When online shoppers land on your product page, they decide within seconds whether to browse or close the tab. How can you make sure they don’t slip away? Aside from having a quality product, you need to focus on e-commerce optimization.
E-commerce optimization is the process by which you critically examine all aspects of your website’s product listings, then experiment with changes that could boost sales and affect other key performance indicators (KPIs). To keep track of how these changes affect your e-commerce site, you’ll want to conduct A/B testing. Also known as split testing, this process enables you to compare two versions of a website to track which one performs best.
3 trends in e-commerce optimization
There are currently three major methods for conducting A/B testing online.
- If you sell with Amazon, you can test Amazon listings live using software like Splitly, Cashcowpro, or Listing Dojo. You’ll be experimenting on customers who are looking at your product on Amazon, although they won’t know they’re being tested.
- Secondly, you can conduct live A/B tests on your own e-commerce site rather than a marketplace like Amazon using software like Instapage or Optimizely.
- However, doing live split testing can negatively impact sales. It also takes days or weeks to see results. That’s why you might want to opt for the third method: A/B testing in a sandbox environment with PickFu.
Unlike traditional split-testing, PickFu operates outside of Amazon or your e-commerce store and enables you to create a poll to test your ideas before you go live. You can choose an audience that matches your target demographic and ask for their feedback on product photos, names, descriptions, and more. Each respondent not only chooses their favorite, but they also provide a short comment explaining their decision. Results come back in mere minutes.
The individual pieces that make up e-commerce optimization
Next, we’ll break down the many optimizable elements of your website and best practices for making each one the best it can be.
Product title optimization
- Your product has two audiences: search engines and humans. They both gravitate toward different things. Search engines want keywords and straightforward descriptors of what a product is. People like product names that are memorable, catchy, and easy to pronounce. You want to pick a name that caters to both audiences.
- For search engine targeting, many keyword tools can help you gain insight into a keyword’s search volume, competition, and related terms. Try Google Keyword Planner, Amazon Keyword Tool, Ahrefs, and SEMRush.
- For humans, keep in mind these general tips when naming your product. Aim for a short name for two reasons: first, marketplaces like Amazon have a character limit, and second, shorter names are easier to remember, type, and speak. You also want your name to convey a positive message: something about what the product is and how it will make you feel.
Product image optimization
- We’ve all heard the phrase “A picture is worth a thousand words.” Your product image is absolutely crucial for customers deciding whether or not to buy. Since online shoppers can’t examine a product in real life, your images are the next best thing. They need to convey basic details like color and size while making your product appear attractive. It’s imperative that your photos look professional. Experiment with elements like layout and lifestyle vs. pure product photos, then split test your options on a targeted audience.
Product description optimization
- When writing your product description, make sure to include keywords for the search engines. As for your human audience, grab their attention with well-written copy that tells that story of your product, dives into the details, and answers frequently asked questions. Organize your copy with headings, subheadings, and bullet points to make it easily readable.
You can test each of these e-commerce optimization elements (title, image, or description) with a PickFu poll.
CTA (call-to-action) optimization
- As an e-commerce seller, your “Add to Cart” button is a crucial CTA. Make sure it’s immediately visible and keep the surrounding area uncluttered. Experiment with color, location on the page, and wording.
Pricing information optimization
- Once you’ve set your price, you want your copy to justify it by conveying the product’s value. If your product is $40 but your copy doesn’t make it seem worth $40, then no one is going to buy it. When it comes to layout, make sure your price is easily findable on the page. If there are pricing variations, make sure they’re simple to understand.
CTA and pricing optimization each require live split tests.
E-commerce optimization vs. conversion rate optimization
Conversion rate optimization is the process of increasing the percentage of people that take a desired action (such as buying your product) while visiting your website. Conversion rate optimization is part of the larger umbrella of e-commerce optimization. The best way to optimize conversion rates is to experiment with different product photos, CTAs, and more and perform split testing to analyze the results. Did Option A get more people to buy your product than Option B?
Ready to start A/B testing your ideas?
Now that you know all the pieces that make up e-commerce optimization, you’re in great shape. Next, you’ll want to devote some time to experiment with different elements like your product name and photos and split test along the way.
If you don’t want to risk interfering with your sales while you’re in the e-commerce optimization phase, PickFu is an excellent choice for A/B testing. You can create a poll and test your options out on real consumers before you go live. Get started by building your poll here.