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Why A/B Testing is Important?:
A/B testing is an essential strategy for website optimization. It’s a type of experiment that compares two versions of a webpage to determine which one performs better.
It enables you to measure the impact of changes to your website, identify areas for improvement, and make more informed decisions about your website’s design and content.
It’s important to have an effective website, and A/B testing can help you understand what works and what doesn’t.
It also helps you discover which elements of your website are most effective in encouraging visitors to take action.
You can then use this data to refine your approach and create a website that is more likely to meet your business and marketing goals [utilizing the same traffic].
If you want to get more leads and sales from your traffic, you shouldn’t miss reading this blog post that’s exclusively condensed for you.
The experiments studied range from personalization to CTAs, navigation bars, product images, social proof, gamification, free delivery, and more. You can also view the quality outcomes of the testing too.
Additionally, they come from a variety of business sectors, including non-profit, fashion, tourism, hospitality, beauty, apparel, and many more, which truly motivates you to act right away if you haven't given these ideas any attention thus far.
Although the case study examples are related to eCommerce businesses, you can still explore concepts and ideas based on them that are relevant to your industry and website to achieve the best results possible.
A/B Testing on Website:
The key insights or excerpts that I personally believe are [significant to you] are shared here after reading the entire AB Tasty’s “50 Tests You Should Know For Website Optimization” Report;
but if you feel the need to do so, you may view the report after this blog post and ensure that your business website is ready for a potential increase in conversions more than ever!
1. "Drive engagement and sales on your [mobile site with a fixed search bar] that helps customers find what they need in a few clicks”.
Case Study Example:
“Calvin Klein’s A/B fixed search bar test proved a big success, with a whopping 267% increase in search bar clicks and 19% increase in consumers accessing the search results page”
2. "Combat purchase anxiety with targeted messaging in key positions in the purchase funnel to boost transactions and revenue”
Case Study Example:
“Test free shipping and return callouts: These reassuring messages by [fashion brand] had a positive effect; customers who went through the variation purchase funnel saw transaction rates more than double those for the standard funnel, at 2.9% versus 1.2%”
3. "Highlight your most important CTAs with color and placement that is maximized to drive clicks and engagement with your website’s product pages”
Case Study Example:
“Test multiple color and layout CTA combinations: French online car dealership [Argus’s] test resulted in a 27% increase in clicks on the “contact via phone” CTA by placing it at the end of the image carousel, and a 9% increase in clicks by changing its color to green.
For the original CTA block, placing the “contact via email” button above the “contact via phone” button yielded 7% more clicks”
4. "Capitalize on increased site traffic at [key seasonal moments with pop-up offers] that keep your customers on your page and eager to shop”
Case Study Example:
“French underwear brand Le Slip Français established a visual pop-up that displayed upon exit intent, by tying this pop-up to the current season, where purchases are time-sensitive, the brand succeeded in keeping their customers on their website, with an increase in pop-up clicks of 10%. Furthermore, this offer drove sales, with an increase in post-click transactions of 22%”
5. "Understanding the different segments of your customer base and offering the right incentive to the right profiles will help you maximize conversion”
Case Study Example:
“Use personalization to incentivize return visitors: The results demonstrated that there was definitely a broader customer base for [Camaïeu] [French Women’s Retailer] waiting for the right incentive to shop, with a 31% increase in clicks on “add to basket” and a 17% increase in revenue”
6. "Turn your customers’ attention to your products and features by de-emphasizing pricing to improve progress along the conversion funnel and average order value”
Case Study Example:
“Fenty [fashion, apparel]: When looking at new site visitors, average order value increased by 74% and conversion increased by 12%”
7. "Site layout and color schemes can make a difference to clicks and conversions, and figuring out what works for your customers can reap big rewards”
Case Study Example:
“Test high-contrast CTA colors: Online experience retailer [Smartbox’s] test reveals nearly 16% increase in CTA clicks for a change of color scheme”
8. "Ensure your product presentation is optimized to drive sales, by running multipage testing to understand your customers’ preferences”
Case Study Example:
“Try multipage testing of product images: The test demonstrated that [Gémo] customers preferred seeing the shoes worn, with 13% more clicks on the “add to basket” CTA on the mobile site, nearly 10% more clicks on the desktop version, and 2% total conversions on the pages featuring models wearing the products”
9. "Convert traffic from your website into foot traffic to your brick-and-mortar stores by highlighting the store locator feature on your homepage”
Case Study Example:
“Having the store locator on the homepage saw access to this feature increase by 70%! Additionally, the “locate me” feature saw an increase in clicks of 7%, [giving Zenith] a better understanding of how best to encourage their customers to visit their retail stores and increase their in-store foot traffic”
10. "Create a seamless customer experience by integrating in-store and online features, optimizing convenience and immediacy for customers with a hybrid shopping approach”
Case Study Example:
“Add pop-up for in-store availability: By leveraging geolocation data from their DMP, Advalo, [Degrenne] shoppers were able to see if the items they’d selected were available to pick up in their local store.
