A/B testing: 4 effective examples

A/B tests that have improved major ecommerce retailing sites

Flickr/Marc Levin

Using alternative versions of your Web pages can improve engagement and increase ecommerce sales.  Here are four successful examples. 

 

This slideshow was originally published on ITworld.  See the related article: A/B tests: Cut the fluff and spend the pixels on design elements of interest to users

Revzilla A/B test
Credit: Monetate
Revzilla, test A

Anthony Bucci, one of the co-founders of motorcycle enthusiast site Revzilla, employed Monetate to study its site and came up with two versions to replace an aging video carousel: the first, shown here, featured two banners. 

Revzilla A/B test
Credit: Monetate
Revzilla, test B

The second version featured the first two banners, plus a third to promote the ZLA Awards. This version improved average order value and add-to-cart rates when compared to the carousel version.

Eye care retailer A/B test
Credit: 37signals
Eye care retailer, test A and B

Here is one example from 37signals, testing an eye care retailer.  Ittook the original design on the left and changed to a more text-heavy one and got one third more traffic. But then they kept testing and changed to the one shown on the right, which more than doubled traffic. 

Sur la table A/B test
Credit: Monetate
Sur la table, test A and B

Here you see three different versions of the home page of Sur la table, a housewares retailer. The “free shipping” banner right below the nav bar was changed and tested with Monetate’s help. It found the threshold of $59 orders for free shipping the best choice, and ultimately the top alternative with the red background was the most effective.  

GNC A/B test
Credit: Monetate
GNC, test A

Mystery shoppers from the STELLAService team and Monetate tested how online shoppers at GNC.com reacted to various changes. Here is a typical checkout page on the GNC site. 

GNC A/B test
Credit: Monetate
GNC, test B

See the addition of the Stella seal at the bottom of this version of the page. The seal drove an increase in conversion rate of nearly one half of a percent, as well as a nearly one half a percent decrease in cart abandonment. Given the volume of traffic, this was a big deal.