10 Unconventional A/B Testing Strategies for eCommerce

Boris Kwemo

07 Nov 23
Reading Time: 7 min

In the ever-competitive world of eCommerce, businesses must stay innovative and dynamic to keep ahead of the curve. Traditional methods can get you far, but sometimes it's the unconventional strategies that prove to be the game-changer. In this blog post, we at ConvertMate will share 10 out-of-the-box A/B testing strategies, geared specifically towards eCommerce.

With the help of data analysis and artificial intelligence, we have been assisting Shopify brands in optimizing their product detail pages. Drawing from our expertise in Conversion Rate Optimization (CRO) for eCommerce, we've identified these unique strategies that can provide insightful data, enabling businesses to make informed decisions and ultimately optimize their conversions. Get ready to explore the unconventional side of A/B testing!


Understanding A/B Testing

In the increasingly competitive landscape of eCommerce, understanding the nuances of A/B testing is invaluable. Essentially, A/B testing, also known as split testing, involves comparing two versions of a webpage or other user experience to determine which one performs better. It is a way to test changes to your webpage against the current design and determine which one produces better results.

A/B testing is a powerful tool that can significantly impact your conversion rates by providing you with real, data-driven insights. By altering and testing various elements of your website such as headings, product descriptions, images, or calls to action, you can discern which versions your customer base responds to more favorably. This enables you to make informed decisions about changes to your website, rather than relying on guesswork.

However, it’s important to understand that A/B testing isn’t a one-time activity. It’s a continuous process of learning about your customers and optimizing your website to meet their needs and preferences. The beauty of A/B testing is that it allows you to take risks and explore creative, unconventional strategies, safe in the knowledge that your decisions are backed by data. It’s not just about finding what works, but also pushing boundaries and challenging norms to create truly exceptional user experiences.

Why A/B Testing is Crucial for Ecommerce

A/B testing, also known as split testing, is a vital strategy that allows eCommerce store owners and marketers to make informed decisions about their online platforms. It involves comparing two versions of a webpage or other user experience to determine which one performs better. This is accomplished by showing the two variants, A and B, to similar visitors at the same time and using statistical analysis to decide which variant is more effective.

Why is A/B testing crucial for eCommerce? The simple answer is that it eliminates guesswork and allows for data-driven decisions. By testing changes to your website, you can learn exactly how those adjustments impact user behavior. This opens up opportunities to increase conversions, improve user engagement, and boost overall performance. Furthermore, A/B testing enables you to continually refine and enhance the user experience, thereby fostering customer loyalty and increasing revenue over time.

Without A/B testing, you are essentially flying blind in your decision-making process. You might think that a new feature or redesign will work well, but without testing, you cannot be sure. By leveraging A/B testing, you can uncover surprising insights, test assumptions, and implement changes that are genuinely beneficial. Thus, it is an essential tool in the arsenal of every successful eCommerce store owner and marketer.

Unconventional A/B Testing Strategies

Using Emojis in Copy

One unconventional A/B testing strategy you may not have considered is introducing emojis in your copy. Emojis have become a universal language, playing a significant role in digital communication, and they can be a powerful tool in eCommerce. They can bring a touch of personality, lightness and increased engagement to your message. Not only can they make your copy more relatable and fun, but they also have the potential to increase click-through rates and overall conversions.

Consider A/B testing different emojis in your product descriptions, email marketing, or even your social media posts to see what impact they have. But remember, like everything else, emojis need to be used wisely and appropriately. They should resonate with your brand identity and target audience. If used thoughtlessly, they can confuse the message or appear unprofessional. So, make sure to choose emojis that are relevant to your message and audience, and always keep the tone of your brand in mind.

Remember, A/B testing isn’t only about changing the color of a button or the position of images on your product page; it can extend to the creative use of language as well. Using emojis in your copy might just be the unconventional strategy that provides the conversion rate boost you’ve been looking for.

Changing Button Colors

One unconventional A/B testing strategy that has gained significant traction in eCommerce is the concept of changing button colors. While it might seem like a minor detail, the color of your call-to-action buttons can have a profound impact on your customers' behavior. Bright, contrasting colors are more likely to catch a customer’s eye, prompting them to click and potentially boosting your conversion rates.

The key to successfully implementing this strategy is to ensure that the chosen color aligns with your brand and website design. At the same time, it should be different enough from the rest of the page to stand out. For example, if your eCommerce site predominantly features cool, blue tones, a bright red or orange "Buy Now" button might be just the thing to catch your customers' attention. However, it should not be so jarring as to distract from the product or service you’re selling.

Remember, the goal here is not to change the color just for the sake of change, but to create a visual cue that guides your customer towards making a purchase. So be bold, be unconventional, but most importantly, be strategic in your approach to changing button colors.

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More Unique A/B Testing Ideas

Altering Product Images

One unconventional A/B testing strategy that ecommerce store owners and marketers can consider is altering product images. Visual aesthetics play a significant role in influencing a customer's purchasing decision. High-quality, appealing product images can grab the attention of potential customers, leading to increased engagement and potentially, purchases.

Businesses can try experimenting with different versions of product images. This could mean testing different angles, lighting, backgrounds, or even the presence of people interacting with the product in the image. By A/B testing these different images, you can gain insights into which visuals are more effective in engaging your audience and driving conversions.

