Introduction
As an ecommerce store owner or manager, you’ve most likely seen a high web traffic to your site but remained puzzled on how to convert this into significant sales. You’re not alone.
Growing web traffic is a fundamental goal for any ecommerce store owner. However, high traffic volumes don’t inherently translate to thriving business performance. What’s crucial is leveraging that online traffic into actual sales through a high conversion rate - and that’s where your product pages come into play.
Your product pages are the critical linchpins that turn browsing visitors into paying customers. If you’re driving a substantial amount of traffic, yet seeing lacklustre conversion rates, it’s time to revamp those pages to better captivate your potential shoppers. To help you make the most of this untapped resource, we’ve curated a complete list of tips and optimisations that can significantly enhance the efficacy of your product pages and transform them into potent conversion engines. Read on to find out how to optimise your ecommerce site and improve your turnover.
Implement product page A/B testing to optimise conversions
Understanding the Value of A/B Testing
In your quest to improve conversion rates, one tool you can’t afford to overlook is A/B testing, also known as split testing. The beauty of A/B testing lies in its fundamental simplicity: you present two variants of your product page elements to similar visitors at the same time and then analyse which variant drives more conversions.
Identifying Elements for Testing
Almost any element on your product page can be A/B tested. This may include your headlines, product images, call-to-action buttons, product descriptions, pricing information, customer testimonials and even the overall layout of your page.
Almost any element on your product page can be A/B tested. This may include your headlines, product images, call-to-action buttons, product descriptions, pricing information, customer testimonials and even the overall layout of your page. By surveying your customers you can identify which elements may be pain points and benefit from testing. It’s important to focus your A/B testing on elements that directly affect your conversion rates.
Designing the Test
To implement A/B testing, start by choosing the element you believe will make the most significant impact on your conversions. Create two versions of this — version ‘A’ could be your current design (control version), while version ‘B’ is the new design (test version).
Executing the Test
Next, divide your website traffic equally between these two versions. Ensure that the test runs for a sufficient time frame, capturing data from enough visitors for the results to be considered statistically significant.
Analysing the Results
Once your A/B test has run its course, it’s time to analyse the results. Which version generated more conversions? If the new design (version ‘B’) performed better, you should implement this on the live product page. If not, revert to the original design and re-test with another element.
Continuous Optimization
Remember, A/B testing is not a one-off task. Optimising your product pages for conversions is an ongoing process that requires continuous testing and tweaking. Re-evaluate your page performance periodically and plan your next A/B test based on the insights gained from previous tests.