Most marketers focus on creating a perfect homepage and keep performing A/B testing to improve its attractiveness. However, many marketers often forget that once visitors navigate to the next pages leaving the home page behind, it is necessary to keep them hooked to those pages as well. Thus websites A/B testing on ecommerce sites should be carried out to improve the site’s presence.
Apart from the homepage, landing pages and product pages, regular A/B testing on ecommerce sites should be done to keep it attractive. Still most marketers rather than keeping a check on all corners of the website, just tend to highlight the homepage. This can sometimes prove to be detrimental for your website as it may lead to reduced traffic even with a great homepage.
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Thus tracking each and every aspect of the website is important if you wish your site to make it to the top list of the search engine results page. Here are few techniques to know the impact of A/B testing on ecommerce sites.
Identifying through funnel reports
A visitor may go around a site looking over a number of elements. The surfing time is rather high on ecommerce sites where audience tend to spend a lot of time. However, every site has a few steps that the audience need to follow if they wish to make a purchase. This may be the simple step of visiting the site, viewing the product, adding to the cart and making the final purchase. These steps however, are viewed by the marketers in a funnel form.
Thus if you as a marketer follow the funnel metrics properly, you will be able to understand at which point exactly the visitors tend to leave. Once you have a clear idea which point of the funnel is the weak link, you can then start A/B testing on ecommerce sites to reduce the drop rates.
Analysing micro funnels
While the steps in the funnel are dynamic, marketers can also focus on the more minute details of the ecommerce site to draw out the metrics. Some ecommerce sites let you make direct purchase after you add a product to the cart. However, most sites tend to undergo some additional processes before completing a purchase process. Visitors often need to register with the sites or provide some additional details before moving to the next step.
While almost all ecommerce websites have registration process, some even let visitors purchase directly without being registered.
You as market can keep a check on the unregistered visitor, and see how many of these customers register themselves with the site. Once you have a detailed data you can then check at which point in the registration process do visitors tend to leave. Modification and A/B testing on ecommerce sites to encourage more visitors to register to the website.
Interact with audience
Interacting with audience can provide you with immense information on visitors metrics and the points where visitors tend to leave. Certain ecommerce sites provide a pop-up chat box where visitors can get assisted in their purchase process. Marketers can ask for reasons why the visitor is not registering with the site, or he may ask why they have not made any purchase.
The feedback from these audience is valuable as this can point out where and what a site lacks. The marketer can then insert improved designs, simplify payment procedure or change a particular step in the funnel to increase the conversion rate.