When in stock, customers had the option to reserve their items and opt for in-store pickup, removing the delay that can come with waiting for orders to be shipped to your door”
“11. Make your key CTAs stand out by privileging eye-catching formatting to increase click-throughs and engagement”
Case Study Example:
“Test CTA Design: The reformatted button generated 22% more clicks and 19% more completed configurations, ensuring that Peugeot [automotive] drew more customers further down the purchase funnel on their site. And this wasn’t just a one-off success.
In a separate test, Peugeot successfully drew 13% more customers to click on their “new offers” tab on their site’s navigation bar, by changing it to a bright color that really stood out against the rest of the bar’s more muted tones”
12. "Increase your subscriber database by simplifying the sign-up process and gain time for them to spend browsing and buying”
Case Study Example:
“Simplify email newsletter sign-ups: Needless to say, in this example, [Damart] [fashion, apparel] simplicity ruled the day, with the shorter variation “confirm” increasing subscriptions by 16%”
13. "Test the configuration of your homepage’s menu bar to determine your customers’ preferences and increase basket size and conversion”
Case Study Example:
“Redesign navigation bar by categories: After a [Yves Saint Laurent] Beauty’s monthlong testing period that encompassed more than 150K site visitors, the test results concluded that emphasizing the “exclusive offers” tab had a visible effect on sales.
Access to the basket page increased by 9%, access to the checkout page by 13% and overall transactions shot up by 10%”
14. "A well-placed message alongside your product descriptions can give your customers a sense of urgency to purchase that will have a sizable impact on transactions”
Case Study Example:
“Create urgency with quantity of products available: [Brand Alley] [fashion, apparel] decided to add a text flag next to the product description, not only to inform customers that only a few units remain in stock, but also to hint that they should act now to avoid missing out.
The variation in this A/B test led to a 4% increase in transactions on the applied BrandAlley pages”
15. "Configure your navigation bar tab headings in a strategic order that influences which tabs customers should prioritize, alongside innate browsing habits”
Case Study Example:
“Modify tab order: The revised placement [by Kyriad Hotels, part of the Louvre Hotel Group] delivered the increase in clicks sought by the test, with double the clicks on “our hotels” and a 14% lift on clicks to “special offers.”
The “meetings and events” tab, which also moved further to the left in the variation, saw an increase in clicks of 9%”
16. "Use banners to call out key products and messages to help your customers identify what’s new and what’s hot in your online store”
Case Study Example:
“Highlight ‘new collection’ banner: Australian swimwear brand [Seafolly] launched an A/B test on their desktop website to see whether a “new collection” banner applied to recently launched products would impact conversions.
Turns out, the impact was indeed positive, in both engagement and revenue. The banner variation saw an 8.5% increase in clicks and contributed to a revenue increase of 20%”
17. "Give your customers the push they need to make your promotional offers fire by exploring different ways to frame promotional messaging”
Case Study Example:
“Experiment with ‘free shipping’ copy: [Redoute] [fashion, home décor] ran an A/B test on their Portuguese website on two tests. Variation A saw a reminder above the “confirm order” CTA, which read “free shipping from 30 euros.”
