The easiest way to increase your web shop’s sales may be just a few small changes away. The term “A/B testing” is simply seeing how one variant performs against another. Often this is cited when comparing one version of a web page or website against another. The outcome may be derived from data such as time on site, click-throughs, sales, sign-ups etc. Small to Mediums sized businesses may not have the resources to do a serious bit of testing so we considered a few items that are on all online web stores which could be quickly and easily modified for testing. Some of the resulting data will be clearer than in other cases however in each case there will be no interruption in business so you can review as you see enough resulting data.
1. Default Product Sorting
Your products are arranged in some default sort when the user hits your product page. This could be newest, best-selling, by price, etc. A simple test could be done by changing the default sort. Perhaps have your best sellers appear first instead of newest items or highest to lowest priced. Returning customers might discover products they’d missed previously.
2. Encourage Social Media Sharing after Purchase
Your shopper just found that perfect item from your shop. They just completed their purchase and right there on the order completion page is a Tweet button encouraging them to “Share the joy” or “Tell your Friends”. There is no better advertising the words of mouth so why not compel your customers at the very point of the sale. You can find out how to create a button with pre-populated messages here: Twitter: Tweet Button Instructions Try using compelling messaging like “I can’t wait for my new PRODUCT from @WEBSHOP”. Test different messaging and CTAs on the button.
3. Add Small Graphics or Badges to Product Thumbnails
Maybe your shop has a sea of wonderful products to choose from. Sometimes all the choice can make it difficult for a shopper to zero-in on a product. Break up the image overload by adding a small graphic or badge to the thumbnail images. One or two words on a solid background can catch the eye. Try things like “New”, “Exclusive” or “Top Seller”. A simple way to follow up on the test would be to use the same badge on two similar products at different times to see if it give one a sales advantage.
4. Emphasis Your Great Return or Shipping Policy
Find the places where you may make a point of your no hassle return policy. Maybe you have “Read our Return Policy Here” or “No Hassle Returns”. Try changing it to something that spells out the offer like “No Question 30 Day Refunds” or “Instant Store Credit or Exchanges” Try adding this on your checkout page to reassure shoppers who might consider abandoning the cart. “Free Shipping” could become “You Qualify for Free Priority Shipping” or “Order Today for Free Shipping”. Often times simple changes in wording and placement can have a measurable impact.
5. Hero images and/or Messages
The first image that you visitors see is often something you chose to highlight. Perhaps your prior choice no longer is the best one. Maybe the message you thought was a nice welcome to new users doesn’t do anything to greet your returning customers. Also, consider seasonal or holiday images and messaging. Perhaps you take that prime space to display a sale or free shipping feature.
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