5 Checkout A/B Testing Ideas to Increase Revenue in 2022

Why A/B testing is necessary for eCommerce

A/B testing refers to a randomized experimentation process where different variables are shown to different users to uncover which option has the greatest impact on conversion rates. A/B testing will identify the design, content and methods that elicit the best response from visitors. You and your team can use this information to implement the most suitable updates to the website. In some cases, you may learn what actually does not impact the consumer experience. This information is crucial for businesses to stay competitive in the markets they’re selling into.

The benefits of A/B testing

When executed correctly, A/B testing eCommerce touchpoints offer numerous advantages. The following are some improvements you should see as you apply changes based on the data gathered from your tests.

A/B testing ideas for checkout

As previously stated, the checkout process is a crucial part of the sales process, so it is paramount to use A/B testing for checkout optimization. The following are a few eCommerce A/B ideas to explore for checkout testing. A word of warning at the start that checkout A/B tests should be localized for region and industry verticals. If you’re selling in multiple countries, checkout preferences from one region to the next will vary greatly. The same goes for different categories of products sold by the same company, which should be tested in separate instances.

Single page vs multi-page checkout

It can be difficult to decide between single page or multi-page checkout because there are pros and cons to each. For example, single page checkouts have the advantage of reducing the number of distractions since everything exists on a single page, but they may have a longer loading period. Also, they make it harder to pinpoint the area in which users usually abandon their carts.

Different Templates

There are many ways to format your checkout page. Your checkout page or pages may have one column of information to fill out, or you may choose to use multiple columns. Where and how key information like — cost, contact information for customer service or trust seals — is displayed should be considered as well. Consumers do not want to be surprised with hidden fees or shipping costs, so they must be able to easily locate this information.

Form Fields

Form fields may seem straightforward; however, you should try out different lengths and features. Should you include separate First and Last name fields or a Full Name field? One or two fields for address? Different fields for Billing and Shipping addresses or a “Same address” checkbox? These and many others should be tested to assess what works best for your client profile.

Call to Action (CTA)

To begin the checkout process, you must first get consumers to the checkout page. Every page in your purchase funnel should contain a call to action. Generally, these are small buttons that read “Check Out” or “Buy Now” or “Place Order” that advance the customer through the checkout flow.

Trust Badges/Seals, Guarantees, & Refunds

Consumers may be hesitant to follow through with a purchase. Badges, guarantees, and refund policies can put the patron at ease. Unfortunately, they can be easily ignored or missed, which is why an A/B test on your checkout page can be used to determine the best placement for users to see this information.

Good practices for A/B testing

Even if your business is currently converting users to a satisfactory degree, there may still be areas on your website that are running at a suboptimal level. Luckily, A/B testing is the right tactic that will highlight the high and low areas of performance. When you do run tests, it is vital to follow a few guidelines so that your experiments are effective. Plus, the data you gain will better reflect the results of your tests.

Track your changes and attach proper KPIs to your experiments

It may seem obvious, but it is crucial to keep track of your changes. This way, when you do make changes to your site, you can implement the ones that made the most impact. Additionally, you can rerun tests that you have previously completed to see if consumer trends have changed.

Test the invisible elements or small stuff too

Some things may seem insignificant because of their size or because they are invisible to the consumer, but they can have a big impact on how the page reads. In addition, users have expectations for how a webpage will function or where information will be placed. Explore different placement choices, word choices, and function options (like hashtags or breadcrumbs) to figure out which changes are noteworthy.

Test to different audiences

Every group will have their unique response to a test. The larger your consumer base, the more tests you will need to run. Also, you will need a fair sample size for each test. Multiple trials of the same test will help you understand how your customer base responds to a change. As well, you will pinpoint conflicting areas, so you may have to run more tests to find a solution that positively engages multiple parties.

Give the test enough time to run

You may be tempted to terminate a test if you see a significant difference right away; however, you should continue the test until you reach its preset termination date. There are many variables, like when payday lands, which can skew data taken from a brief period. For this reason, tests should be run for at least two to three weeks.

Conclusion

Every audience is unique and their preferences will change over time. Experimentation is an unending process that can be used to help you understand your audience and their preferences, which in turn will lead to checkout optimization. In addition to A/B tests, there are other more complex types of CRO experiments you can consider for your website and checkout, such as Multivariate testing (MVT), where combinations of variables are simultaneously tested, split testing and personalization. These, however, require more effort and resources, and they are greatly dependent on having enormous amounts of traffic on your website and carts.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
2Checkout (now Verifone)

2Checkout (now Verifone)

1 Follower

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.