A/B Testing Solution for your E-commerce Store

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A/B Testing Solution for your E-commerce Store - Brillmark

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Let me be straightforward: no one will purchase your products at first glance. Across sectors and product categories, the average conversion rate (percentage of website visits that result in a sale) is about 1-2%.

This indicates that for every 100 website visitors, only one or two will ultimately purchase your product.

That is not much.

The real question is, how can this be improved?

In the realm of online buying, the consumer experience is paramount.

You may face many obstacles while managing your E-commerce businesses, including low conversion rates, high cart abandonment rates, and low returns on ad expenditure.

Creating a high-quality user experience, however, requires more than simply predicting what will attract and convert potential consumers based on intuition; you must also have concrete insights into what your target audience genuinely wants.

Enter A/B testing.

A/B testing allows you to gain valuable insights into your target audience’s preferences when appropriately conducted. With A/B testing, you also have a better understanding of the performance of your marketing initiatives and which ones to employ.

However, A/B testing tools do not operate independently; thus, you must understand a few things to make the tools usable and offer the most accurate and dependable data.

Although A/B testing tactics such as altering the color of your call-to-action (CTA) buttons might assist in addressing the highlighted issues, you may not know how to do so successfully.

A/B testing is not a novel concept, but it is complex enough that it is simple to do wrong, leading to erroneous findings and decisions.

The good news is that with Brillmark’s expert A/B test developers, you can adequately implement A/B testing, which will allow you to improve your online store’s performance metrics.

This article offers the information you need to make the most of eCommerce A/B testing strategies.

Did you know?

44.5 percent of organizations globally consider customer experience to be their major competitive differentiation, according to Statista.”

Why is A/B testing necessary for E-commerce?

A/B testing may drastically enhance your consumers’ shopping experience, leading to excellent click-through rates, conversions, and revenue. You may utilize the test findings to evaluate what modifications must address low conversion rates, poor return on investment (ROI), and high cart abandonment rates.

The enhancements you make to your eCommerce websites, such as the site’s layout and visual appeal, also lead to enhanced client loyalty, fewer customer complaints, and more recommendations.

Still not sure?

Consider Amazon, which grew from an online bookstore that sold books to the largest online retailer — with much of its success attributable to CEO Jeff Bezos’s persistence in testing, experimenting, and developing frequently.

Consider how Amazon has transformed internet shopping:

  • One-click ordering capability
  • Dash buttons that enable you to repurchase things with a single click.
  • Two-day, free shipping.
  • Personalized suggestions.

These advances result from thorough multivariate testing and action based on dependable results.

Did you know?

Generations Y and Z consumers are more willing to invest in customized goods and services emphasizing originality, uniqueness, and extraordinary experience.

If you have a “what-if” mentality, you can find answers to a series of questions, leading to the discovery of new and improved methods of doing things. A/B testing is related to differentiation, allowing you to distinguish yourself from the competition.

If you want to gain insights into the performance of your new product designs, content, and functionality, you should do A/B testing. The results will guide your product descriptions, visual appeals, and value proposition, increasing the performance of your online business.


Brillmarks expert A/B test developers can assist you in designing and differentiating your landing pages, product pages, and marketing campaigns to appeal to the specific target demographic the most.

How does AB testing work?

There are two primary forms of A/B testing: client-side and server-side, with client-side being more prevalent.

Client-side testing provides the same web page version to each visitor, then modifies the visitor’s browser using Javascript before displaying the resulting page.

Server-side testing is when your web server displays many page versions to users, modifying them on the server before sending them to the visitor’s browser. No changes are being made to the page in the browser.

For instance, you may spend 50% of your visitors to variant A and 50% of your traffic to variation B.

Then, examine the performance of each page variation to determine if variation A or B is more effective based on a predetermined aim (conversion), such as sales, email subscriptions, click-through rates, etc.

To ensure that test findings are valid and not the product of an anomaly. If this criterion is not satisfied, multivariate testing can be erroneous, leading to the implementation of site-harming alterations.

The significance?

If your website does not produce enough traffic, you may wish to engage in paid advertising or search engine optimization (SEO) to boost your total visitor figures. Once you have achieved the required traffic, you may do A/B testing at any time and see a substantial return on investment.

