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How AB testing can help E-commerce websites and Magento development?

Scientists all over the globe have done some sort of experiments and have gained huge success in the field of technology. Imagine if none of them conducted experiments. We would not have electricity internet and most probably unawareness of gravity.
Experiments are necessary for every field. If you are having a business website you should be able to do experiments with the website also.
Before jumping towards the importance of experimentation, let us see some interesting stats about the E-Commerce industry. About 1.66 billion people make a purchase of goods online. This report is generated by Statista. As per a research by Statista, in 2017, retail e-commerce sales worldwide amounted to 2.3 trillion US dollars.
A research states that e-retail revenues will grow to 4.88 trillion US dollars by the year 2021. Global retail sales of E-commerce generated about 653 billion US dollars in the year 2018. There are around 12 to 24 million online sellers.
With such a huge number of e-commerce websites it is clear that in the market has grown tremendously in the last decade. Since millions of people shop online the physical stores are also introducing e-commerce websites. Amazon, Alibaba, and Flipkart are some famous brands in the e-commerce industry.
Users get an ocean of variety of products online. A user need not go anywhere to make the purchase. Since e-commerce websites deal with multiple dealers around the world, users get a good variety and cost-efficient products.
If you are planning to develop an eCommerce website you can consider following certain protocols of the e-commerce industry. You can either offer customized e-commerce website which deals only in a certain line of products. Or you can create a platform for vendors and users where vendors can sell their products online and users can choose from numerous vendors.
E-Commerce industry has become a trending industry. With so many e-commerce websites it is difficult to build a unique website which can get millions of visitors or buyers. If you have done complete research and are following all the latest trends of e-commerce industry you still need to work on your website.
Google analytics is one of the most used tools to calculate the number of visitors to your website. Businesses use Google analytics to find which page gets most of the visits, how much time the user spends on the website and what exactly users are doing on those pages. You can see how many users clicked on the displayed products and how many people bought from your website.
Despite developing an eCommerce website with unique features, great design and amazing user interface (UI); many businesses are not able to achieve good sales. In such situations, experimentation can be a good option.
As mentioned at the beginning of this article, experimentation helps every sector including e-commerce. Developers should consider AB testing for improving website traffic. AB testing is also known as split testing. Developers create two versions of a single web page and analyze which version works best for generating more traffic. This comparison of two versions is referred to as AB testing. The ultimate goal of every eCommerce website is converting ordinary visitors into potential buyers.
Businesses often take help of paid services for generating more traffic. As per researches, it is clear that all paid services bring good traffic but the conversion rate is lower as compared to organic campaigns. Often businesses use AB testing in digital marketing campaigns. The AB testing is conducted for anything and everything on a website. It helps developers understand which version of web pages are more attractive.
Almost all eCommerce websites are created using Magento development. The Magento AB testing can be done for various reasons like improving conversion rate, decreasing cart abandonment rates and improving email marketing. Let us see what are the steps involved in AB testing for E-Commerce sites.

1 Google analytics

Google analytics is used to analyze the overall website. Businesses should either hire professionals or outsource for analytics. To analyze every aspect of a website, Google analytics can be used. Businesses can find out what are the exact problems in the website and make a list of those problems.
The Google analytics tool helps you find which pages are getting fewer visitors. It shows how many people have clicked on the CTA of landing pages. It shows how many people have stored products in the cart but have not bought it. It also displays the bounce rate of all the web pages.
You can observe the user's behavior with the help of the tool. For instance, a user is spending enough time on your landing page but not clicking on the CTA. You can consider redesigning the CTA or increasing the size of the CTA button. You should check whether the CTA is visible to users or not.
Since you are into E-Commerce industry, let us assume users are visiting product pages but not taking any action. Then you can try changing the images of products or simply uploading clear high-resolution images.

2 Make a list of changes

As per the analysis, now it is time to make a list of experiments. If the analysis shows that the web page has a higher bounce rate, then you can consider a set of changes such as different design, different content, etc.

3 Create a new version

Since you already have version A, now you create version B. Test the hypothesis against original page. Developers check the impact of changes using analytics tools. These changes are made for a certain period of time.

4 implement the changes

Finally, start implementing the changes. In this phase, developers make the necessary changes in current web pages only if the hypothesis showed a positive result. For instance, if Google analytics tool shows an increased number of clicks on CTA after changing the CTA button design, you can implement this change in the original page.
You being *mangento developers *can pass it on to the marketing department so that they too can start AB testing in email marketing campaigns. You can make powerful changes in the email draft or CTA or images or subject lines.
AB testing is a lengthy process. Since every webpage has one or other changes, websites should make one change at a time. If you make several changes and launch them in version b, it becomes extremely difficult to analyze which change affected the results. Since changes should be done one at a time, it takes a longer time for the whole website to perform well. Website optimization is an ongoing process. Hence AB testing is also an ongoing process.
With a lot of benefits AB testing also has some limitations. This testing technique cannot be used for promotional campaigns due to its lengthy procedures. Often it happens that the changes you made and the results you got are just a part of coincidence.

Conclusion

Make sure you have enough time and skilled resources to perform AB testing. The testing delivers excellent results only if conducted properly. There are chances of coincidences and one must not ignore this possibility.

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