This document discusses using A/B testing to maximize sales for online stores. It provides examples of A/B tests from three different Shopify stores that increased metrics like page visits, transactions, and sales. It then explains what A/B testing is and how to implement it using a tool like Optimizely. Some common elements to test are highlighted like headlines, categories vs products, images, and call to action text or location. Analytics can help identify areas to test and improve conversions.

1. Maximizing Sales
Using A/B Testing

2. Three Quotes From
Shopify Stores

3. Re-arranging the
menu increased total
page visits per user
by 30%
1
Trisha Roy (Barn & Willow)

4. Changing the
featured pictures
from the product
itself to models
wearing the product,
transactions
increased 1.5%.
1
Maureen Wilkie (Beltcraft)

5. By showing only two
products instead of
four, we dramatically
increased our sales
1
David Lipovkov (KeepGo.com)

6. The Need for A/B Testing

8. Many Possible Reasons
4 Maybe more traffic?
4 Maybe the images you picked were better?
4 Maybe the order of the products you showed were
different.
4 Maybe the products you featured were different?
4 Maybe it was that people were less distracted by the
menu bar?

9. $300,000,000 button
http://www.uie.com/articles/three_hund_million_button/

10. Entire redesigns are expensive and
risky

11. What is A/B testing

13. What is a conversion?
Something measurable that you want to improve:
4 Total revenue
4 Number of people looking at products
4 Total people adding products to cart

15. Control = Original Version
Variation = The New Change You're
Testing

16. How the analytics work
1. When a visitor visits your store, Visual Website
Optimizer puts a cookie in the visitor's browser so it
remembers which version it showed them.
2. When they come back, they are always shown the
same version.
3. When the visitor converts (say a checkout page), it
looks to see which variation of the page the visitor
looked at and adds that conversion to that variation

17. Example

20. Optimizely Installation 1
Just Google "Optimizely Shopify"
1
Optimizely Reference: https://help.optimizely.com/hc/en-us/articles/200040505-Implementing-
Optimizely-on-a-CMS-or-e-commerce-platform#shopify

21. 1. Create your account

23. 2. Make a campaign and
make your change

30. 3. Add code to your store

36. Let's test it

37. Incognito

40. Analyzing the results

42. Now go and try it out!

43. "What should I test?"

44. Conversion Best Practises
+
Google Analytics
+
User Experience Design
=
Testing Plan

45. Some Usual suspects
1. Changing a headline (Edit text)
2. Showing categories vs product (Removing/Hiding
Elements)
3. Background image
4. Call to action location
5. Call to action text

46. Analytics
+
Conversion
=
Jevin Maltais

47. Want Traffic?
Better Conversions?

48. 101 E-Commerce
Conversion Ideas

49. EcommerceGrowthWeekly.com
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