Ecommerce A/B testing ideas & Examples

A/B testing is focused on eliminating customer pain points. Conversion rates will improve dramatically whenever you can eliminate friction from the purchasing experience.

In the context of your ecommerce website, the following A/B testing ideas are common:

  • Different page layouts.
  • Page of entry and landing page.
  • Product pages, category pages, and descriptions of products.
  • Social media postings.
  • Social proof such as testimonials and reviews.
  • Photography and product photos for a website.
  • Pop-ups.
  • Click the CTA button and copy.
  • Push Notifications
  • SEO strategies include meta descriptions and keyword density.

The beauty of A/B testing is that it allows you to go methodically through each area, progressively and consistently enhancing each to enhance conversions.

Example of A/B Tests

The test ideas should be derived from your data, as each eCommerce firm is unique. Your consumers, goods, website design, and marketing plan may vary significantly from other online companies.

However, there are several factors that you may A/B test, which are typical online shopping hindrances:

A/B Test for Navigation

This test aims to determine whether users can browse a website and reach the checkout page more efficiently if the menu is shown at the top rather than via a drop-down menu.

Or, you may test if a “tag & filter” system (similar to Amazon’s filtering function) or a typical navigation system makes it easier for buyers to discover a suitable product.

A/B Test of the Product Detail Page

Using this test, you may discover whether displaying additional product information higher on the page affects the percentage of visitors that add the item to their basket.

Alternatively, you may try different product names, photos, and stock status messages.

Form A/B Test.

This experiment determines whether customers are likelier to fill out a form with fewer fields and more straightforward placeholder text. Alternatively, you might test whether clients are more likely to fill out the form earlier or later in the purchasing process.

Checkout Process Evaluation

If you want your consumer to make a purchase, your checkout experience must be streamlined, which is why A/B testing is so important. A test of the checkout procedure will establish if a straightforward multipage checkout or a single-page checkout will result in higher conversion rates.

You may also explore combining many short phases inside the checkout process or using breadcrumbs to inform your clients and users of the following procedures.

Benefits & Challenges of A/B testing

A/B testing is a fantastic tool for building the optimal consumer experience, but that is not the only benefit you will encounter. Consider the following additional benefits of conducting A/B testing:

  • There is no reliance on intuition or gut feelings; only modifications validated by the facts are applied.
  • Instead of taking a massive risk on a complete site makeover, which may result in a steep drop in conversions, you make little, incremental changes.
  • It pierces the opinions of those who are paid the most: Your position or income has no impact on implementing changes—only data matter.

But just like anything else, A/B testing has its drawbacks. Consider some obstacles you may face while starting your first A/B test.

  • It needs considerable experience: Some of the technologies used in A/B testing have a steep learning curve, and you must have a solid foundation in web design, statistical analysis, and other domain-specific skills.
  • A/B testing is not a silver bullet; a single test is unlikely to impact your income significantly. Instead, it entails building a long-term strategy and focusing on particular targets and gradual gains.
  • Traffic is required: Although the number of site visits may vary based on the test and objectives, you need a sufficient level of traffic to assure the statistical validity of your tests.

SInce, dynamic A/B testing needs the support of competent developers, UX designers, Q&A specialists, and others; therefore, outsourcing the A/B tests to professionals like Brillmark- with 10+ years of experience & delivering over 10000+ successful campaigns, is the ideal option.


Managing this while avoiding A/B testing difficulties is crucial for maintaining continuous traffic. Let us help you with flawless A/B test implementation with the tool of your choice.

Best A/B testing tools

Choosing A/B testing software should be a no-brainer. Still, because there are so many programs on the market with slight to substantial differences in functionality and cost, it may be challenging to choose the ideal one.

We have developed a list of the top A/B testing tools for 2022 (based on the most favored A/B test experiment platforms by our clients and our expert A/B test developers) to assist you in selecting the correct one for your company.

Google Optimize

A/B Testing: Google Optimize as a testing tool - Brillmark

Google Optimize is regarded as one of the best accessible testing tools. Even though it is a free tool, it contains the majority of the capabilities that consumers want when selecting a testing tool.

