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Modifications to your website shouldn’t be made on a whim. Instead, it’s important that you conduct extensive A/B testing to determine whether the changes you want to make are going to make a positive impact on your bottom line. This is especially crucial for your shopping cart functionality.
Cart abandonment is rampant among online shoppers. In fact, an estimated 65% of online shoppers who begin a purchase will ultimately abandon their carts before fully converting. How do you avoid becoming part of that statistic? Start with A/B testing.
Testing leads to actionable, data-based improvements and decisions that optimize the customers’ shopping cart experience.
When you’re ready to start A/B testing, it’s important to develop a specific hypothesis to test. Say, for instance, you believe that asking customers to create an account AFTER the purchase will improve your site’s conversion rates. That’s the idea you want to use as the basis of your test. The bottom line is, you should be testing a change in a specific variable so that you can measure it. Too many moving parts and your team won’t be able to come to a conclusion on what worked and what did not.
Shopping Cart Optimization A/B Test Factors
Let’s continue to use the example test of determining whether or not it’s better to create the account post-purchase. How do you optimize your shopping cart? By asking a variety of questions and then implementing testing to answer them.
Here are just a few factors we can test to determine the best time to ask a customer to create an account without scaring them away from conversion.
1. Email Address — Does it matter where you ask customers for their email address in the checkout process? Are they put off when it’s the first question you ask, or should you request it later in the process?
2. Payment Type Display — Does it matter to your buyers if there are separate “Buy Now” buttons on the product page for different payment methods, such as ApplePay, Amazon Pay, or PayPal, or is a generic “Buy Now” button acceptable?
3. Cross-Sell/Up-sell Location — Do your customers care where the up-sell/cross-sell information is located? Would they prefer to see it on the left side, the bottom, or in line preselected, or another option altogether?
4. CD/USD Backups — Is the conversion rate impacted by offering CD/USB backups of your product?
5. Confidence Builders — What’s the impact of artificial confidence builders on the cart page, such as BBB stickers, security labels, or quotes from other buyers? Does it improve conversion?
6. Coupon Field — Is the conversion rate improved by not showing the coupon field unless the customer selects it?
All of these factors can be A/B tested, allowing you to achieve shopping cart optimization and improving your customers’ experience.
A/B Testing Shopping Cart Experiences
A/B testing your shopping cart experience must have statistical significance. In other words, implementing post-purchase account creation for a dozen sites doesn’t offer sufficient information to form a conclusion. Generally, A/B testing is conducted over thousands of transactions that take place over the course of a few weeks. This will help you determine if the sales are cyclical, or if they are under the influence of outside factors, including:
- Day of the week
- Hour of the day
Another factor to consider is how the A and B tests are being split. Are you:
- Splitting them 50/50?
- Testing traffic exclusively from one country, or spreading it around the globe?
- A/B testing one product line, or several different lines?
- Testing with coupons and promotions
- Certain that traffic tested is coming from the same source of data (i.e. Google search results, AdWords, affiliates, etc)?
A/B Testing with an End-to-end Ecommerce Platform
While there are several alternatives available for conducting A/B testing for shopping cart optimization, a full-stack ecommerce solution is certainly the most convenient option. With FastSpring, you’ll not only have the chance to conduct a number of A/B tests simultaneously, but you don’t have to pay for the additional traffic. Other platforms charge you based on the number of tests you run.
You might try to work around these additional charges by using a test account, but can you guarantee that the account won’t expire in the middle of your testing period? Imagine going through the trouble of creating a test, only to have it disappear before you get the results.
Interested in seeing how FastSpring can help you conduct your A/B testing to improve shopping cart optimization? Click here to request your free demo today!