Improving ecommerce Conversion Rates

How I improved “Add to Cart” by 80%

AB Tests for ecommerceMany ecommerce shop owners will be familiar with the challenge of improving conversions rates and are also probably overwhelmed with the whole process of optimisation. As an ecommerce owner & also a conversion optimisation specialist who works with other ecommerce shop owners, I understand the pain. It can be incredibly difficult to budge conversion rates, especially with ecommerce, but it can be done, and the rewards can be enormous. Let’s take a look at how I managed to improve “Add to Basket” by 80%.   The sales process is a funnel:ecommerce conversion funnel improvement
  • Get people to look at a product
  • Get them to add it to the shopping cart or basket
  • Get them to go to checkout
  • Get them to pay

myAB Test

Here I concentrated on getting people to add product to the basket as I had plent of visitors and the drop out rate was low once they had a product in the basket. The important thing to do is to not make wild changes to the website in the hope that your dart magically hits the bullseye, but to actually test them out simultaneously – throw lots of darts – one will hit it! Ok, well it does need a bit more thought than that, but the principle holds. Anyway, here’s what I did.  

What is an AB test?

Skip this bit if you are familiar with AB testing, but those that are not here’s what they are: AB Testing Conversion experiments I make variations of the original web page and run them live on the website simultaneously. Visitors to the website will see one variation or the other. I can then measure which page variation leads to the most sales. Note: it’s called AB testing, but really it should be called ABCDE….. as you can test as many variations at the same time as you can dream up!  

My AB Experiment

I was convinced that Paypal hinders conversions – but a lot of sales do come through Paypal, so was cautious about meddling. My test was to remove the Paypal logo and button from one of my product pages. (Note – I tested just one product incase of calamity) In addition to this experimental page, I tried one where I added a second “Add to cart” button and another where I changed the visibility of the button by making it bright green instead of grey (the old classic AB test!). So my test looked like this:
  1. Original page with Paypal
  2. Page without Paypal
  3. Page without Paypal but with a second “Add to Cart”
  4. Page without Paypal but with a green “Add to Cart”

And So To The AB Test Results

ecommerce sales improvementsThe results show that the 2 Cart Button variant achieved a 79.5% improvement in Add To Cart over the original page. The page with just the Paypal Button removed saw a 61% increase in Add To Carts. Only once during the experiment did a visitor click the Paypal button. Changing the cart button colour reduced clicks on it. Engagement (time on page and other interactions) with the page was higher in all variants.   So there you have it. Some actionable data. I removed the Paypal button from the site and added a second Cart button to all products – now I’m watching my conversion rate soar and enjoying the money!  

See What Conversion Rates You Can Achieve With An AB Test – For Free!

Ever wanted to try something new out on your website? Now’s your chance. For a limited time I’m offering a free AB test trial. Visit Free AB Test to sign up.