电子商务A / B测试-5步指南

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我会坦率地说。 电子商务网站上的A / B测试被高估了。

与大多数“CRO”的讲道不同,改变颜色和调整字体只能让你在转换率和点击率方面获得非常小的改进。 要了解为电子商务网站上的用户创造积极体验的需要,需要花费大量的试验和错误。

需要付出更多努力才能确定电子商务网站上的标准元素,并确定如何通过A / B测试来尝试和改进转化。

你现在正在接受治疗。

我为你完成了所有的工作。 我将向您展示5电子商务A / B测试创意,这些创意最有可能提高您的转化率,从而提高您的收入。

到本文结尾,您将对如何在电子商务网站上进行A / B测试,如何做到有一个扎实的想法,甚至可能有足够的想法将其作为服务提供给您的电子商务客户!

了解疼痛点

有没有想过为什么A / B测试对电子商务网站如此重要? 这是因为网站的元素直接影响销售,转化为实际收入,与广告不同, 通讯注册 或页面浏览量。

A / B测试电子商务网站的最重要目标是识别 痛点. 销售漏斗中的痛点只是推迟访客或提供糟糕购物体验的元素。

一些示例可能会混淆UI,太多CTA,甚至加载页面都很慢。 在本文中,我们将讨论如何通过A / B测试确定导致访问者和用户流失的痛点,然后再努力解决这些问题。

首先,让我们看一下在您的商店中寻找痛点的最直接,最自由,最简单的方法。 我希望你听说过Google Analytics ???? 它是免费的,易于设置,是最强大的分析平台之一。 如果您已在商店中设置了Google Analytics,请跳过下面的设置部分。

在您的商店中设置Google Analytics

这是非常基本的,但如果你是新手,这应该可以帮助你在几分钟内完成所有设置。

在MyCAD中点击 软件更新 https://www.google.com/analytics/web/#home 并注册一个Google Analytics(分析)帐户。 如果您已经有一个Gmail帐户,则非常简单。

当你点击 注册, you’ll be prompted to fill a form that looks like this:We’re setting up the account for our website, so choose 网站。 接下来,输入任何 用户名网站名称 您的选择。

然后在正确的地方输入网址 format. 如您所知 - 您可以在一个 Google Analytics(分析)帐户中拥有一大堆帐户。

只需选择要添加属性的属性(商店的Google Analytics属性),然后点击即可 创建新属性。

从下拉列表中选择合适的利基 行业应用,和 报告时区,只需选择您自己的时区。 然后点击“获取跟踪ID”。 复制下面框中的代码 网站跟踪。

Now you’ve got to add this code to all the pages on your site that you want to track. It’s always a good idea to delegate this over to your designer or developer.

But it’s simple if you use WordPress (with WooCommerce), Shopify or Magento。 所有这些CMS都有页面模板文件,您可以在其中添加此代码。

Just make sure you add the code in the header area so that Google Analytics tracking code or pixel fires as soon as the page loads. Just so you know, you’ll need a few months of data after you set everything up in order to proceed. There is no way around this.

Just so you know, you’ll need a few months of data after you set everything up in order to proceed. There is no way around this.

任何类型的测试都需要一个假设或理论:

电子商务A / B测试假设

In simple words, this is the step by step process we use for all A/B testing processes. And it’s quite straightforward:

  1. 统计数据或数据意味着什么
  2. 我们预测(这)改变将导致(这)期望的效果
  3. 我们确定哪些指标或KPI来衡量变更的有效性或预测的有效性

有关含义的统计数据或数据

I’ll be frank. I don’t like to reinvent the wheel. There are tons of proven stats, data and suppositions on changes that affect conversions.

For example, the average shopping cart abandonment rate is a whopping 65.23%. And that’s people who come to your website, add a product to their cart and then don’t buy.

data 表明44%的这种情况是由于高运输成本而产生的。 现在,这是我们的统计数据或数据。

我们也可以通过Google Analytics数据进行确认。

For the sake of this example, let’s take a look at the analytics of the real Google Merchandise store, to which Google has given 公共访问.

