E-commerce Link: Commit to True Online Testing
• Images. This includes both product images and lifestyle images.
• Color. Only test color if you are convinced it is a barrier to your persuasive momentum. However, always avoid light text on dark backgrounds in the active window.
I encourage you to think of testing as a series of steps in the ongoing effort of optimization. This testing period should allow you enough time to gather sufficient data to gauge real insight about your A/B splits. Identify the number of unique visitors and/or conversions to test so you can establish good data, then determine how long it will take you to generate this traffic. This number will vary from business to business, but your decisions should yield enough data to confidently declare a “winner.” Many A/B testing platforms will calculate this for you.
The more you test, the more you develop a feel for what works and doesn’t work for your customers. Even small changes can have a dramatic impact on your conversion potential.
So, don’t be intimidated. Just get started! You won’t regret it.
John Quarto-von Tirada, chief thinking officer, Future Now, contributed to this column.
Jeffrey Eisenberg is co-founder and CEO of Future Now Inc., a New York-based consultancy that specializes in online conversion strategies. He can be reached at firstname.lastname@example.org.