This post is part of The Ultimate Guide to eCommerce CRO created by our eCommerce CRO Agency team.
Also in this series:A/B testing is a valuable tool for any e-commerce business looking to improve the performance of its category pages. By comparing two versions of a page, A/B testing allows a variety of businesses to determine which version is more effective at achieving their desired goals and improving conversion rates.
In this article, we’ll cover 5 actionable A/B tests you can start right now to help improve your eCommerce store’s category pages.
1. Test page layouts and where you place your CTA buttons
The placement of your CTA buttons can have a significant impact on the performance of your category pages. By testing different locations for your CTA buttons, you can determine which placement is most effective at driving conversions.
To test the effectiveness of your CTA placement, try creating two versions of your category page. In the A version, place a CTA in one location on a webpage. In the B version, try placing the CTA in a different location.
By comparing the conversion rates of the two pages, you can determine which CTA is more effective and use that on your category page.
2. Test the colours of your CTA buttons
The colour of your CTA buttons can also play an important role in the overall effectiveness of your customer’s purchase journey. By testing different colours, you can determine which colour is most effective at grabbing the attention of visitors and encouraging them to take action.
To test the effectiveness of your CTA colours, try creating two versions of your category page. In the A version, make your CTAs blue. In the B version, make your CTAs green.
By comparing the conversion rates of the two pages, you can determine which CTA is more effective and use that on your category page.
Pro tip: research the ‘psychology of colour’ to gain better insights into how different colours can impact people’s decision-making.
3. Test the language used in your CTA buttons
The language used in your CTA buttons can also influence a customer’s decision on whether or not they will click on them. By testing different language options, you can determine which language is most effective at driving conversions.
To test the effectiveness of your CTAs, try creating two versions of your category page. In the A version, use a CTA that reads “Buy now.” In the B version, try different language on your CTAs such as “Add to cart.”
By comparing the conversion rates of the two pages, you can determine which CTA is more effective and use that on your category page.
4. Test the use of product reviews and ratings
Product reviews and ratings can provide valuable information to potential customers and can help to build trust and credibility. By testing the inclusion of product reviews and ratings on your category pages, you can determine if they have a positive impact on conversions.
To test the effectiveness of different trust signals, try creating two versions of your category page. In the A version, use trust signals such as customer reviews, star ratings, and money-back guarantees. In the B version, try using additional trust signals such as security badges and SSL certificates.
By comparing the conversion rates of the two pages, you can determine which trust signals are most effective and use them on your category page.
5. Test the use of product images and videos
Product images and videos are extremely important to any eCommerce store and can provide a more visual representation of your products as well as help engage visitors and encourage them to take action. By testing the use of product images and videos on your category pages, you can determine if they have a positive impact on conversions.
To test the impact of different images or videos, try creating two versions of your category page. In the A version, use product images to show customers what they are purchasing. In the B version, try using lifestyle images that show customers how your product can be used in their daily lives. This can help as people tend to want to imagine using something before they purchase. How can your product benefit them?
By comparing the conversion rates of the two pages, you can determine which type of image is more effective and use that on your category page.
Overall, A/B testing is a valuable tool for e-commerce businesses looking to improve the performance of their category pages and eCommerce store in general. By testing different elements of your pages, you can determine which elements are most effective at driving conversions and use this information to optimise your pages for better performance.