在您访问该帐户后(上述链接中的说明),请转到 购物行为 in 转换。

并将日期设置为尽可能多的月份(我更喜欢六个月)。

正如您所看到的,一个惊人的16,753会话以放弃购物车结束,6,345会话以结账放弃结束。

我们在这里确定了一个痛点。 请注意,统计数据或数据不一定只是关于您网站上的痛点,它们也可以是关于改善用户体验的功能,例如添加信任或奖励徽章(Express Watches利用此技术 提高 他们的销售量为58.29%),或提供实时聊天帮助(44%的在线买家希望在购物期间提供在线聊天帮助,根据 Free Introduction Forrester研究)。

预测

根据以上数据,我们预测,如果我们为用户提供免费送货,购物车放弃率将下降,退房率将会提高。 明显。

要衡量的指标或关键绩效指标

现在我们已经掌握了统计数据和预测,我们需要确定分析中的指标,这些指标将在我们运行测试时验证此预测。

Since we’re looking to increase the percentage of users who add products to their cart and then buy them, the KPI we should be measuring would be the percentage of sessions with transactions.

运行A / B测试

有两种不同类型的A / B测试工具。

Some are client-side, and some are server-side. In simple words, client-side tools make use of Javascript overlays on websites so that the browser makes the same page look different to the user. Think of adding some ‘makeup’ on your web page.

服务器端工具完全发送不同版本的网页。 它们更强大,但需要开发人员支持,使它们不适合小型团队(如我的团队)。

客户端工具易于使用,其中大多数只是简单的拖放。 VWO,Optimizely,Google Optimize和Adobe Target都是客户端工具。

And the setting up is as easy as it gets: all you need to do is add a Javascript snippet on your website (similar to the Google Analytics tracking code) and you’re set.

但我们都喜欢用勺子喂食,呵呵?

让我向您展示如何使用免费的Google Optimize工具逐步设置所有内容。

使用Google Optimize运行电子商务A / B测试广告系列

首先,注册Google Optimize帐户 点击此处.

After you’ve signed up and given all the account permissions, you’ll land on the Dashboard, from where you can start creating ‘Experiments’.

继续填写实验的所有细节:

输入实验的任何名称,以及我们的页面的 URL wish to A/B test. In our example, it’s the checkout page (https://shop.googlemerchandisestore.com/basket.html)。

A / B测试, and then click ‘Create’.

The next step is to link your Google Analytics property to the experiment. Click on ‘Go to container page’ in the right sidebar.

On the Container page, click on ‘Link Property’.

Select the property associated with the website you plan to run the A/B testing campaign on from the drop-down in the popup that appears, and click on ‘Link’ (Do note that you need edit access to the property you’re linking with Google Optimize).

Next, you’ll be prompted to add a short code snippet to your site to run Optimize experiments. Click on ‘Get Snippet’.
Now you’ll be shown a shortcode that looks like this (step 2):

It’s pretty simple- just insert that code into the Google Analytics tracking code as shown. Don’t worry about the code being as high as possible in the header. Just make sure there isn’t any JS that loads above it in the header.

Then click ‘Next’.

Now, you’ll be prompted to add another code:

Remember how Google Optimize is a server side tool and uses a Javascript overlay to show two versions of the same page. Well, this code is just to make sure that the users aren’t shown one version before the javascript code loads. Just paste it into your page template (or shopping cart page HTML) just above the Analytics tracking code in the header.

After you’ve added the code snippets, return to the 实验 页面,然后从列表中单击我们正在进行的实验。

设置实验分三步完成:

  1. 再创建一个变种
  2. 选择主要目标
  3. 通过创建URL或路径规则来设置定位

Let’s start by creating a variant.

