You will never understand if you like Japanese cuisine unless you taste it. Similar can be said in ecommerce – you will never understand what changes will return better results unless you test them.
Thanks to Google, this function is available via Website Optimize. And today, we would like to share some of the insights on how this tool can help improve your online business with minimum expense, time, and efforts.
But first, the proof
To make you believe this experiment is worth your time, I want to start with several Google Optimize best practices.
Last year, a well-known Spanish fashion retailer Mango tried to change their clickable star icon, which simply adds products to a wishlist, into a heart icon. As a result, the number of users adding items to the favourites increased by 19%. Then, they included an ‘Add’ button within their product list page to shorten the customer journey, and received 46% more users who had added items to their carts. Consequently, Mango won a 4.5% uplift in mobile conversion rate and a 3.9% rise in mobile revenue.
One more successful case Sigma Sport. Who noticed that only 2% of returning customers who came through the main page used the prominent carousel to
browse highlighted brands. They tried to show these brands on the homepage which users had interacted with during a previous visit and created different personalised banners for this. As a result, their endeavour drove a 28% rise in revenue and a 32% increase in ecommerce conversion rate.
Well, what is Google Optimize?
This Google tool allows you to perform experiments with your website interface elements without engaging UX/UI designers and developers.
There are two versions of this tool – Optimize (free) and Optimize 360 (paid). The last just provides more features like the ability to test more combinations and objectives, implementing services or Google Analytics Audience targeting. Anyway, we would recommend you to start with the free Optimize tool if you have never conducted an A/B test within Google on your ecommerce website.
There are three types of testing using Google Optimize:
- A/B/N Testing which allows you to compare two or more variants of one page with slight changes
- Multivariate Testing which allows you to test several combinations of element changes within one page and one experiment.
- Redirect Tests which allows you to test global changes; in this case, all experimental pages will have their new unique URL addresses (developers are needed here)
Today, we won’t review redirect tests. We will pay attention to the options which don’t require any IT specialists, just yourself.
The most convenient feature Google Optimize has is their visual editor which looks like website builder. After you create an experiment in the account, the tool identifies the sections on your page and provides you with an opportunity to directly edit their text content, font type, size, and weight, as well as images, navigation, form, and colour of buttons and so on. This is also available to check online how the page will be displayed on different devices. You can create a few variations on one page which will be shown for a specific group of visitors and track which option delivers better.
Google Optimization Features
Recently, Google presented their new Personalization feature within Optimizer. On the one hand, this is the next step after your A/B test, as this allows you to deploy the winning variant to everyone who meets the targeting conditions. On the other hand, this allows you to create an absolutely new set of changes which will be shown for a specific audience. Unlike experiments, a Personalization can run forever and do not have variants.
What tests to run?
Sometimes, even tiny changes as a CTA button colour can bring excellent results. We would like to offer you a few options on how you can use these depending on available rules.
Reminder note: There is no strict recipe for what to change exactly on your website to increase conversions or meet any other goals here. Options below are just ideas which can inspire you to find fresh solutions to your business.
- Time-limited offers for hesitant customers
Choosing the Behavior rule in Google Optimizer, you will be able to add a pop-up with a time-limited offer to those users, who have been viewing one of your category pages for more than a particular time to stir a user into action. To set the correct time you can track the average session of users who leave your site without transactions in the Google Analytics account.
- Ad-like Stickers
Choosing a Google Ads retargeting rule you will be able to show your tested page only for those users who have come to your website by clicking the ad. Herewith, Google allows to specify the audience, whether these are targeted users from your ad account, one ad campaign or group.
For instance, if you have a yellow ad banner with -30% discount for all black sneakers, you can try to change the colour of ‘Add to cart’ button into yellow or mark special products with sale stickers. This type of personalisation may be efficient for ads performed on social media networks, where users have an opportunity to look over your product photos, description, and price, and visit your site to purchase the item. In this case, it will be perfect to place the information about shipping conditions in the foreground to prevent leaving the product/category page.
Identifying the location, Google optimizer offers to create experiments for users from a specific country, region or city. Thus, you can choose some of the most common towns your clients live in and create exclusive banners or text content for each. For example, you can calculate an approximate delivery date and indicate it on your main page or on the product page.
- Benefits for unlogged users
First-party cookie targeting is one more rule you can use within Google Optimize for your experiments. Usually, this cookie targeting is used to check if a customer is logged in or not, but this can also be applied to retrieve the value of any first-party cookie you set in the user’s browser, for instance, relevant language or currency.
To benefit from this rule, you can create a unique offer for new users, for example, place a banner with bonuses for the first purchase over $30 after registration, and add a ‘Sign In’ button below. According to the VoucherCloud statistics, 57% of shoppers are motivated to use this opportunity, and 91% of these would visit your website again.
You can find numerous examples of successful A/B tests on the Internet. And some of them may surprise you. For instance, if we take two models and one is smiling but both are wearing your latest fashion item, this can affect your sales in different ways – the conversion rate can fluctuate from -3.38% up to +4.78%, even if the two models look similar or could even be the same person within your test.
It can cost you nothing when the income can increase considerably.
But if you have a lot of great ideas and do not have time to test these, be free to contact our team, who have vast experience in CRO – they will help you for sure.