Variation B took a more precise approach, with the phrase changed to “only X euros needed for free shipping,” highlighting exactly how much more a user would need to spend to benefit from the special offer.
Which option was the winner? Precision ruled the day, and it was variation B that was the top performer, generating a 3% increase in revenue per visitor and a 4% increase in average basket value”
18. "Shoot for simplicity on mobile by reducing clutter and allowing the most important items to shine, reducing bounce, and increasing conversion all in one go”
Case Study Example:
“Simplify content that is ‘above the fold: [Clarins] [cosmetics] implemented an A/B test to experiment with a new layout for their mobile browser, where the variation reduced the space at the top of the product page to allow for more emphasis on the products themselves.
The condensed layout from the test variation performed more strongly, reducing the bounce rate by 8% while clicks on the listed products increased by 34%”
19. "Pinning CTAs to the mobile browser streamlines your customer’s journey and leads them right through your site’s purchasing funnel”
Case Study Example:
“Use ‘stick to scroll’ tactic for CTAs: This test delivered the increased clicks that [Baume & Mercier] [watchmaking, jewelry] sought at the outset, with “add to cart” clicks up by 78% and “shop by phone’’ only slightly below, with an increase of 71%”
20. "Entice your customers to purchase without delay by adding social-proof messaging near your CTAs to improve click-throughs and conversion and reduce bounce”
Case Study Example:
“Boost social-proof messaging: Cosmetics company [NYX] designed a simple A/B test for desktop, which ran two variations of social proof text alongside the CTA on their product pages.
The first variation indicated the number of units sold that day, while the second indicated the number of times the product had been viewed.
Of these, the version focused on purchases, as opposed to views, was more impactful, increasing the click-through rate by 43% and doubling the transaction rate.
An unforeseen bonus of the NYX A/B test? Both variations had an impact on bounce rate, reducing it by 38%”
21. "Leverage AB Tasty’s pop-ups to deliver personalized, focused messaging to the target audience segment, using insights from the data to achieve your e-commerce objectives”
Case Study Example:
“Personalize newsletter pop-ups: [Livy] is a French designer lingerie brand, decided to run an AB Tasty test to determine the kind of incentive that would attract prospects to sign up.
The pop-up proved successful, delivering 15% more mailing list subscribers from those who saw this personalized pop-up.
There was also an 18% increase in access to the checkout with this particular pop-up variation, so the care that Livy took in presenting their message clearly resonated with those who saw the pop-up”
22. "Convert prospects into buyers with a sticky ‘buy now’ widget without blocking access to the info that supports their decision-making process”
Case Study Example:
“Add sticky ‘buy now’ widget - This sticky CTA is now hardcoded into the [Mattress Advisor] site, with an average conversion rate of 7%.
This approach can help you convert your bottom-of-funnel customers into purchasing without disrupting any UX design or copy that informs their decision”
23. "A small adjustment to the message on your CTA, like softening the tone to combat purchase anxiety, can ease your customers’ hesitancy and increase transactions at the same time”
Case Study Example:
“Decrease purchase anxiety with CTA copy: [Pierre & Vacances] is a leader in travel and tourism, ran a simple A/B test, where the “book now” CTA was replaced with a “check availability” CTA variation.
The change in CTA had a noticeable impact, with a 14% increase in transactions over the testing period”
24. "Personalize your messaging to ensure relevance for your customer base, to drive online conversion, and to mobilize your most loyal and ardent shoppers”
Case Study Example:
“Activate member base with personal messaging: [Sephora] is a leading international beauty product retailer, using the website data layer, they presented a banner visible only to loyalty card holders, offering 25% off all online purchases via an exclusive discount code.
The promotion was a success, with a 16% increase in total online transactions”
25. "Stimulate your customer’s visual experience on your site by optimizing your images and increase clicks and conversion while doing so”
Case Study Example:
“Experiment with variations of product images: For [Etam’s] customers [lingerie, apparel], being able to see the full lingerie set with the two-thirds image of the model generated higher click rates, an 11% increase to be precise. This approach also resulted in a 15% increase in sales”
26. "Website changes don’t need to be drastic to yield results; by privileging most-frequent search items on navigation bars, you can improve UX and conversion rates all at once”
Case Study Example:
“Alter navigation bar with most-frequent search items: Italian linen brand [Frette] decided to modify their homepage navigation bar to clearly reference this item on a section header.
