Mar 10

A/B testing in ecommerce and how it’s done in Magento

What makes a customer complete a purchase? Do they find it easy to navigate the site? Are customers AB testing in ecommerce, How it’s done in MagentoAB testing in ecommerce, How it’s done in Magentoable to find the product information quickly? Do they like the colors in the new page layout? These are questions eCommerce businesses grapple with every day. If they have answers to these questions, it will help them tweak their site for better results. So how do eCommerce owners find answers to these questions? Through A/B testing.

What is A/B Testing

Every page in an eCommerce site has a built-in action. We say that the page is a success when customers take that desired action. These actions are not always about the purchase. For example, on a landing page, the desired action would be to click on the ‘Request a Demo’ button. In other pages, it might be seeing the embedded video, signing up for a newsletter, or even more straightforward – just proceed to the logical next page and action. Merchants resort to A/B testing to increase the conversion rate of these actions. It is about optimizing the page to get the most out of the existing traffic. So how do you do A/B testing?

You identify a variable that you want to test. You modify this variable and create a variation of the same page. It is then presented to half of your site visitors to test the effectiveness of the modification. 

The variable you are testing could be the content, design, or even functionality. For example, you can test two different headlines to see which one generates more interest and hence clicks. You can test two different design layouts for a product page and check which one engages the customers more. You can even try out different colors for the action buttons to see what is working, etc.

It is an iterative process and needs to be done continuously for best results.

Benefits of A/B Testing

A/B testing is based on data and not on gut feel or intuition. It allows you to make small, incremental improvements to your site without going in for a major rehaul. By opting for this method, you reduce your risk significantly.

Even a minor improvement in your webpage can push up your conversion rates. It could be something as simple as changing the fonts to make the page more readable or repositioning your call-to-action button to the top of the page. These minor improvements that you discover through this process will help reduce bounce rates, increase conversion rates, improve user engagement and ultimately customer satisfaction.

Few examples of A/B Testing

You can test any asset. However, we have listed below some of the most common areas where people adopt A/B testing.

  • Content Phrasing: The content you use on your site convinces your customer about your products and prompts him/her to take action. Right from the headline, the product description, the testimonials that you add, etc., all can be tested to arrive at the most effective content that will increase sales.
  • Page layouts: Do you have one static header image, or do you use carousels with multiple messages? How does the product information flow? Should all the information be showcased in the top half of the page? Where do you place the ‘Free Shipping’ information so that it is displayed prominently? How much space do you allocate to ‘Special Offers’. You can play around with different page layouts to address these questions and test each one of them to figure out what works best for you.
  • Imagery: In eCommerce, images are heroes. High-quality product images make people want to buy your product. Some of the customers even prefer to see the photographs of actual customers using your product. It can be more relatable and convincing. So what kind of images work well in your category can be figured out using A/B Testing.
  • Navigation: Should you design your menu to run across your page on top, or should it be a dropdown? Which option provides better navigation? What will take the customer faster to the checkout page? These questions can also get answered through A/B Testing.

What we have given above is not an exhaustive list. With A/B Testing, you can test anything related to site design. From Calls-to-action – what content to use, the colors that will make it stand out, to the placement of buttons, you can test anything. eCommerce merchants test promotional offers, the best time to air the promotions, the price of products, etc., based on the test results.                

How to run an A/B Test

  • Take the existing web page and identify the elements that can be improved and will positively impact your traffic and conversion rates. 
  • Make a second version of the webpage with the improvement that you want to bring about. It could be something as simple as changing the headline, repositioning the promotional offer, or even a complete redesign of the page layout.
  • The next step is to serve the original version to half of your site visitors and the modified version to the other half. 
  • You can now start measuring visitor engagement, collecting relevant data, and analyzing the results. It will help identify the version that is performing better.
  • The ideal period to run the test is at least two weeks.
  • You need to keep in mind that you need a steady stream of traffic to generate enough data to make meaningful conclusions.

Magento and A/B Testing

There are multiple third-party extensions available in Magento Marketplace that enable A/B testing. Some of the popular extensions are listed below.

A/B Testing by Amasty: Amasty allows you to run multiple A/B tests simultaneously for different product parameters. You also receive real-time information about page visits, conversions, and conversion rate changes that help you make quick decisions and actions.

Optimizely, GoTop – A/B Test, and Blue Acorn Convert Experiments are few other popular extensions on Magento.

Other popular A/B testing tools include Google Analytics, Unbounce, etc.

In Magento, you can even do advanced A/B testing that requires dynamic changes to the store configuration. For example, pricing and shipping charges are sensitive points that impact conversion rates. The Best Worlds extension allows you to test different pricing and shipping offers for each visitor to understand the perfect combination that will drive maximum sales. It also leverages Magento’s multi-website architecture and advanced configuration structure to make A/B Testing possible only on particular stores or extensions.

If you want to know more about A/B Testing for your Magento eCommerce store, connect with us at or call +359 898 707 570 / +1 877 787 2248

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