Jack Simpson says, “If you’re not constantly testing and tweaking pages on your ecommerce site you could be missing out on potential sales. 

But showing is always more powerful than telling, so I’m going to present you with some solid examples of A/B testing in action, along with the results.

Country clothing retailer A Hume first realised the benefits of testing back in 2012, when it redesigned its checkout login screen and billing details process.

According to James Abbott, the brand’s director of digital strategy and optimisation, the results were impressive.

“The test was quite a surprise,” Abbott says. “We knew from all the best practice guides that configuring a guest checkout should deliver an uplift to checkout completion and conversion levels, but we never expected a lift of over 32%“.

How A/B tests improved add-to-basket levels by almost 30%: Case study

‘Econsultancy’ Blog

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