprietary & Confidential 18
CASE STUDY: My Wedding Reception Ideas
19Copyright © 2016 GoECart Proprietary & Confidential
TESTING THE PRODUCT PAGE LAYOUT
Copyright © 2016 GoECart Proprietary & Confidential 20
CONTROL VARIATION
RESULTS
Copyright © 2016 GoECart Proprietary & Confidential 21
↑ 217%
Boost in
Conversions
RESULTS
Copyright © 2016 GoECart Proprietary & Confidential 22
TESTING THE PRICE STRUCTURE
Copyright © 2016 GoECart Proprietary & Confidential 23
CONTROL VARIATION
RESULTS
Copyright © 2016 GoECart Proprietary & Confidential 24
↓ 37%
Decrease in
Conversions
RESULTS
Copyright © 2016 GoECart Proprietary & Confidential 25
Click here to watch the
full webinar on-demand
Thank You !
Julia Rotella
Digital Marketing
jrotella@goecart.com
(203) 612-5581
Head Office:
855 Main Street, Suite 400
Bridgeport, CT 06604
Primary Contact:
Connect with us!

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Boosting Ecommerce Conversions and Revenue With A/B Testing

  • 1. BOOSTING ECOMMERCE CONVERSIONS & REVENUE WITH A/B TESTING GoECart Confidential & Proprietary
  • 2. WHY A/B TEST? Copyright © 2016 GoECart Proprietary & Confidential 2 Infinite Choices Low Switching Costs Increasing Expectations for the Customer Experience Customers are more empowered than ever!
  • 3. Copyright © 2016 GoECart Proprietary & Confidential 3 Sony A/B tested variations of its checkout page layout and increased purchases by 20% Secret Escapes was able to double conversion rates and increase CLV by testing variations of its mobile signup page Obama’s 2008 campaign used A/B testing to captivate voters and win the presidential election A POWERFUL TOOL FOR MARKETERS
  • 4. WHAT IS A/B TESTING? Source: www.optimizely.com Copyright © 2016 GoECart Proprietary & Confidential 4 Control Variation A B A/B testing consists of comparing two variations of the same web page to learn which one performs the best among customers and improve conversion rates and revenue. The change can be as simple as a single headline or button, or be a complete redesign of the page.
  • 5. Source: www.venturebeat.com Copyright © 2016 GoECart Proprietary & Confidential 5 The A/B testing process
  • 6. Test your intuition: Source: blog.wishpond.com Copyright © 2016 GoECart Proprietary & Confidential 6 Version A Version B Which version do you think performed the best?
  • 7. Test your intuition: Source: blog.wishpond.com Copyright © 2016 GoECart Proprietary & Confidential 7 Version A Version B Which version do you think performed the best? ↑ 325% increase in email clicks
  • 8. Test your intuition: Source: blog.wishpond.com Copyright © 2016 GoECart Proprietary & Confidential 8 Version A Version B Which version do you think performed the best?
  • 9. Test your intuition: Source: blog.wishpond.com Copyright © 2016 GoECart Proprietary & Confidential 9 Version A Version B Which version do you think performed the best? ↑ 606% increase in conversions
  • 10. Test your intuition: Source: www.whichtestwon.com Copyright © 2016 GoECart Proprietary & Confidential 10 Version A Version B Which version do you think performed the best?
  • 11. Test your intuition: Source: www.whichtestwon.com Copyright © 2016 GoECart Proprietary & Confidential 11 Version A Version B ↑ 439% more leads Which version do you think performed the best?
  • 12. Test your intuition: Copyright © 2016 GoECart Proprietary & Confidential 12 Version BVersion A Which version do you think performed the best?
  • 13. Test your intuition: Copyright © 2016 GoECart Proprietary & Confidential 13 Version BVersion A Which version do you think performed the best? ↑ 300% more conversions
  • 14. Copyright © 2016 GoECart Proprietary & Confidential 14 → Headlines → Paragraph Text → Testimonials → Calls to Action → Buttons → Images → Media Mentions → Promotions → Navigation Almost anything on your website can be A/B tested
  • 15. Copyright © 2016 GoECart Proprietary & Confidential 15 BEST PRACTICES → Familiarize yourself with your website’s problem areas → Know your baseline → Test both versions simultaneously → Allocate enough time for your test to yield meaningful results → Make sure to QA your experiment → Focus on impactful changes → Apply your learning to other pages → Don’t give up on your first try
  • 16. KEY METRICS TO TRACK Copyright © 2016 GoECart Proprietary & Confidential 16 Conversion Rate Average Order Value Revenue Per Visitor Product Page Views Add to Cart Rate
  • 17. Copyright © 2016 GoECart Proprietary & Confidential 17 There is no magic formula! If A/B test results were repeatable for every website every time, there would be no need to A/B test at all! Every audience is different.
  • 18. TOOLS FOR A/B TESTING Copyright © 2016 GoECart Proprietary & Confidential 18
  • 19. CASE STUDY: My Wedding Reception Ideas 19Copyright © 2016 GoECart Proprietary & Confidential
  • 20. TESTING THE PRODUCT PAGE LAYOUT Copyright © 2016 GoECart Proprietary & Confidential 20 CONTROL VARIATION
  • 21. RESULTS Copyright © 2016 GoECart Proprietary & Confidential 21 ↑ 217% Boost in Conversions
  • 22. RESULTS Copyright © 2016 GoECart Proprietary & Confidential 22
  • 23. TESTING THE PRICE STRUCTURE Copyright © 2016 GoECart Proprietary & Confidential 23 CONTROL VARIATION
  • 24. RESULTS Copyright © 2016 GoECart Proprietary & Confidential 24 ↓ 37% Decrease in Conversions
  • 25. RESULTS Copyright © 2016 GoECart Proprietary & Confidential 25
  • 26. Click here to watch the full webinar on-demand Thank You ! Julia Rotella Digital Marketing jrotella@goecart.com (203) 612-5581 Head Office: 855 Main Street, Suite 400 Bridgeport, CT 06604 Primary Contact: Connect with us!