Most of the time, the product page has a lot of text/info or call to action buttons that make the visitors ignore the ‘add to cart‘ button, which is the most important one on the page! This test will help you see if changing the CTA on the add to cart button, or adding some trust elements and cleaning the page a little bit, will help you convert more.
Here are the steps to follow:
Step 1. Create a new A/B test
From your left menu (Dashboard) select the ‘A/B Testing’ option.
Here you can either load the URL of the product page that you want to include in your experiment or add its HTML source code (‘or upload your own HTML‘ = used mainly for dynamically generated webpages, like the shopping cart page).
Step 2. Create the variation.
To create the changes you wish (in our example, changing the call to action button and removing the distracting elements), you must go to the ‘Variations’ tab and add a new Variation. Here you will find the WYSIWYG editor which will help you make changes to the original version (‘CONTROL‘) into the new Variation.
To start changing things into the page just click on ‘+ NEW VARIATION’ next to the blue ‘CONTROL‘ button.
Then, you will have to make the change in the editor as we did in our example:
A. Call to action button
From ‘Edit element’, choose ‘Change text’.
When you click on ‘Change text’, this new window will appear:
After you click on ‘Save’, the page will look like this:
B. Adding trust elements
From ‘Insert content’, choose ‘After selected’.
When you click on ‘After selected’, this new window will appear:
After you click on ‘Save’ the page will look like this:
C. Removing the search bar
Your visitor should buy that product, not to search for another.
Choose ‘Remove element’.
***Hint: If you have other elements that don’t look OK after removing the search bar, you can move them to a more suitable position.
Choose ‘Move element‘.
After you align it where you wanted, click ‘Save position’.
Step 3. Choose your audience
If you want the experiment to be applied only on one product page, you must insert only that specific URL using the ‘URL IS’ condition.
If you want to apply the experiment on all product pages, you can do this by inserting into the Audience tab only the part of the URL that is common to all product pages and using the ‘URL CONTAINS’ condition.
After the links are entered, select the ‘Segment’ (Target) tab to choose the visitors that you want to be included in the experiment.
The ‘Select a segment’ window will appear. From this window, you can choose a segment that has been already created or create a new one.
Once you’ve set the segmentation you can see that under the ‘Advanced settings’ link, in the second part of the page, you can add a maximum number of users that will see the experiment (once that number is reached, the experiment will stop) and select the devices where you want the A/B test to be visible.
In the end, you have the option to mark it as exclusive, meaning that no other experiments of this type will be triggered for the visitors who viewed this one first, as long as this experiment is still active.
Step 4. Traffic allocation & goals
In the ‘Traffic Allocations and Goals’ tab, you will select the percentage of visitors that will see the experiment.
This percentage will be randomly extracted from the segment you have decided to use. You can run the test on all of the visitors who are included in the segment or just a part of them (let’s say 50%).
After the percentage of visitors is set, you can use the variation traffic selector to modify how much of that percentage will see the ‘CONTROL’ (the original page) and how much the ‘Variation’ (the page with the changes).
In the second part of the page, you will find the ‘Goals’. A goal is set to track sales, the conversion rate, click rate, engagement, bounce rate etc.
There are 3 predefined goals that you can use – Sale ( which only works after the Sales Goal tracking code is inserted on the thank you page of your website – Click here for more details), Engagement and Bounce rate.
Step 5. Schedule and publish the A/B test
The last step of setting up an experiment is ‘Schedule’-ing it. Choose for how long to set it live, when to be triggered to your visitors and whether or not you want to receive an email when it has expired.
Finally, click on ‘Publish‘. You can also save the experiment as a draft to work on it later.
DON’T FORGET: After each time you publish or update an experiment, you have to wait 3-4 minutes until it will be visible on your website. If you want to see the changes live instantly, install the OmniTool extension that helps bypass the cache system which generates the delay. You can download OmniTool here.