Split testing (also known as A/B Testing) allows you to determine which elements of your website are impacting visitor behaviour.
Whether it’s the colour of your navigation menu, the type of pictures you’re displaying on your pages, or even your font style – all of these are examples of factors which may impact visitor experience. Split testing allows you to weigh changes to these different elements, so you can maximise conversions, and ultimately, your bottom line.
Why Should You Split Test?
As mentioned in articles like this, your checkout process has a direct impact on your shopping cart abandonment rate. Optimising your checkout process can greatly improve your sales by converting browsers that are “sitting on the fence”, into buyers instead.
Here are some elements that you should test for in your checkout process, which can improve your conversion rate and minimise cart abandonment:
1) Guest Checkout Or Member Login Checkouts
Forcing a visitor to register before making a purchase is a big no-no (and I’ve discussed why this is at length here).
In the offline world, when you go to a store and make a purchase, the checkout operator doesn’t force you to give up all your private information.
The online world is no different, so if you can avoid it, don’t do it to your ecommerce customers.
Sometimes you will need certain information from your customers. This is why, depending on whether or not the majority of your customers are new shoppers or repeat buyers, a guest checkout feature may better suit their needs.
A registered customer can always use guest checkout if they don’t feel like logging in, so highlighting a guest checkout feature will not negatively impact these repeat users.
But for new customers who do not wish to register, this gives them an opportunity to check out without the hassle of creating an account.
2) Coupon Code Field Presentation
The last thing you want to do is confuse your customers or distract them from completing their checkout.
For example, if there is a field to enter a coupon code, and the customer doesn’t have the coupon – this can cause customers to leave the store in search for the elusive discount code. If you ARE going to offer coupon codes, it’s important to test how you offer them.
You can, for example, remove the coupon code field from view. Instead, place a checkbox for customers who do have a code to trigger a pop-up. This stops shoppers searching for a coupon who don’t have a code to begin with.
Remember that online viewers have short attention spans, so test these elements of your checkout process to make sure you’re not distracting your customers. However, if your store utilises coupon code promotions heavily, it makes sense to have the coupon code field clearly visible or even emphasised.
3) Testing Security And Trust Seals
Adding trust and security seals to your website gives your store credibility. It reduces customer anxiety by ensuring them that their privacy and security is protected while they are shopping on your site.
In a Baymard Institute survey, it was identified that certain trust and security seals were seen to be more trustworthy than others. It was also identified that having only one seal may not be enough. Instead a combination of seals may be more appropriate.
Just like with other elements of your website and checkout process, it’s important to test if a particular seal impacts conversion rates on your website.
A/B testing will help you determine what actually improves your bottom line. Never assume that because a strategy is “best practice” that it will automatically work for your site.
Start A/B Testing Today
Optimising your checkout process increases your conversions and minimise cart abandonment. This is why split testing is important. By A/B testing your checkout process on your store today, you too can boost your conversions and improve your bottom line.
Want to know how to optimise your checkout using split testing? Click here to book a free 30-minute consultation.