E-commerce Link: Commit to True Online Testing
Next, determine the element you want to test on each page. Start by asking the following three questions:
1. What profiles are clicking on this banner, landing on this page?
2. What action do you want them to take? If it’s a banner ad, the goal is a clickthrough; if it’s a landing page, the action may be “Add to Cart,” “Learn More” or “Subscribe.”
3. What information does this profile need to be able to take that action?
These questions help you zero in on what element on each page or ad might have the most impact on conversion.
To give you a head start, here are some of the most effective elements to test:
• Call to action buttons, which include language, shape and size. A successful call to action incorporates several key elements. First, it should stand out from every other action on the page. It can employ a different color, and it should be larger and have prominent placement in relation to other buttons on the page. Also, an effective call to action uses the imperative verb with an implied benefit, such as “Add to Cart: You can always remove it later.”
• Point of action assurances and trust factors. These include refund and return policy language; availability of “About Us” information; shop-with-confidence language; phone number/offline help availability; and secure transaction assurances and placement.
• Product categorization. This includes both category names and product names. Reorganize categories based on external or internal search popularity, and use effective categories within the active window and navigation to quickly orient visitors to the value you have to offer them. This persuasive copy should be above the fold and should guide visitors to the information for which they are searching.
• Messages. Test banner messages, header messages, headlines and messages contained inside an image.