A/B Testing & CRO- How to Optimize your Business
Before making a major change on your website or app, one of the best practices a marketer can do is perform A/B testing beforehand to optimize results.
What is A/B Testing?
A/B testing is creating 2 or more versions of your webpage or app, which include major or minor changes, and comparing the results of each.
Through statistical analysis, you can determine which version produces your desired results, and use this information to make data-driven changes to your site or app. This takes out the risk of "guesswork", and allows users to run many trials to pinpoint the exact changes to make for business optimization.
Zalora’s use of A/B Testing
Online fashion retail store Zalora successfully used A/B testing to increase its checkout rate by optimizing its product pages. Zalora first hypothesized that their users were unaware of their free shipping and free return services due to many reactions collected by their customer service team.
Original page layout where "Free" was placed inside the green box after the features.
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Test variation 1 where "Free" was added in front of the features.
This slight change to optimize the visualization of the "Free" feature gave Zalora a 12.3% increase in its checkout rate. By using A/B testing and running the trial for quite some time, Zalora was able to confidently make this change to their site to continue seeing results.
How A/B Testing enhances CRO
Conversion Rate Optimization (CRO) is the process of increasing the likelihood of visitors fulfilling the goal you have set for your site or app. This could be making a purchase, downloading a form, creating an account, or any goal you aspire your visitors to complete while on your page.
This process shows exactly how users are interacting with your site or app, and what is stopping them from completing your desired goal.
To properly optimize your conversion rates, knowing who, where and what to optimize is critical to a successful test. Through A/B testing, we can to identify the answer to these questions and confidently make changes to increase conversion rates and fulfill our goals.