Let’s say you have thousands of visitors on your website. However, your conversion rate is not what you think it should be.
It must be frustrating to see your products getting an audience and still not impressing anyone enough to compel them to spend their money. Maybe the majority of the traffic is not even checking out your product details pages. Usually, to get conversions, businesses invest in advertisement. However, if you have a good amount of traffic but still have a low conversion rate, you have a real problem.
A/B testing can increase the conversion rate on your site by helping you learn about how visitors interact with your site. This can give you insights for making incremental changes to improve it.
Here’s an example of how a basic yet very important element — a call to action, or “CTA” — can improve your audience’s level of engagement with your products. It’s a flexible feature which has the potential to create a bigger impact just by making a few simple changes.
These changes could include:
- Changing the color to attract visitors to it
- Altering the font size, style, or color to make it more readable
- Moving its placement to help get more clicks.
How A/B Testing Improved Conversion Rates for Oflara
We had an opportunity to create an experiment for our client Oflara. Based on heatmaps, they found our their visitors were not interacting with the CTAs, as the Add to Cart CTAs were only visible when hovering.
We created a quick test to see the impact if the CTA were visible all the time:
The results were better than expected, and their sales increased by 60% when compared to the control version.
Here are the results summaries for the test:
Screenshot: CTA A/B Test Session Result
Screenshot: CTA A/B Test Checkout Complete Result
Screenshot: CTA A/B Test Overall Transactions Result