If you are most people in the ecommerce business, you may be leaving a lot of profit on the table when it comes to all the traffic coming in to your website. Why exactly is this so? Well the answer is simple – there is always a better version of your website (landing page, call to action, checkout button, etc.)
Now how are we to know if we are already using the best possible version of our ecommerce website? Well the only way to do that is to split test. Split testing enables us to pinpoint website elements that work and eliminate or make changes to those that don’t. It basically involves setting up tracking codes serving two different versions of your website.
In split testing ecommerce websites, visitors will be divided among different versions of a certain website as they come in. The goal is to of course determine which version of an ecommerce website actually converts better and yields more profit. You can then use that version of the website more as default.
Split testing is a relatively simple thing to do and yet roughly 99 percent of ecommerce businesses forego doing it and leave a lot of money on the table. As mentioned earlier, you can split test just about any element on your ecommerce website which includes:
Keep in mind that such elements can influence your prospect’s decision to buy from your or not which is why it’s so important. Let’s say that for every 1000 visitors to your website you have a 1 percent conversion rate, your business ends up with 10 sales. Without split testing, you’ll never know whether or not you can increase that conversion rate to say, 2 percent which translates to 20 sales for the same amount of traffic thereby doubling your business.
There are various great tools that you can use to split test your ecommerce website. We highly recommend Visual Website Optimizer and Zen Tester.
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Samuel Junghenn is the Managing Director of Think Big Online and has over 12 years experience in Online Marketing. He is passionate about building businesses using the power of automation and the Internet along with the thrill of motor racing.