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Improving product information with A/B testing

Improving product information with A/B testing

We work on our website every day to improve the customer experience and increase sales opportunities. In order to discover how things can be done even better, tests are carried out on a regular basis. This is done by A/B testing. Below, you can read more about this and what tests are currently being done.

Conversion is often the focus of testing. Conversion is the percentage of customers who view an article and then order it. The higher this percentage, the better the sales! By means of A/B testing, we examine how we can increase the conversion rate.

What is an A/B test?

With an A/B test, an expectation is tested using 2 different versions. One half of the customers are shown version A, the other half are shown version B. The customer behaviour in both versions are compared to see which version provides the highest conversion. At the end of the A/B test, it is determined which version gave the best results and therefore whether the expectation was correct.

What A/B tests are there now?

Running test:

When: May 6th to June 3rd
What: We are testing the impact of showing Unique Selling Points (USPs) on the product page. Up to 5 product qualities are highlighted here using images and text.
Version A: Product pages as currently displayed online
Version B: Product pages on which the USPs are highlighted
Expectation: We anticipate an improvement in conversion if we include product USPs on the product page.