By changing “bath linens” to “bath linens & robes,” Frette saw an increase in clicks to the modified category of 29% and an increase in visits to the bathrobe pages of a huge 102%!”
27. "Reach the greatest number of users by targeting your sticky banners to peak traffic times and planting a seed for customers to pre-order”
Case Study Example:
“Add sticky banner during rush hour: [Sushi Shop] is a leader in premium sushi for takeaway and delivery, their A/B test involved a sticky banner applied to their mobile app during the lunch rush, reminding customers that they could pre-order to avoid getting caught in the queue and ensure on-time order delivery.
The test led to a 3% increase in cart order confirmations”
28. "Encourage your visitors to browse and increase search bar use by ensuring a prominent placement and clean landing page display”
Case Study Example:
“Give more visibility to search bar: [Palais des Thés] [food and beverage] test involved removing the home link from their website’s header to allow for an expanded search bar, which held greater visibility for shoppers.
The test delivered the hoped-for increase in engagement with the search function, drawing 11% more clicks on the placeholder and 12% more clicks on the magnifying glass embedded in the search widget”
29. "Increase average basket and maximize revenue using the cross-selling opportunities afforded by a well-placed related products bar”
Case Study Example:
“Try cross-selling with display of related products: [Gin Kiosk] is an online store and vagabond pop-up stall that brings a personal touch to gin selection, selling a variety of gins, tonics and vermouths.
Over the three weeks of the test, moving the related products bar proved very successful, generating a 28% boost on clicks to this cross-selling feature.
This led to a 30% increase in online transactions and a 27% lift in site revenue over the period”
30. "Capture and store key customer information at the account creation stage to remove purchase funnel frictions and abandoned carts, and increase completed transactions”
Case Study Example:
“Modify account creation and transaction process: [Ashley HomeStore] [retail, furnishings] were looking to tackle the abandoned cart issue by that would smooth the path to payment confirmation further down the funnel.
On the original site, if the user did not enter their billing and delivery address at account creation, they would need to add this information during the checkout process.
In the variation, when a new user created an account on the Ashley HomeStore website, they were automatically redirected to a page to store a default shipping address.
When implemented, the test resulted in a 14% increase in transactions on the brand’s online store”
31. "Find your most effective product display criteria by testing your layout and filtering approach to drive key transactions and user metrics, such as AOV [average order value] and ARPU [average revenue per user]”
Case Study Example:
“Experiment with filtering and sorting options: [BUT] is an affordable furniture retailer, it’s original product listing page for couches was organized by popularity, and the team developed three variations for their test.
The first displayed products that had the highest rating, as opposed to popularity; the second displayed items by price, high to low; while the third also used pricing criteria, this time from low to high.
Within two weeks, the third variation — price ascending — proved to be the most successful option; the conversion rate jumped by 22%, the average cart price increased by 10%, and the ARPU increased by an impressive 35%. Additionally, the page’s revisit rate also increased by 3.4%”
32. "Uncover your best possible payment CTA color, shape, and messaging through multivariate testing to ultimately increase CTRs and online payment confirmations”
Case Study Example:
“Implement clear payment CTA: When looking to increase online payment confirmations, the team decided to run multivariate testing on one of their two payment CTAs, testing the color, shape and callout for the “pay with PayPal” button.
Testing two shapes, rectangular and oval; two colors, orange and white; and two call-outs, “PayPal express” and “pay with PayPal,” [Maisons du Monde] [retail, furnishings] tried eight payment CTAs to find the best possible configuration.
This iteration had a 30% increase in click-throughs, and gave the e-commerce team the evidence they needed to move forward with an update to their site format”
33. "Inspire your customers with innovative special offers, gamifying key high-traffic retail moments, to maximize conversions and revenue during these crucial shopping periods”
Case Study Example:
“Try pop-up gamification during high-traffic season: [Clarins] had established a test-and-learn culture at the brand, and challenged their team to devise an innovative offer that could maximize sales during a high-traffic period and examine the Clarins shoppers’ appetite for gamified incentives.