您可以直接从此页面预览原始版本或进行编辑。

Google Optimize最有趣和最有用的功能之一就是 谷歌优化浏览器 plugin 这使您可以创建拖放变体并轻松进行编辑。 继续安装 plugin 现在。

您可以单击原件对我们的原始页面版本(版本A)进行更改或编辑。

Now let’s create the variant version (version B). Return to Google Optimize and click on “NEW VARIANT”.

Name this version as you’d like and click on it to open up the checkout page (我们的示例)并进行编辑或更改。

要编辑或更改任何元素,只需选择一个元素,然后单击标记为红色的图标。

这会打开一个弹出窗口,您可以在其中更改字体和大小,对齐方式,颜色,背景,边框等。

For example, since we’re planning to offer free shipping and test how it could helping reducing dropouts from the checkout page, let’s add a line below the pricing that says ‘Your order qualifies for free shipping to US and Canada’.

Click on ‘Edit Element’ in the popup, click on ‘Edit HTML’, and enter the text in the popup editor and click ‘Apply’. That’s it. Click on ‘Save’ to save all the changes you’ve made to the variant version.

With a bit of HTML coding skills, you can alter entire designs and add new visual elements as you like. And you can create as many variants as you’d like in this manner.

Now that we’ve created a variant, let’s move on to the next step: setting an objective.

在变体表下方,您可以看到表格 目标 和 瞄准。

从下拉列表中选择一个目标:

In our case, since we’re trying to reduce dropouts (or bounces) from the checkout page 由于运费高,目标是 跳动。

You can also add any secondary objectives if you’d like.

然后,您可以添加简单的假设——看起来像这样:“我们计划从 checkout page 通过提供免费送货”。

然后点击第三步: 目标 (同一表中的另一个选项卡)

在 目标 选项卡,您需要配置许多设置。

访客百分比: This is simply the share of the net traffic to that page that you want to run the experiment on. This is useful in cases when running the experiment to the entire traffic bucket might cause additional overhead charges or expenses. For example, offering free shipping for all orders isn’t probably a good idea at the start of an experiment.

So let’s set this to 5% so that the variations are shown to only a small percentage of shoppers.

目标访客权重: 这是每个变体所服务的访问者百分比(在我们的例子中,是页面所有流量的5%)。

W通常将此设置为每个变体的50%,但如果您拥有该页面的3变体,则可以将流量的百分比设置为33.33%。

After these, we have the ‘When’ settings that determine when the experiment is shown:

评估: This setting can be used to decide when the experiment is loaded, on page load or after a custom event. This can be helpful for experiments that involve, say, testing what’s shown to users after a social share (after a custom event).

附加条件: 这些涉及网址匹配和其他定位设置。

‘URL matches’ is where you configure where to run the experiment. And for those of you who’ve been wondering all the while how we set dynamic URLs that are very common on ecommerce websites, here is where you configure it.

只需将URL路径设置为 网址包含https://shop.googlemerchandisestore.com/basket

在我们的示例中,目标页面为https://shop.googlemerchandisestore.com/basket.html

This ensures that the experiment is run for all dynamic URLs like https://shop.googlemerchandisestore.com/basket.html?vid=20160512512 that are common on the Google Merchandise store. Then click ‘Save’.

其他其他定位设置包括各种受众特征和其他定位选项:

我知道这对你来说太复杂了。

But here’s a simple example of how we can use this.

Since we plan to offer free shipping only to the US and Canada, don’t you think it would be a good idea to target users only from US and Canada?

Let’s set the Geo settings to 国家等于美国 和 加拿大。

The click on ‘Add’ to save that targeting option. We’re all set with 瞄准。

注意:在继续之前,请确保在所有设备尺寸上正确显示变体。

Now click on ‘Save’ to save the 变种,目标, 和 目标 settings. Then click on ‘Start Experiment’ to kickstart your A/B testing campaign.

That’s it. You just set up your first eCommerce A/B testing campaign.

这不是那么困难,是吗?

Now that we’ve learned the basics of setting up A/B testing (yes- that was just the basics), let’s take a quick look at the more advanced and scalable ways to do this.

多变量测试和强盗算法

首先要做的事情。 只有在获得大量流量时才考虑使用MVT。 您可能已经从名称中猜到了它 - MVT涉及到

您可能已经从名称中猜到了它--MVT涉及在页面上测试元素的多个组合,以找到满足转换目标的元素的最佳组合。

听起来很混乱?

我会解释的!

假设您需要测试标题图片,徽标,侧边栏和页脚,并希望找到这些元素的最佳组合,从而推动侧边栏广告的最大点击次数。 对于正常的A / B测试,这几乎是不可能的,但是多变量测试是一个相当普遍的目标。 几乎所有A / B测试工具(包括免费的Google Optimize)都能让您运行多变量测试广告系列。

Bandit algorithms are simply the automated way to run large scale campaigns and automatically reduce ‘regret’. ‘Regret’ is the revenue or conversion lost due to a low converting variation.

简单来说,假设我们对接收大量流量的页面运行A / B / n测试。 您可以使用强盗算法自动设置获胜变体(具有最正转换结果或目标的页面)。

强盗算法最常用于大规模多变量测试,其中基于结果的实时更新对于减少收入损失是必要的。

Now that we’ve talked about how to setup and run A/B testing campaigns, let me give you some inspiration to run your own campaigns.

5经过验证的A / B测试理念,可以提高您的底线 

1。 使搜索栏尽可能突出

好吧,我对此有偏见。 But let’s be frank. How many times have you come across an online store and wished有一个搜索栏?

Of all the online stores I’ve come across other than Amazon, I hardly remember any that had prominent search bars.

亚马逊在这方面杀了它。

尝试使用具有突出搜索栏的变体测试您的主页或主要类别页面。 试验它如何将视图增加到其他产品页面并降低跳出率。

2。 添加信任徽章

有成千上万的网站使用这种策略,这应该是#1在这个列表中。

有没有想过为什么越来越多的网站突出显示McAfee安全小部件?

It’s a simple psychological trick: by associating a well known trusted brand with yours, you gain a little bit of that trust. And it’s an age-old trick.

以下是最常用的信任徽章:

其中,McAfee Secure和VeriSign是 作为最值得信赖的人。

3。 添加产品视频

Besides providing an additional channel for promotion, this is a cool tactic to give users a clear cut idea of the products you’re selling.

Zappos使用这种策略非常出色,并且几乎所有产品都有视频。

Appliances Online发现,观看视频评论的用户120.5%更有可能购买该产品,每个订单消费9.1%,并且还会在商店上花费152.7%更长时间。

只需拍摄库存的快速产品视频,然后将其显示在产品页面上即可。 尝试针对原始版本测试此变体。

4。 提供次日或免费送货

I know I already talked about this one, but I couldn’t have not included this.

统计数据是统计数据。 本篇 comScore study shows that a whopping 47% of customers just abandon the cart if they see that they’re being charged extra for shipping.

While offering free shipping might be expensive, it’s still a good idea to test a variant that offers free shipping (like we did in the above example) and see if you can increase your average order value enough to make it profitable. Nothing beats free shipping!

5。 添加一种紧迫感

If you’re thinking that displaying timers and offer expiration notices on product pages are done only by rip-off affiliate marketers, think again.

亚马逊甚至这样做:

行业惯例是如果用户在上述时间段内订购,则可以吸引第二天的用户或免费送货。 您还可以通过提供促销代码和免费赠品以及产品进行试验。

That’s all from me! Here are several more 思路 if you’d like to keep reading.

Now- wasn’t that actionable advice?

Go run a simple campaign with any of the ideas above. And with Google making Google Optimize free for everyone, there’s nothing stopping you! Share your results in the comments below!

Adi Suja

Adi是Growthetics的创始人兼首席发展官,Growthetics是一家专注于增长的内容营销机构。 他帮助推动电子商务平台博客的发展。