Product Page Testing
Once, only the most serious retail marketers took on the hard statistics and double workload of A/B testing to discover which version of their product pages had a better conversion lift. Now just about every e-commerce optimization platform engages in split testing. SellPoints is no exception, with product page testing that focuses on the retail product page’s critical place in the shopping funnel.
SellPoints enhanced content has the critical job of encouraging consumers to jump from considering a purchase to committing to it. Brands can always experiment with updating product message, then comparing results in product page analytics from the three months before and after the change. But any differences could come from a huge array of sources:
- Seasonal shifts in consumer traffic
- Differences in discounts and promotions
- Offers from competitors
- Advertising campaigns
- Changes in web search, social, and mobile traffic
Product page testing breaks through that noise because the results come from the same retail site in the same time period.
Split testing or A/B testing divides visitors into two groups. One group sees one version of the product detail page. The other group sees a variant. Then an e-commerce analytics tool calculates key metrics for each group. How many shoppers engaged with the optimized product detail page? How long were visitors on the page? And most importantly, how many went on to convert with an add to cart? Testing proves that with enough traffic, other variables average out, and brands can observe which version works better.
The product page testing we do at SellPoints is specially designed to give brands a reliable measure of product page performance.
- We withhold Story Points and Enhanced Content from 5% of visitors for the first hour their visit.
- We measure how many of these visitors add-to-cart compared with the other 95% of visitors.
- This creates a precise measurement showing how our content positively results in an incremental lift in add-to-cart rates.
In summary, we split visitors into groups that see our content experiences, or that see the unenhanced product page. Then we measure the incremental lift from the SellPoints experience. Extra intelligence in the grouping algorithm minimizes the number of customers who fall into the unenhanced version, and in future sessions lets them out of the test to see the rich content. But it’s more than enough to gather statistics on customer behavior — and the platform’s critical influence on add to cart rate.
How much lift do we see? Check out our report on incremental lift, and see how SellPoints can improve product page performance.