Gamification on this key, high-traffic day worked a treat. Results were strong across all key territories, with Ireland particularly notable, seeing a 495% increase in orders and a 585% increase in revenue”
34. "Focus your customers’ attention on the products that are most likely to convert, and create a seamless UX experience that drives transactions and revenue”
Case Study Example:
“Show recommended products instead of hero images: Footwear brand Melvin & Hamilton, Using an A/B test on their womens product pages, [Melvin & Hamilton] wanted to determine if they could increase transactions by focusing their product landing pages on the row of recommended products and removing the hero image that dominated this page.
Over the one month period of the test, the variation saw a 17% increase in clicks, a 24% increase in transaction rates and a 34% increase in revenue.
All of which validated the test idea and led to the hardcoding of these changes into the Melvin & Hamilton site”
35. "Adapt your product display images according to your customer’s navigation journey, responding to their needs and growing conversion and customer lifetime value”
Case Study Example:
“Display multiple product sizes: US-based brand [Hanna Andersson] has been selling childrenswear and sleepwear, they decided to run a test to find out if buyers would react more positively to age-appropriate images.
And the results? Clicks on PLPs increased by about 8%, and purchase rate on those items by 22%, a huge win for the brand”
36. "Providing solution-oriented CTAs that leverage users’ motivations will grow subscriber lists and ensure customers remain informed about products that meet their interests”
Case Study Example:
“Add strategic sign-up and alert options: Live events specialist Experience offers fans and partners better live event experiences through ticketing flexibility and tailorable technology.
They decided to run an A/B test examining the signup CTA on their mobile site, to determine which option would be best at driving sign-ups.
Using an AB Tasty WebView widget, Experience tested three variations of the “sign up to stay in the loop” messaging, two of which led with the current situation — “no tickets currently available” — and a third, which led with a solution: “Be the first to know when tickets go on sale.”
In the end it was the latter “be the first to know” CTA that came out on top, showing a 50% lift in clicks to sign up”
37. "Ensure that customers have access to the support information they need to deliver a seamless UX across multiple touch points, which also reduces service times and costs”
Case Study Example:
“Test placement of customer service center on homepage: For a brand like [Panasonic Consumer Electronics], whose Customer Support service is essential to ensuring customer satisfaction, optimizing integrated experiences is key to their core strategy.
Running their consumer hotline was both costly and inefficient. In analyzing customer call logs, Panasonic determined that self-service information was already available that could address many of the callers’ questions.
It was just a matter of putting the right information in front of the consumer and ensuring they knew how to access it.
Promoting online chat and email inquiry channels adequately was identified as the first checkpoint on a longer optimization to-do list.
If they moved these options from the center of the support page to the website’s header, would users engage with these service options more readily?
The success of this test was measured by evaluating the percentage of digital customer support contacts versus phone calls, where the ratio shifted 12% in favor of digital support”
38. "Maximize key segments during high-traffic periods, using personalized messaging that targets their needs to drive conversion”
Case Study Example:
“Use personalization for custom offers: [Fragrance Direct] is a UK based pure-play beauty retailer, their team was looking to improve customer UX and drive transactions and conversion, by leveraging the opportunity presented by holiday shopping periods.
Their dedicated Fragrance Finder tool helped customers select the perfect product to suit their needs, by answering a series of personalized questions.
Despite high conversion rates from this page, the Fragrance Finder team knew they could do better. Overall traffic to the tool was low, and the team were keen to drive more prospects toward it.
These specific user segments were prompted with the question “Searching for a gift?” Visitors who clicked on the prompt were taken to the Fragrance Finder page to continue their search.
This personalized approach, which targeted gift buyers only so as to avoid disrupting the UX for other shopper categories, delivered a 10% increase in user conversion during peak shopping periods”
39. "Guide your site’s returning users straight back into the purchase funnel with a pop-up that flags their existing basket and steers them toward order completion”
Case Study Example:
“Present return intent pop-up: [Pets at Home] is the UK’s largest pet-care business, their analysis indicated a high cart abandonment rate, and the team wanted to push more visitors beyond the basket page and to the checkout.
