Companies that sell in more than one country or sell different types of products will experience varying checkout preferences. Checkout is a critical part of e-Commerce, so A/B testing is essential to optimize the process. Here are 5 eCommerce A/B testing ideas for the B2B checkout form.
1. Single or Multiple Checkout Pages
Single-page and multi-page checkouts have pros and cons, making it difficult to decide which is better. A single page checkout, for example, reduces the number of distractions since everything is on one page, but it may take longer for the page to load. In addition, they make it difficult to pinpoint the area where users tend to abandon their carts. The advantage of multi-page checkouts is that they load faster, and it is easier to tell when the user leaves the checkout process. Using A/B testing can determine which checkout experience results in the highest conversion rate. You can also test further tweaks once your preferred method has been selected.
2. Columns and display
Depending on your preferences, you can either have one column of information to fill out or multiple columns. You should also consider how and where critical information is displayed, such as price, customer support information, and trust seals. To avoid a customer being surprised by unexpected fees or shipping costs, these details must be displayed clearly.
3. Fill-in fields
Test out different lengths and features to see what works best for your client profile. Test your form fields to see if customers abandon carts out of confusion or believe the process is too long. You can also add helpful features such as autofill and missing field notifications to guide the customer to the intended result.
4. Call to Action (CTA)
Using the "Check Out" or "Buy Now" buttons, customers can navigate to the checkout page to complete their purchase. To ensure effective CTAs, fonts, colours, sizes, and placement should be tested.
5. Refunds, Guarantees, And Trust Seals
Customers can feel more secure about their purchase if they see refund policies, trust seals, and guarantees. Your customers will be less hesitant if they see trust seals that say "30-day Money Back Guarantee" and "Secure checkout". A better conversion rate can be achieved by testing its placement to ensure it will not cause distractions - find a visible spot without being intrusive.
Final Thoughts
Performing e-Commerce A/B testing can prove beneficial.
Split testing allows you to identify small, incremental changes that potentially affect ROI. The checkout experience is pivotal to a customer's purchase decision because it is the final stage of the sales cycle. The testing process can help you pinpoint what facilitates purchase completion and leads to cart abandonment. When you apply the changes, you gathered from your tests, you should notice significant improvements in reducing cart abandonment. With a higher checkout completion rate, you will generate more revenue and better monetise existing traffic without investing additional resources in acquisition.
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