Greetings ecommerce professionals! Today we’re going to jump into the world of Conversion Rate Optimisation (CRO) and A/B testing. You’re busy people, so we’ll show you how to prioritise your A/B test changes based on their potential commercial impact and the effort required to implement them and also equip you with some practical examples. So, let’s dive in and get down to business!

If it’s your first time here, you may be thinking what is CRO? CRO is the process of optimising your website to improve the chances of visitors taking a desired action, like buying a product, signing up for a newsletter or booking a service. AB testing is a way to compare two versions of a webpage or element to see which one performs better.

Now, let’s explore how to prioritise your A/B test changes:

  • Brainstorm potential changes: Start by brainstorming all the possible changes you could make to your website to improve your conversion rate or goal metric. For example, tweaking your headline, adjusting your pricing strategy, or simplifying your checkout process.
  • Estimate potential impact: Consider the potential impact that each change could have on your goal metric. For example, tweaking your headline to make it more attention-grabbing could have a big impact on your website’s performance.
  • Estimate effort required: Consider the effort and resources required to implement each change. For instance, simplifying your checkout process may require significant changes to your website’s backend, while tweaking your headline could be as simple as updating a few lines of code.
  • Prioritise changes: Finally, prioritise your changes by comparing their potential impact against the effort required. Focus on changes that are likely to have the greatest impact with the least amount of effort.

But wait, there’s more!

  • Consider user experience: Improving your users’ experience can have a significant impact on your conversion rate. For instance, adding a live chat option to your website may improve your customer service and increase your sales.
  • Don’t overlook the small stuff: Small changes can have a big impact on your conversion rate. For instance, changing the colour of your “add to basket” button or adding social proof can be a quick and easy fix that can lead to higher conversions. Try not to overthink it!
  • Test and iterate: Testing multiple changes at once can be tempting, but it’s important to test each change separately so you can measure its impact. By testing, learning and iterating, you can gradually improve your website’s performance and continue to optimise over time.

Remember, CRO is not a one-and-done process. It’s an ongoing effort to improve your website’s performance and visitors’ experience. So, don’t be afraid to try new things, learn from your results, and keep iterating until you achieve the results you want.

That’s it for now, ecommerce pros. Go forth and optimise your website like a pro. And remember, don’t be afraid to ask for help or feedback from your colleagues or customers. Happy CRoptimising!

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