To address this, they implemented a pop-up that displayed the user’s existing basket items upon return to the Pets at Home website. Reminding visitors of the items they’d already selected aimed to encourage them to proceed with their purchase.
The three-week test was shown to desktop users with at least one product in their basket, with the audience split 50/50 between seeing the test variation and the control.
This simple pop-up test saw a 3% increase in users reaching the basket page and a 2.5% increase in users reaching the confirmation page”
40. "Experiment with the configuration of your checkout page to ensure frictionless UX for both members and guests right along the purchase funnel”
Case Study Example:
“Default to guest checkout: Luxury fashion retailer [Flannels] specializes in contemporary designer clothing and accessories.
User Conversion designed a checkout page variation for Flannels’ mobile site, where the “ask” was made more explicit — “Do you have a Flannels account?” — and an additional CTA button — “not sure” — was added.
This variation led to a 54% increase to guest checkout and an 11% increase in clicks to the “not sure” CTA
41. "In times of rapid change, combining experimentation with a human-driven approach to customer connections, can help ensure you stay in sync and deliver results”
Case Study Example:
“Experiment with product categories and collections: [Lush] [cosmetics] designed two homepage promotions that touched on the new reality of staying home and social distancing.
Both campaigns were predicated on the notion of shoppers building their own bespoke packages from Lush products, but they were each pitched through a different lens.
The first variation was framed around selfcare; the second, around care packages sent to loved ones. Would this humanized approach hit the mark with consumers?
It wasn’t long before it became clear that the care package promotion was the framing that resonated, with a 250% higher clickthrough rate than the selfcare campaign”
42. "Targeted, data-driven testing can help validate key decisions and confirm high-level strategy choices on UX optimization and conversion”
Case Study Example:
“Implement data-powered chatbot: [OUI.sncf] is the official European distribution channel of the French railways for online sales of rail travel throughout the country.
They ran a statistically rigorous A/B test to determine whether conversion rates would increase for visitors who engaged with the virtual assistant.
The test not only delivered KPI improvements — a 61% increase for web responsive and 33% increase for desktop conversion rates — it also validated the experimentation approach to optimization that OUI. sncf were pursuing”
43. "When you understand the intent of your audience segments and drive toward this, personalized site configuration can deliver big results in sign-ups and conversions”
Case Study Example:
“Personalize CTA copy for mature leads: [Evolve Vacation Rental] provides an alternative to the traditional home rental market, making home rental easy, safe, reliable and more profitable for homeowners.
They decided to test the CTA on their landing page for homeowners to determine if a copy revision could increase form completions and conversions.
The original CTA said “start for free,” with the variation changing this to “see if you qualify.” Would this version attract more mature leads?
The answer was a resounding yes. Form completions went up 34% on the variation, alongside a 161% increase in conversions”
44. "Small changes to site configuration can lead to big gains in customer sign-ups and conversions, all efficiently tested and evaluated using AB Tasty’s simple testing tools”
Case Study Example:
“Experiment with account sign-up pathways: [Lancôme] is known around the world for their luxurious skincare, cosmetics and fragrances. Their digital team had observed an unusually high bounce rate on their customer login page and wanted to better address the friction.
The login page presented three options horizontally across the page: “sign in,” “checkout as guest,” and “create new account.”
Lancôme worked closely with AB Tasty to test this page, where the variation placed “create a new account” in the center of the page, rather than on the far right. Would this simple and quick switch-up make a difference?
The variation with the “new account” CTA in the center block on the page saw an increase in clicks for new sign-ups of 30%. More importantly, with this new, more logical configuration, transactions increased by 17%, and revenue by 15%”
45. "Support sales-time promotional offerings with clear, targeted messaging that reaches the right customers and drives key basket KPIs”
Case Study Example:
“Add promotional banner to increase basket size: Cosmetics line [Urban Decay] is part of the L’Oréal Luxe brand portfolio and known for its edgy style.
