E-commerce websites can benefit from Multivariate (also known as A/B Split) Testing. This is essentially testing different versions of a webpage to see which performs better. There are tools like Google Website Optimizer and Google Analytics, which can help you with these tests.

If you own an e-commerce website, chances are you are looking for ways to increase conversion rates. One way to approach this is to pick a small subset of pages and do a multivariate test to see which versions of the page get you better results. The change could be as simple as using a different button or graphic to grab the visitor’s attention, or be completely different content or design structure.

The Official Google Blog posted a list of 25 ways you can use Google Website Optimizer to improve product pages. Here are 16 of their tips:

  1. Segment your visitors
  2. Set-up click-through funnels
  3. Analyze how your visitor and segments travel through the funnel
  4. Compare returning vs. new visitors
  5. Test different product images
  6. Test images of your product in-use, to static pictures
  7. Test the location of product images on product pages
  8. Test different versions of product descriptions
  9. Add customer reviews and testimonials to the page
  10. Test different placements and styles of “Add to Cart” buttons
  11. Test up-selling or cross promotion
  12. Test different product prices or sales/deals
  13. Display stock availability on page
  14. Add product feature and benefits lists
  15. Consider offering bundles or packages
  16. Offer free shipping

For the full list of product page 25 tips, and additional details about each one, visit the Official Google Website Optimizer Blog.

Written by Sarah V Bundy