In today's fast-paced e-commerce industry, businesses always look for ways to optimise their websites and product pages to increase sales and revenue. One effective method to achieve this goal is A/B testing, also known as split testing. This powerful tool allows you to compare different versions of your product pages and identify which elements drive the most conversions.
E-commerce experts have long advocated for A/B testing, urging businesses to continually experiment with their website and product page designs to find the most effective strategies for driving sales. In this blog post, we'll explore 10 A/B tests of e-commerce brands' product pages proven to generate sales. We'll also provide brand examples and statistics to support the increase in conversion lift.
So, what product page optimization A/B tests should you run to generate more sales?
Your product images are the first thing your customers see, so making them visually appealing is crucial. Test different angles, lighting, and backgrounds to see what resonates with your audience.
Here are some types of product images that brands can test:
Amazon is a successful business that relies heavily on testing product images, resulting in a 27% increase in customer conversions. (Source: HubSpot)
Wayfair, an online furniture and home decor retailer tested product images for their rugs category and found that using lifestyle images, which showed the product in a room setting, increased conversion rates by 47%. (Source: CXL)
Warby Parker, an online eyewear retailer, found that showing the glasses on a model's face increased conversions by 12%. (Source: Shopify)
Your product description should be informative and persuasive. Test different lengths, tones, and formatting to see what drives more conversions.
Here are some examples:
Fashion retailer ASOS tested shorter product descriptions and found that they led to a 5.8% increase in conversions. While skincare brand Kiehl's tested product descriptions that emphasized the benefits of their products and saw a 22% increase in sales.
Outdoor retailer Moosejaw tested the length of their product descriptions and found that longer descriptions increased conversions by 30%. (Source: HubSpot)
Your product title should be clear and keyword-rich. Test different wordings and formats to see what gets more clicks and conversions.
Here are some types of product titles that brands can test:
Etsy is an e-commerce platform that allows individuals and small businesses to sell handmade or vintage items. They tested different variations of product titles and found that titles that included specific descriptors, such as color or material, led to a 12.9% increase in sales.
Online retailer Zappos found that adding specific keywords to their product titles increased their search engine visibility and organic traffic by 7.5%. (Source: Neil Patel)
Social proof is a powerful motivator for customers. Test displaying reviews on the product page and experiment with different formats, such as a star rating or a written review.
Here are some types of product reviews that brands can test:
Sephora is a popular beauty retailer that allows customers to leave reviews on products. They tested the placement of the reviews section on their product pages and found that moving it higher on the page led to a 15% increase in conversions.
Electronics retailer Best Buy tested displaying reviews on their product pages and found that products with reviews had a 15% higher conversion rate than products without reviews. (Source: Bazaarvoice)
Your CTA button should be prominent and clearly communicate what action you want the user to take. Test different colors, wording, and placement to see what drives more clicks and conversions.
Here are some types of CTA buttons that brands can test:
As mentioned earlier, social proof is a powerful motivator for customers. Test displaying social proof, such as the number of likes or shares a product has received, on the product page.
Here are some types of social proof that brands can test:
Online fashion retailer Nasty Gal found that adding a "most loved" section to their product pages increased conversions by 8%. (Source: Optimizely)
Customers want to know what to expect when it comes to shipping and returns. Test different messaging and formats, such as displaying shipping information as a pop-up or a dedicated section on the page.
Online retailer ASOS tested different messaging for their shipping and returns policies and found that adding a "free returns" message increased conversions by 8%. (Source: Econsultancy)
Product recommendations can help increase sales by suggesting complementary or related products. Test different recommendation strategies, such as displaying them on the product page or in a pop-up after a user adds an item to their cart.
Clothing retailer Bonobos found that adding product recommendations to their cart page increased their average order value by 33%. (Source: HubSpot)
In conclusion, A/B testing is a powerful tool for optimizing your product pages and increasing your sales. By testing different elements such as product images, descriptions, pricing, and social proof, you can identify the most effective strategies for your audience and grow your e-commerce business. Keep testing, e-commerce warriors!