Using a minimum spend discount incentive, which required customers to reach 85 euros before they could unlock the discount, Urban Decay designed a promotional banner to support the offer.
The nudge, which read “Only X more euros to benefit from a discount on your purchase,” worked a treat across all of Urban Decay’s identified metrics.
Average basket value increased by 8%, average units-per transaction increased by 7%, and revenue generated increased by 7%”
46. "Nudge your customers into an increased basket value using a visual tracker that highlights their progress toward special offers, and grows revenue at the same time”
Case Study Example:
“Offer giveaways to incentivize purchase: [Kiehl’s] is a cosmetics brand in L’Oréal’s Luxe portfolio, selling quality skin care and hair care products.
Their focus was growing the revenue on their owned online channel, and their minimum spend offer needed to be pitched just right in order to win over their customers.
They wanted to trial a visual gauge on the basket page that illustrated how much further the shopper had to go, to reach the threshold and unlock their gift.
They implemented an experiment that tracked multiple KPIs, including click rate, access to the rest of the purchase funnel, number of transactions, and the impact on the average basket size.
There were 7% more clicks to the “continue” CTA, and an increase in average basket value of almost 5%. And the offer was a win-win.
Not only did the brand increase the AOV as per their ambition, they also strengthened client loyalty by rewarding their shoppers with an exclusive Kiehl’s-branded gift”
47. "Grow your add-to-basket clicks and overall transactions by optimizing your product landing page, using clear and deliberate CTAs to guide your customers through the funnel”
Case Study Example:
“Modify CTA for better navigation and click-throughs: Dutch watch brand [Cluse’s] objective of the test was to increase the number of users reaching the product display pages from the product landing page, in order to drive add-to cart clicks and ultimately transactions.
The test ran for three weeks across Cluse’s French domain, with a white, square CTA delivering the best results, including a 2.4% increase in clickthrough rate and 1.1% increase in transactions”
48. "A well-placed endorsement from the shopper community can push your customer further into the purchase funnel, and drive clicks and conversions”
Case Study Example:
“Emphasize product views with social proof: [Decathlon] is a global sporting goods retailer operating in 52 countries and selling more than 10,000 products via their online store alone.
In fact, the simple line of social-proof messaging didn’t just increase clicks on the CTA, it also drove transactions and revenue.
For all audiences, clicks increased by 1.5%, transactions by 2.4%, and revenue by 1.3%. For return shoppers, these metrics were even higher, with a 3% increase in clicks, and a 3.3% and 2.8% lift in transactions and revenue respectively”
49. "Adopt a test-and-learn attitude to ensure that website optimization is continually at the forefront of your digital strategy, and deliver improvements that go above and beyond on high-performing pages”
Case Study Example:
“Prioritize key landing page information: [Orange Maroc] [telecommunications] designed two landing page variations. Both prioritized the benefits of the new service, above all other information, and changed the CTA from “submit” to “take advantage of free offer.
Both variations delivered improvement in clickthrough rates over the duration of the test. The first, by 13% and the second, by 26%.
The success of the second variation prompted Orange Maroc to hardcode the modifications into their site, implementing permanent change to ensure continuing optimization”
50. "Gather crucial feedback from your site’s visitors using a simple exit intent pop-up, which collects insights and identifies opportunities for further optimization”
Case Study Example:
“Present exit intent pop-up: [UNICEF] developed a Google form pop-up, which triggered on exit intent and encouraged users to fill in a survey of open-ended and yes/no questions.
Over the six weeks of the survey campaign, they collected 310 responses, at a 3.6% response rate from visitors to the site.
The insights proved incredibly useful; 30% of respondents highlighted the search bar as the most useful feature of the homepage, so this was made bigger in the site redesign”
“Finally, when it comes to building the best customer experience, the only way to do it is through testing”
Overall, A/B testing can be used to optimize the user experience on your website. By testing different designs, you can identify the elements that make it easier for users to find what they’re looking for and take the desired action.
By the way, If you are interested, you may access AB Tasty's complete report here.
P.S: Visit Digital Marketing Forum that answers [most un-answered] questions.
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