Remember, what may be visually appealing to one person might not be the same for another. Therefore, it's vital to iterate and test consistently. This way, you can find the perfect balance that appeals to your target audience. Altering product images is a simple yet powerful manner to enhance your product page and boost your ecommerce store's performance.

Experimenting with Price Display

One unique A/B testing strategy you might not have considered is experimenting with price displays. The way you showcase your pricing can greatly influence your customer’s purchasing behavior. While one might assume that simply showing the lowest price is the best strategy, it’s not always the case. Sometimes, presenting a higher price as the "original" and then slashing it to show a "sale" price can lead to higher conversions as customers perceive they are getting a better deal.

Alternatively, try testing a bundled pricing display. This is where you group related products together and offer them at a combined lower price. Customers may perceive this as a great value and be more inclined to purchase. Also, consider how you display the price itself. Do you include the currency symbol? Is the price bold or in a larger font? Small details like these can have a significant impact on your conversion rate.

Remember, the goal of A/B testing is not to guess or make assumptions, but to gather data about what actually works for your specific audience. Don’t be afraid to test unconventional strategies like those related to price display. You might be surprised by the results!

Innovative Strategies Continued

Test Different Checkout Processes

Continuing with our innovative strategies, a crucial area to focus on is testing different checkout processes. As an ecommerce store owner or marketer, ensuring that your checkout process is smooth and user-friendly is integral to increasing conversion rates. A/B testing different checkout processes can provide valuable insights into what works best for your customers and what might be causing them to abandon their carts.

You might want to consider testing various elements such as the number of steps involved in the checkout process, the information required from the customer, the payment methods offered, and even the design and layout of the checkout page. For instance, some customers might prefer a longer, more detailed checkout process, while others might appreciate a quick, one-click checkout. By carrying out A&B testing on these different processes, you can identify which version leads to higher conversions and sales.

Remember, what works for one ecommerce store might not necessarily work for another. Therefore, it’s crucial to constantly test, analyze, and optimize your checkout process based on your unique customer base and their preferences.

Use AI in Product Descriptions

In the realm of innovative strategies, the use of AI in product descriptions stands as a game-changing trend. AI-powered tools can generate highly relevant, targeted, and persuasive product descriptions, saving you time and boosting your conversion rates. Al-powered tools can analyze vast amounts of data, including customer preferences, buying behaviors, and market trends to create compelling product descriptions tailored to your target audience. This not only gives your eCommerce store a competitive edge but also enhances the customer shopping experience significantly.

AI in product descriptions goes beyond conventional keyword stuffing and generic descriptions. It’s about giving your products a unique voice that resonates with your audience and prompts them to click that "buy now" button. With AI, you can also A/B test different descriptions for the same product, observe the one that performs better, and implement it. This unconventional A/B testing strategy is a smart way to fine-tune your product descriptions, making them more effective in driving conversions.

Adopting AI in product descriptions is indeed an innovative strategy worth exploring. It’s not just about being tech-savvy; it’s about leveraging technology to deliver personalization at scale, thus driving eCommerce success. So, if you are an eCommerce store owner or marketer looking at increasing your conversion rates, considering AI for product descriptions is a step in the right direction.


Utilizing Data Analysis for A/B Testing

In the realm of eCommerce, leveraging data analysis for A/B testing can bring about a significant upward shift in conversion rates. A/B testing, in essence, is a method of comparing two versions of a webpage or other user experiences to determine which one performs better. By utilizing data analysis, eCommerce store owners and marketers can make more informed decisions based on quantifiable evidence, rather than gut feeling.

Data analysis provides a deeper insight into customer behavior. It elucidates what encourages a visitor to make a purchase, the factors that influence their buying decisions, and the elements that could improve user experience. By analyzing the data from A/B testing, eCommerce businesses can make effective changes that drive more conversions and increase sales.

The application of A/B testing coupled with data analysis can stimulate creativity and encourage unconventional strategies. These strategies, through systematic testing and analysis, can lead to extraordinary results that could redefine your eCommerce business strategy altogether. So, never underestimate the power of data; it can be the difference between stagnation and growth in this highly competitive eCommerce world.

The Impact of Creative A/B Testing on Conversion Rates

In conclusion, creative A/B testing plays a crucial role in enhancing conversion rates for eCommerce businesses. The process involves experimenting with unconventional strategies, offering a unique perspective on customer behavior and preferences. These inventive tests allow businesses to identify what truly resonates with their target audience, enabling them to optimize their website and marketing efforts accordingly.

The impact of these innovative A/B tests can be game-changing. They can lead to significant improvements in your conversion rates, bolstering your overall sales and profits. Moreover, they can contribute to better customer engagement and satisfaction, which are key to fostering loyalty and driving repeat purchases. Simply put, creative A/B testing is a powerful tool that can help you unleash the full potential of your eCommerce business.

Being an eCommerce store owner or marketer, it becomes essential to constantly test and explore unconventional strategies. Remember, what works for one company might not work for another. Hence, don’t hesitate to experiment with your A/B testing. The insights you gain could very well lay the foundation for your eCommerce success.

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