Regardless of the time and resources you put into building the most up-to-date and user-friendly car e-commerce website, there will always be features that could be improved. This is where A/B testing comes in.
A/B testing involves making small changes to your website until you find a combination that appeals to your audience. This means there are very few “ah-ha!” time out; A/B testing is for small steps. But be patient, let the test data tell you, and you’ll be richly rewarded.
Whether this is your first attempt at A/B testing or you’re already on a never-ending quest for ways to improve your e-commerce site and increase conversions, here’s A/B testing Seven easy tests for your car e. – business site.
Show your product alone or in context?
Of course, you have to use high-quality images to show your products, but what is the best way to show them? Users want to see the product in action or against a strong background? A/B testing will tell you.
Every analysis and data shows that video is the future. Even the sharpest, most beautiful images have limitations. Video is as close to the customer as possible to bring their product to life, unless the customer is holding the part or product in their hands. If you haven’t invested heavily in product videos, start with a few for selected products and see how they work. If you already have a product video, try the autoplay option and add captions to make it accessible and make sure customers browse your site without sound
List List vs Tile
It’s your website’s job to make it easy for customers to find good products. But what is the best way to visually organize your products? For some, a grid view is more effective. For others, mosaics produce better results. Try A/B testing the layout of your product page and compare user engagement for list view and tiled view. You can also offer both display options through a small button above the product results, as CARiD does, if you find that your customers respond well to that option.
The biggest call to action
Customers don’t have to search for what they’re looking for on your page. It should always be clear where they should go to get what they want. If they can’t find a place to view or add to cart, your site fails. These are the two most important elements of your store and when it comes to these CTAs, the bigger the better. But what design, color palette, and wording of your buttons are best? Try it.
Service contact details
It may seem like a small thing, but adding your contact information can have a big impact on your conversions. Relationships are built on trust, and client/client relationships are no different. Customers want to know how to contact you if they have a problem. Try displaying your email address, phone number and (if applicable) your physical location on your site and see if it boosts your conversions.
Vertical photos in the carousel
Carousels have fallen out of favor recently. Experiments have shown that they can often distract customers, causing them to ignore details that customers are often trying to convey, such as sales and new products. Automotive e-commerce customers also want control, which automated carousels take away. So if you’re using a carousel (banner slider) at the top of your page, try replacing it with a static hero image and a clear message. You may find that one bold image and message resonates more than multiple images and options. CARiD Home is a good example of this, allowing buyers to enter their car details directly to find the best product for their needs.
Show price reduction
If you have recently reduced the price of an item, make sure your customers know about it by showing them. But what is the most effective way to show them? That’s something you have to try. It could be a “premium” price like the one JEGS uses on their website, different colored text, or an icon over a product image. There’s only one way to find out what works best for your site: A/B test it.
What to prioritize in A/B testing
You can avoid costly mistakes with your A/B testing if you know what to prioritize. Here are a few things to do and keep in mind as you get started.
Test your most profitable pages first – Start where the money is. Start experimenting with the pages that bring you the most traffic and money to build on that success.
Assign an A/B Tester – Assign one person on your team to manage, implement, track and report A/B testing. The saying “many cooks in the kitchen” applies to A/B testing. Keep it simple and have one person in charge of handling these parts.
Don’t Forget Mobile – Run A/B tests on mobile and desktop. Mobile results can be 180 degrees different from desktop results. What works for one may not work for another.
Start big – Start by trying your own big things; hero image, buy button, product description. Don’t get bogged down in trying small things until you’ve tried big things and improved first.
Test one element at a time – Choose one element at a time to test, otherwise your results will be skewed and you won’t be able to determine which elements are tested on the page.