What’s “A/B testing”? Split testing may boost e-commerce profitability

What's "A/B testing"? Split testing may boost e-commerce profitability

By randomly assigning some people to one of two alternative versions of a website, A/B testing (also known as split testing) may assess how well one variable performs in comparison to the other. The success of an A/B test is measured by seeing which of two versions of a page results in a higher conversion rate. To avoid bias caused by disparities in sample numbers, it is critical that both page variants be distributed uniformly throughout the population.

Number of Conversions from A/B Tests

The purpose of split-testing two versions of a web page for an ecommerce site is to increase the proportion of visitors who take the desired action. Some examples of conversions are:

Filling out a questionnaire and sending it in

By increasing the proportion of site users who become paying customers, A/B testing seeks to optimise the return on investment from existing traffic. The purpose of A/B testing is to optimise a website in order to increase income while keeping expenses constant, which may or may not be achieved through increasing visitors. Choosing the ecommerce ab testing is essential here.

Web page elements that companies often split test for clients.

Almost every element of a website may be put through A/B testing, and even little adjustments can occasionally provide valuable results. Commonly tested aspects of websites include the following:

Invitations to join: Actionable text; button shape, colour, and placement.

Conversion may be effected by both main and secondary information, whether it is shown above or below the fold, in the body content. Sometimes, changing just one word may make a huge difference in conversion rates.

Sociological evidence

Review, badge, partner logo, and testimonial combinations are often subjected to A/B testing.

Methodology for exploring the framework

There are certain websites that do better with fewer navigation choices, while others thrive when consumers have quick access to more material.

The checking-in method

All of the aforementioned elements can be assessed at any point in the checkout procedure, and many shops even play around with the order of steps to see what works best. Since the checkout process on SaaS ecommerce platforms is already usually well optimised, marketers can put their attention on other parts of the platform to A/B test.

A/B testing may also be used to examine the impact of different price structures, different types of promotions, different lengths of free trial periods, and even different types of free shipping promotions on conversion rates. Online stores may utilise an A/B test if they want to gauge the success of a certain element of their marketing campaign.

The Basics of Conducting an A/B Test


Analyse your own data and those of your competitors to see which areas inside your company may benefit from testing.

Make an educated guess that can be tested using the data you’ve collected or even simply your gut feeling. For instance, visitors struggle to find the section labelled “Shipping details,” thus including this information prominently in the header might increase conversions.

Determine the unknown factor.

Remember that an A/B test is a scientific experiment that, in order to yield accurate findings, must be carried out under controlled conditions.


An A/B test calculator may help you determine the sample size, as well as the length of time and number of visits needed, for a test to be regarded credible. All other parts of the website should remain unchanged outside of the one being tested if the results are to be trusted.