Operating an ecommerce store without conversion testing is like running blind.
In this article we’re going to cover what conversion testing is, why it’s important for online store owners, and give you nine popular tests you can start running on your store today.
What Is Conversion Testing?
Simply put, conversion testing is the process of testing various elements on your website to ensure maximum conversion rates.
Why Is Conversion Testing Important for Online Stores?
Without conversion testing you’re making important decisions based on intuition, instead of fact. There are countless case studies that show how a minor change resulted in x% increase in sales. Conversion testing is all about optimization. You make small changes, measure the results, rinse and repeat. Monetate put together a diagram that shows the most popular tests:
9 Elements You Need to Conversion Test
One of the biggest challenges with conversion testing is figuring out what to test. Here’s a list of nine elements every ecommerce store owner should conversion test. Use this list as a starting point, and remember there are plenty of other elements to test – this list is just a good place to start.
1. Front Page
Begin by looking at your front page. Most potential customers land on your front page first, so it’s vitally important to optimize the heck out of it. What is the first thing a visitor sees? Which product (s) do you feature? How strong are your call-to-actions? Should you feature seasonal sales? Showcase free shipping? There is no right or wrong answer to these questions – the point is to make changes, measure the results, and optimize.
2. Color Scheme
This element might not seem like an important consideration at first glance, but you might be surprised how colors affect an action online. KISSmetrics ran a study on how people reacted to the various colors of call-to-action buttons. Color made a huge difference.
What is at the top of your ecommerce site should naturally field a visitor to the basic actions they will likely want to make. You should know what customers in your specific vertical are looking for. Shopify store Good As Gold has chosen to put a heavy emphasis on mens and womens clothing, brand search, and their blog. You’ll notice they put less emphasis on their Lookbook, shipping policy, about page, and contact form.
One thing I personally get peeved about is the lack of a wishlist or save for later feature. If I happen to come across a product I’m interested in, but really just want to save the item for later because maybe it’s a high ticket item or because I am intending to buy it as a birthday gift in a few weeks, then the “save for later” feature is a must.
5. Available Payment Methods
Not every online store accepts all forms of payment, so it’s generally good practice to display the methods of payment you accept. Most ecommerce store owners know that it’s a good idea to put credit card icons on their product page, but where else should they go? How big should they be? Which ones should you include? Shopify store Gatorade UK chose to put five payment icons on their homepage, not just their product pages:
6. Phone Number
In a recent article here on the Shopify Blog, an author made a case for merchants to stop offering telephone support. He stopped advertising his 1-800 number and reduced his workload by 50%. He took the savings, both in terms of time and money, and put it to improving his site.
It wasn’t that long ago when online shopping was considered an unsafe activity and many consumers shied away from it. However trust and reliability has gained foothold and now online shopping is no longer consider an unsafe activity. Or is it? Fact is, some segments of the population still consider placing a web order something to be quite cautious about, and will think twice before entering sensitive information on an unknown website.
8. Return Policy
It goes without saying that you should have a return policy, but how exactly should it be drafted? Furthermore, where and how should it be displayed on your ecommerce store? Try displaying your warranty or money-back guarantee in various locations and see what works best for you. If you need help creating a return policy, check this out.
9. Social Media
A lot of online stores let their customers share their purchases via social media. Test social media buttons on your site and see how it works, what it does, where it directs a visitor and what a potential visitor sees. Does it flow well, does it lead the visitor where you want them led, and do they increase awareness and sales? Here is an example from Shopify store Violent Lips.
Hopefully this article has given you a good understanding of what conversion testing is, along with a few good starting points for ecommerce store owners. We’re going to be digging deeper into conversion testing on the Shopify blog soon. In the meantime, to learn more, I recommend Crazy Egg’s blog The Daily Egg which posts great articles on conversion optimization.