Google Optimize does have certain restrictions, which might be overcome with the commercial edition of the Optimize 360 program. It also permits Google Analytics testing.


A/B Testing: Convert as a testing tool - Brillmark

Convert is a powerful tool that hit the market for testing more recently than other possibilities. Regarding technological elements, they deliver four times quicker customer service.

Convert assists organizations in achieving constant growth, enhanced customer happiness, and more revenue, ensuring no new customers are lost, and no investment is wasted. It also offers visitors a smooth, personalized experience.


A/B Testing: Optimizely as a testing tool - Brillmark

A/B Testing: Optimizely as a testing tool - Brillmark

Optimizely includes several optimization products. They provide Optimizely X Web Experimentation for A/B testing. You may extend optimization with their sibling products, Optimizely X Web Customization and Optimizely X Mobile (an A/B testing tool for mobile apps).

Optimizely has a visual editor, custom code flexibility, robust APIs, and extensions to simplify testing. In addition, it has a JavaScript editor for dynamic experimentation, such as single-page apps.

A/B Tasty

A/B Testing: AB Tasty as a testing tool - Brillmark

A/B Tasty is a platform for experimentation and personalization that allows marketers to enhance their optimization efforts using A/B testing, user interaction, and marketing campaigns.

It is a good tool with both fundamental and sophisticated functions.

If you want full details about the tools mentioned above & many more amazing tools such as VWO, Kameleoon, Adobe Target, etc. This article is for you: Best A/B Testing Tool in 2022

Brillmark’s A/B testing solution for your E-commerce store

Given the difficulties mentioned above and obstacles, you usually have some hesitation. But when A/B testing is implemented with the help of industry experts like Brillmark, it may have a substantial influence on some of your most crucial KPIs:

Increased return on ad spending (ROAS).

The more barriers you eliminate from your website, the more significant the proportion of sponsored visitors converts into purchases, raising your return on ad spending.

Reduced cost of customer acquisition.

Like how testing improves ROAS, the money you spend on other customer acquisition tactics will benefit from the reduced friction, and your customer acquisition cost will decrease (CAC).

Increased customer lifetime value (LTV).

Your website becomes interesting via testing, which encourages repeat business. In other words, the more convenient your purchasing experience is, the more consumers will desire to return, improving your customer lifetime value.

Increased conversion rate for email sign-ups.

Your email list may be a significant income engine. You will be able to optimize your email list sign-ups by experimenting with various methods of attracting new members and increasing the number of individuals to whom you may offer your products and services.

Increase of average order value (AOV).

Increased testing can help determine which product bundles and upsell chances will increase your average order value the most. It has a direct influence on your bottom line revenue at scale.

Reduce the rate of cart abandonment.

Every time a customer abandons their shopping basket, money walks out the door of your digital store. Using A/B testing to enhance your checkout experience helps minimize cart abandonment by eliminating friction, misunderstanding, and distrust.

Enhanced online sales conversion rate (CR).

Eliminating obstacles along the route to purchase is the most efficient method for increasing the conversion rate.


A/B testing in eCommerce comprises testing and comparing several page components and versions to identify the designs, content, and functions that impact consumer behavior.

Digital marketers utilize A/B testing to enhance consumers’ purchasing experience, increasing click-through rates, conversions, and income.

It is also an excellent method for segmenting the target audience and gaining valuable information that may improve corporate performance and decision-making.

When properly implemented, A/B testing may generate enormous success for your business since it fosters innovation and distinguishes your brand from the competition.

A/B testing is undoubtedly one of the most influential and successful methods for driving ecommerce growth. Instead of relying simply on intuition to forecast what will convert clients, A/B testing delivers concrete insights into your audience’s actual wants, so you never have to guess.

If you don’t have a team to assist you with this, you can ask Brillmark for help whenever — we’d love to assist you with A/B testing, building, and set-up for your e-commerce store. We’ve been handling tests for customers who love proficient testing assets for over ten years.

Along with A/B testing, we also provide Shopify development services, frontend development services, and more.

Ping us now to get in touch with us.

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