"4 minutes" was the name of a popular song by Madonna and Justin Timberlake, but it can also be an anthem to the amount of time retailers must target in improving their e-commerce product pages.
When launching a website, a retailer should convert product details into the following page elements:
To best refine those details, a retailer should consider a few ways to conduct an A/B test. An A/B test examines to variations of a website element to determine if visitors are responding to one version over the other.
The test durations can vary, but teasing page elements for basic element qualities can yield quick analysis. The tests can consist of basic straightforward elements such as:
Landing pages and test pages can be tested in conjunction with each other, or mixed. For example, one test would cover newsletter A with landing page A, and newsletter B with landing page B. A second test experiment would run with newsletter A with landing page B, and vice versa. This methodology can offer a more clarity regarding which broad elements such as offer and call to action are best, particularly if the results are very close.
To gain a reasonable comparison on test results, ensure that each page visitor is always offered the same promotion. For example, consider a test of a free gift (A) against a discount (B). An A/B test should reflect that the same visitors see the free gift as well as the discount.
There are other tips that can make an A/B campaign straightforward. Here are some ideas: