Introduction
If I had a quid for every time someone asked me to change a button’s colour, I’d be lounging on a yacht sipping margaritas. The truth is, if small split-tests like these dramatically increased sales, I’d be out of a job. However, significant and data-driven split-tests can make a real difference in your eCommerce success.
Ambitious Split-Testing
Whilst small tweaks might seem less risky and resource-intensive, they often yield negligible results. To truly benefit from split-testing, you need to think bigger and create ambitious, data-driven experiments.
Already Split-Testing?
It’s great if you’re already running experiments on your eCommerce site – you’re mitigating risks by testing changes before fully committing. But if you’re only making minor adjustments, you’re still wasting time and money.
Not Split-Testing Yet?
For established online retailers, it’s crucial to implement a growth strategy that maximises sales while minimising risks. Avoid relying on whims and assumptions; instead, use data and controlled testing environments to make informed decisions about your eCommerce store.
Creating Controlled Experiments
Follow these simple rules to create effective controlled experiments:
- Analyse raw data, such as visitor behaviour, to develop hypotheses and experiments.
- Never make permanent decisions based on raw data interpretation alone.
- Use raw data to design controlled experiments.
Example of a Controlled Experiment
Suppose you sell wine online and notice that customers typically buy 12 bottles per transaction. You could hypothesise that customers want to stock up on wine, so they don’t need to shop for it again soon. To capitalise on this behaviour, create an offer: “Buy a case of wine (any 12 bottles) and get FREE delivery on your order.”
Test this hypothesis by offering the deal to 50% of customers for 30 days. Compare the sales and visitor data to the previous month. If the experiment is successful, make the change permanent; if not, tweak or abandon it.
The Problem with Small Experiments
Small experiments like button colour changes may yield minor improvements but won’t dramatically boost your sales.
The Trap of Small Experiments
eCommerce brands often get caught in the trap of running minor experiments because they seem easy, low-risk, and require fewer resources. However, these tests rarely produce significant results.
Embrace Bold Split-Testing
It’s time to step out of your comfort zone and embrace bold split-testing. By focusing on more significant changes that directly impact customer behaviour and drive sales, you’ll maximise your eCommerce site’s potential. Use data-driven insights to create controlled experiments and think big. By taking on ambitious tests, you’ll unlock the true power of split-testing and experience a substantial impact on your bottom line. So, go big or go home!
