How to Make the Most Out of A/B Testing

AB Testing

Once you’ve decided to take the plunge on using Exit Intent technology, there is a litany of tools at your disposal to make the most out of your sales strategy. One of these powerful tools is A/B testing which can show you the relative effectiveness of your exit intent campaigns.

Here’s how it works:

  • Using an exit intent company like MaxTraffic (www.maxtraffic.com), you create two contrasting campaigns to increase conversions and sales.
  • With A/B testing, 50% of your visitors are shown one campaign while the other 50% are shown the second campaign.
  • Your exit intent solution tracks the conversion rates of both campaigns, giving you real data on the effectiveness of each campaign.
  • Once your sample size is large enough to indicate a clear winner, you can then employ your effective ad with all visitors.

Effective marketing requires constant evaluation to determine if a new strategy will lead to more sales. With A/B testing, every new advertisement can be tested against your most effective current strategy. Why switch from an effective exit intent overlay when the new one isn’t as good?

Online retailers are always concerned about losing sales, and the prospect of a new campaign flopping can be enough to keep you from ever taking an advertising risk. Imagine that your marketing department has come up with a new campaign that is totally “outside the box.” You may be concerned about how it will play with actual customers, but your company isn’t nearly large enough to pay for things like focus groups and surveys. A/B testing is an effective, cost-efficient way to surpass customer surveys and get to the heart of the matter: sales. Use this strategy as much as you want; the more testing you do, the more efficient your campaigns will become.

How to Make the Most Out of A/B Testing

Getting Inside the Head of a Shopper

Getting Inside the Head of a Shopper

Designing your e-commerce site to maximize sales can often feel like an extended psychoanalysis of your customers. “Why do they do the things that they do?” “How can I keep them from leaving?” “Why won’t they make a purchase?”

All of these questions can leave you banging your head against the wall, wondering why your hard work hasn’t paid off with increased sales. Once you’ve overcome the frustration, however, you can begin to make inroads on your sales strategy by understanding shopper psychology and how to take advantage of customer behavior.

Customers Want to Feel Like They’ve Won

You must provide the customer with a positive experience if you have any hope of making an online sale. Visitors to your site want to feel like they’re getting a good deal; no one is going to make a purchase if they don’t feel good about the product and the price.

Regardless of your products’ prices and your profit margins, you must present them in such a way that the customer thinks they’re getting a bargain. Trumpet reductions in price (50% off!) and the customer won’t notice that the original price was much higher than the product’s value. Offer free shipping without mentioning that the overhead on the product more than covers your low shipping and packaging costs. Whether or not the customer is actually getting a great deal, you must go the extra mile to convince them of your shop’s great value.

You Want to Encourage Quick Actions

Many compulsive shoppers experience a rush of adrenaline when they make a new purchase. This “retail high” adds to the positive feelings associated with a new product. The customer imagines all the ways that the new product will bring value to their life and celebrates the great deal they received.

Countdown

Act now or the deal is lost!

You can take advantage of this customer behavior by pushing the visitor to make quick purchases. One way to incentivize quick thinking is by presenting an exit intent overlay that includes a countdown timer: “Purchase within the next 5 minutes and receive 20% off!” Suddenly, the customer needs to move fast to get a great deal. The adrenaline rush kicks in early as the visitor rushes to fill their cart and take advantage of the special offer, and you reap the rewards of increased sales.

Customers Want You to Care

One of the most common mistakes in e-commerce is to concentrate only on the immediate sale rather than a long-term customer relationship. Your company will take in more money by converting visitors into loyal customers: customers who make several purchases per year.

The way to turn customers into loyal brand ambassadors is by convincing them that you care about their individual patronage. This can be as simple as an exit intent pop-up welcoming them back to your site, or rewarding them with repeat business. “Thanks for coming back! Take 10% off your next purchase with us.” The customer knows that you’ve noticed their contribution to your company and appreciates the special attention. Track the behavior of repeat customers and watch how your efforts turn into rewards.

Getting Inside the Head of a Shopper

All-Star Ads: Free Shipping Exit Overlay

All-Star Ads is a series of posts examining successful exit intent advertisements and why they’re so effective.

 Everyone loves getting something for free. For as long as there has been commerce, businesses have offered free giveaways as a means of enticing customers to make a purchase. Online shopping is no different, with every company under the sun offering some free product or service in exchange for a minimum purchase.

One of the critical aspects of online shopping that separates it from shopping in brick-and-mortar stores is the need for shipping; the product you order from Amazon, Etsy, or eBay is likely not in the same town as you and needs to be boxed up and shipped.

With this need for shipping comes a necessary cost; however, this is a prime opportunity to give the customer something for “free.” Of course, your company must weigh the costs and benefits of offering free shipping and adjust prices accordingly. But the psychological effects of free shipping might be worth it; a recent study indicates that free shipping is the top marketing tactic of online retailers.

The key to an all-star exit intent ad offering free shipping is to withhold the special offer until the last minute. Exit intent ads are designed to connect with visitors who are leaving the site; offering free shipping from the beginning takes away the opportunity to make a second proposal to the customer. Instead, give the customer a special code to enter in an exit pop-up. This strategy works on three levels:

  1. The customer is convinced that they are saving money.
  2. The customer is convinced that they are receiving a unique, special offer.
  3. The customer is tempted to consider more items.

If your business currently offers free shipping to customers, consider employing A/B testing to evaluate the effectiveness of an exit overlay offering free shipping versus a site that presents the offer from the first interaction. Results have proven time and again that exit intent ads increase overall sales; now it’s your turn to try them out!

All-Star Ads: Free Shipping Exit Overlay