What and how to test
A/B testing enables you to run variations of your checkout pages against each other and find out which one performs best. Figuring out what and how to test are the first steps to increase your conversion rate.
What to test
There are many potential changes to your cart that can be tested and optimized. What you choose to test depends on your specific business needs, so feel free to get creative. Below are some commonly tested items, but keep in mind that not all may be suitable for your company’s unique requirements. For tailored recommendations, reach out to Client Experience.
You can test changes in:
Checkout configuration
| Item | Test scope |
|---|---|
| Number of pages in the order process | Test different variations of how many pages there are in the checkout process, such as one, two, or three pages. Try fewer pages with more text per page, or more pages with less text per page. |
| Review page vs. non-review page | Test the checkout process with a review page vs. a non-review page. note In the European Union (EU), a review page is required by law. In North America and the rest of the world, a review page is not required. |
| Navigation bar | Test the cart with and without the navigation bar at the top of the page. The navigation bar includes buttons to your website, such as Home, Products, About Us, and so on. note Generally, a navigation bar can distract customers and cause them to abandon the cart to go back to your website. |
| Progress bar | Test the layout and number of steps in the progress bar. |
| Continue button | Test the wording and color of the Continue button that customers click on to progress through the order process. |
| Quantity fields | Test different methods for editing the quantity fields, such as a + or – toggle, as opposed to the customer manually entering a number. |
| Security seals | Test the cart with and without security seals in the header or sidebar. |
| Testimonials in sidebar | Test the cart with and without testimonial quotes from satisfied customers. |
| Entry fields | Test the layout and number of required entry fields in the customer data input section of the cart. Often, unnecessary fields may be:
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For more information, see Optimized checkout and Checkout flow and elements.
Marketing
| Item | Test scope |
|---|---|
| Opt-in vs. opt-out | Test an opt-in or opt-out option for recommendations in the cart. |
| Position and layout of templates | Test the position of recommendations in the cart, such as below the original item in the cart, as a pop-up window, and so on. |
| Number of products to offer at one time | Test how many products to offer at one time as a recommendation. |
| Products that make the most revenue | Test which products bring in the most revenue when offered as a recommendation. |
| Coupon code entry | Test a discount that is applied automatically in the cart vs. a coupon code entry field where customers manually enter the coupon code. |
Product pricing
| Item | Test scope |
|---|---|
| Price points | Test different price points for your products. |
| Regional pricing | Test the buying power for different regions. For example, test different price points in Europe, North America, and Asia. |
How to test
After deciding what you'd like to test, set up a multivariate test in the MVT Campaign portal by creating two or more candidate variations, which are randomly shown to customers entering the cart. While there is no limit to the number of candidates, Cleverbridge recommends testing only one change at a time. Once you’ve reviewed the results, select the best-performing variation and apply it to your cart. For further details, see Manage MVT campaigns.