Wondering If The Time And Energy Spent On A/B Testing Creative Is Worth It? 5 Ways To Optimize It

Creative, Design, E-Commerce, Entrepreneurship, Online Advertising, Social Media, Startups

What if you can cut A/B test prep time by 90% with test-ready templates, along with unlimited customization options?

 Marketing your E-Commerce product effectively takes a lot of iterative testing. Does the time and effort to create different test environments make you put off testing? You may be leaving a great deal of cash on the table… for your competitors.

Due to shrinking deadlines and rapidly changing consumer interests, it’s tempting to just trust your instincts instead of relying on analytical data when launching campaigns or adding new content. Unfortunately, speculation in marketing would be biased towards your beliefs, which may not mesh with actual campaign performance.

The need for A/B or A/B/N (where n is the number of essential variations) testing is growing faster than ever. And businesses are turning to technology for quick and efficient testingl. This is helping millions of E-Commerce businesses understand their users’ interests in minute detail and serve them better.

When well-executed, A/B tests can reveal the best-converting page design, most clicked CTA button and best positioning of website elements. It’s for good reason that A/B testing is one of the recommended best practices by E-Commerce gurus.

Here are 5 points to consider before launching A/B tests in your E-Commerce business campaigns.

1. Decide upon The Test Type 

Testing helps to gather data and optimize copy, content, and layout for maximum conversion potential.

Whether you’re a bootstrapped E-Commerce business owner or have a line-up of E-Commerce stores, being clear about the parameters to test is crucial for measuring results.

Also, it may be tempting to test multiple features in one shot, but those results help little. When you limit it to just 1-2 elements per test, it improves the accuracy of the tests. Otherwise, it’ll leave you wondering exactly what to change.

If you’re not sure about what to test first, make a list of possible elements to test. Initially, try testing elements that make a difference to the bottom line. Then move on to the other parameters.

For example,

  • 2D Images, 3D images, Videos (long/short), or 360-degree views.
  • CTA button with different sizes, colors, and fonts.
  • Benefit-centered Product description or headline.

Once you decide upon test parameters, we at ITSRAPID can step in and help you choose templates and website elements with any retailer specifications in minutes.

Or create your own creative templates effortlessly with easy drag and drop elements. And you don’t have to abandon complex multivariate tests because ITSRAPID has got you covered.

2. Shuffle Template Elements; Create a Winning Design

With multivariate tests, it’s common to see mixed results. Maybe a banner on one Ad, a CTA on another page, and a navigation bar elsewhere are what the users clicked on.

You could use ITSRAPID’s Banner builder to replicate the winning banner, CTA, or image on a custom template with your branding and easily deploy the winning variation.

  • You’d also want to mix things up and try another variation by replacing text, images, videos, or QR codes and giving it a go.
  • Just swap out the old design with the new using the vast built-in library of templates with different themes.
  • You can even retain old successful page templates if you’d like to re-use them for similar promos, yearly seasonal, or event-based sales.

We’d be thrilled to create a template library for your E-Commerce business as we have for many of our happy clients.

3. Run the Test Long Enough

There is no perfect answer to “how long?” But you’ll need to run numerous combinations of tests to measure different data points before deciding if your campaign requires only minor changes or a complete makeover. The results also help optimize your conversion rate and other KPIs.

For instance, you can run tests across similar or diverse demographics or pick a set or sub-set of customers qualifying a condition like age or income. You can create banners with a variety of background images, pricing, messaging, and CTAs to A/B test and compare the results.

Here are some standard benchmarks seasoned marketers use to determine when the test ends.

  • Test until the new variation has reached 100 (or a suitable target in your market) conversions at a minimum. And stop only after the test has run long enough to meet the set criteria.
  • Use at least 7-day cycles. Because not all shoppers shop on the same days or at similar times.
  • Repeat crucial tests to double-check results and ensure that it was not a false positive earlier

Often stopping the test mid-way, assuming a certain result, or changing elements during the test cycle guarantees choppy results and can be disastrous to a business.

There is no need to rush the tests because, with ITSRAPID, you can create new test-ready campaigns in minutes instead of weeks.

4. Keep Expectations Real

We all obsess over success stories. Often we feel baffled when we hear that a small change in banner size or CTA button color resulted in a head-shaking 347% increase in conversions.

Truth to be told, changes resulting from a successful A/B test don’t mean immediate conversions in most cases.

  • High conversions result from incremental improvements that compound over a few weeks or months.
  • Don’t underestimate small gains; they might mean a five and six-figure increase in annual revenue.
  • Also, expect a 20% variation in actual results compared to your test-result-based expectations. 

A/B testing is still an evolving strategy with no guarantee of stellar results because human behavior is unpredictable. One campaign or page that converts in a pet niche may flop in the jewelry niche. But testing is the only way to find out what works best for your E-Commerce niche.

ITSRAPID can help run any number of tests in a cost-effective way, so you don’t have to worry about extra resources or expensive iterations that cost you unnecessary time and money.

5. Testing for Mobile UX

According to a recent study, 46% of consumers prefer to use their smartphone to complete the entire shopping process, from researching to buying.

It’s no surprise major E-commerce players are jumping into the App scene. The APP interface also needs to be A/B tested, much like individual campaigns.

  • In every A/B test, analyze the users based on the device they are on – smartphone or desktop, for accurate results.
  • Routine A/B tests should include users accessing your campaigns from their smartphone browser as well as those who are on the App interface. This approach helps identify any design and workflow flaws.
  • Tests should of course be run on apps running on both Google App Store and Apple App Store. Installing or updating to a new version of the app must also be smooth.

With nearly 4 billion smartphone users worldwide. Apps are an incredible way to boost user engagement with personalized notifications and special offers for app users.

Did you know ITS RAPID even has custom templates for social media like Instagram, and lets you do animated Instagram stories and posts?

A/B testing is the only way E-Commerce businesses can know what clicks with their prospects at each stage of the customer journey to help them make a decision.

With money and your brand on the line, you don’t want to take any chances. But testing different ideas shouldn’t be this hard!

Luckily for our clients, we know just how to do that. So you can sit back and run your business while we create plug and play template libraries saving your marketing, sales, and creative teams painstaking hours of tweaking hundreds of designs every day.

Want to optimize A/B testing and maximize conversions?

Send us a message for a no-obligation demo today!




Submit a Comment

Your email address will not be published. Required fields are marked *