Ecommerce is a highly competitive market and you need to strive in order to continuously be one step ahead of the competition. If you haven’t tried A/B testing until now, you’re basically leaving money on the table and it’s time you started.
Or maybe you already have an optimization program in place, but you simply ran out of A/B testing ideas for the product page. If this is the case, no need to worry! Check out the list we’ve put together and get inspired!
1. Add shipping and returns info under the ‘Add to Cart’ button
One of the most common reasons for user abandonment is the failure to set clear expectations from the very beginning. The estimated time arrival as well as the shipping costs are essential information you need to feature on the product page and not wait for users to hit the checkout – it might be too late.
As you can see, Nordstrom Rack does a pretty good job. They let you know how quickly you’ll get your boots, how you can unlock free shipping, while also shedding a light on the returns policy in a brief and clear manner.
2. Test adding a size assistant on your product page (applies to apparel stores)
Usually, people looking to shop clothes online face a pressing issue: the fitting. Most visitors aren’t 100% confident in their size choice, which could explain the high cart abandonment rates of apparel stores that fail to offer users a solution to this setback.
When buying clothes from a website, one can’t try them on as they would normally do in a brick and mortar store. This is why you, as the shop owner, need to offer customers an equally effective alternative and help them make a choice they’re comfortable with.
Test adding a size assistant on your product page – the chances to see a boost in conversion rates are quite high. A size assistant app allows users to enter their measurements based on which they receive personalized size recommendations. As a result, your customers will stop worrying about the fit and finish the purchase. Here’s how Asos does it – pretty cool, eh?
3. Make the benefits stand out
Even if you already have a product description in place, we believe you should also emphasize the benefits. Use icons and text, only text, or both – like Organifi did – but get those benefits in the spotlight!
Make it easy for users to understand what’s in it for them if they buy from you – how your product can solve their most pressing issue. As marketers, we need to sell to the reptilian brain – so don’t let visitors think too much before placing an order – give them what they need straight away!
Clearly state the benefits in a visually attractive manner and feature them as high as possible on the page for maximum visibility – preferably in the CTA area.
4. Prompt visitors to buy using urgency and/or scarcity
FOMO is real. People who shop online are afraid of missing out on a good deal, so by letting them know that an item is low on stock or that an offer expires soon, you’re basically giving them a nudge to buy.
However, we don’t recommend using fake urgency or scarcity because users will see right through it and this will most definitely backfire, hurting your conversion rate.
5. Offer an alternative for ‘sold out’ items
You can either give users the chance to receive a notification via e-mail as soon as the item is back in stock – like ColourPop did – or you can show related items they’d be interested in. Either way, don’t just display the ‘sold out’ tag, but try to offer alternatives. Otherwise, customers will leave your shop and start checking out the competition.
6. Test adding a zoom function to your product photos
Having a ‘zoom in’ function on product images it’s a must-have, especially for high-end products for which small details really matter. However, you’d be surprised to learn how many websites lack this function. If you’re not sure of the effect this might have on your conversion rate, what better way of figuring it out if not by running an A/B test?
7. Test adding trust badges under the ‘Add to Cart’ button
If you’ve previously conducted user research and lack of security turns out to be an issue for your prospects, you have nothing to lose if you decide to add trust badges in the CTA area as part of an A/B test. This might boost brand credibility and make users more comfortable with placing orders on your site, thus reducing the cart abandonment rate.
8. Test featuring cross-sells in the CTA area
Adding cross-sells on your product page it’s a great way of boosting your AOV (Average Order Value). It’s definitely one of those A/B testing ideas you need to try.
However, bear in mind that if you are to suggest additional products, they need to be related to the initial product. These items should enhance customers’ experience with the main product. Otherwise, visitors won’t find these cross-sells useful and they won’t consider buying them.
In other words, if you’re selling a phone, don’t cross-sell kitchen utensils. Instead, offer something relevant and useful, like a phone case or a screen protector.
9. Test adding star ratings
Ratings are a powerful form of social proof that can highly influence the buying decision. If you have testimonials on your product page or you don’t feature reviews at all, we recommend testing star ratings.
Keep in mind that the reviews should be mixed. Don’t block the negative reviews (or any reviews with less than 5 stars for that matter) because you’ll lose credibility points. There is no such thing as a perfect product and everybody knows that. So be honest and show all reviews – good and bad.
10. Test adding a product video
People are more likely to buy a product if they can test it – at least this is how it goes if you want to buy something from a brick and mortar store. For online shops, you need to emulate a customer’s experience in real life.
This is why testing a video could have a positive impact on your conversion rate. Using a video offers you the possibility to present the product from all angles and demonstrate its use in a clear manner.
If some of these A/B testing ideas for the product page sound interesting and you want to start running experiments, but you don’t know how, let us know and we can help out! Drop us a line at firstname.lastname@example.org and let’s talk!