A/B Split-test your way to Improved conversion rates

The Early Checkout

The Ecom Growth Newsletter #52

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If you want to increase conversion rates on your Shopify store, running A/B split tests is a great way to do that. By testing different versions of your store, you can see which one performs better and make changes accordingly.

Split testing is essential to achieving your conversion goals and is much simpler than you might think to get started.

You don't need to be overly technically savvy, know how to code or have gone to M.I.T. to run a split test.

You need to be consistent!

Our returning expert contributor Mike Hoyles shares his 15+ years of accumulative wisdom on how to split-test your way to Improved conversion rates in less than 30 days!

Let's get into it...

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A/B Testing

Is a type of experiment where two different versions of a web page are shown to users at random, and the version that performs better is selected as the winner.

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Split testing is the easiest, most impactful thing you can do for your marketing efforts online.

You need to know zero code.

So what is it?

Split testing is simply having more than one version of something running simultaneously. That's it. Plus, there are a ton of third-party programs and plugins that can help you do this.

For example:

• You have a product page.

• You use a tool like Optimizely or a resource like GoodUI.org and you run two or three versions of that product page, “A” vs “B” vs “C”.

• Keep everything exactly the same, except for one thing at a time. Otherwise, you won't know what's driving more conversions.

  • Test with just different titles or headlines.

  • Then test with different product images.

  • Then test with a different CTA or “Call to Action”.

    • "Add To Cart”, “Buy Now”, “Checkout”, “Add To Bag", etc.

• A good cadence for split testing is A versus B versus C. Three versions.

• Run all three against each other for a period of 14 days.

• At the end of 14 days, you'll usually be able to clearly identify a winner and a loser.

  • Kill the loser.

  • Clone the winner.

  • Make a subtle change to the cloned version and run it again.

That’s it!

If you do this on a regular cadence, you will always have your top-performing version running, and it is constantly “in the ring”, defending against a new challenger variant every 14 days.

You can use this strategy for paid search ads, social ads, landing pages, product pages, and email campaigns - testing the subject line, CTA, imagery, time of day, day of the week and more.

You don't need to be technical, but you do need to be consistent.

This is an absolute gem of a strategy to engineer your way to improved conversion rates.

Want help running A/B Testing? Talk to Mike Hoyles

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Today's email was written & edited by: Zachary J. Radford

Today's expert contributor: Mike Hoyles

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