What & 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 several changes you can make to the cart that can be tested and optimized. What you test is ultimately up to you and your business needs, so use your imagination. Below are suggestions for commonly tested items. Be aware that not all of these suggestions may be appropriate for your company’s specific requirements. For recommendations specific to your business, contact Client Experience.

You can test changes in:

Checkout Configuration

Below are examples of what you can test for the checkout configuration:

Item	What to Test
Number of pages in the order An agreement between a seller and a buyer to exchange goods and/or services for money. An order can: - contain multiple products and quantities; - have multiple financial transactions. A preorder authorization is considered an 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 The review page contains summary information about the purchase a customer is about to make. 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 An individual or business purchasing your product or service by placing an order through Cleverbridge. The customer is the end user of this product, as they are not allowed to resell the purchased products or services. ​ A customer is unique per client. If a customer purchases products or services from two different clients, there are 2 separate records of said 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: Salutation Phone Fax

For more information about configurations, see Brand Your Checkout Process.

Marketing

Below are examples of what you can test for marketing:

Item	What to Test
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

Below are examples of what you can test for product prices:

Item	What to Test
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

Once you’ve decided what you would like to test, set up a multivariate test in the MVT Multivariate testing (MVT) is a technique for testing two or more different variables in the checkout process to determine which variable creates more revenue or a higher conversion rate. Campaign portal by setting up two or more candidates, which are randomly selected when a customer enters the cart. There is no limit to the number of candidates per test, but Cleverbridge recommends that you test only one change at a time. After you review the results, choose the best one and apply it to the cart. For more information, see Manage an MVT Campaign.