9 Effective eCommerce A/B Testing Ideas For Your Business

Testing is the most fundamental way of experimenting with users. Be it your blog, affiliate website, or the eCommerce A/B testing.

In fact, it is one of the most effective ways to increase your Conversion Rate Optimization (CRO). But it only works if you as a marketer understand what to test and how the results could work in your favor. There isn’t a one size fits all testing idea, different tests can yield different results. And depending on what you’re trying to gauge and the result you’re aiming for, implementing the right a/b testing approach is vital.

What is A/B testing?

A/B testing is also termed ‘split testing’ in the online space. It is a method of experimenting with the two different versions of your web page, ads, email, or social media posts and then analyzing the results.

A/B testing is not a cakewalk; neither is it magic. Most people think A/B testing is a tweak of CTAs and colors. Unfortunately, it is much deeper than we think.

A/B Testing is not a one-day deal. It’s more like training regularly at the gym until you get the results.

How does eCommerce A/B Testing Works?

eCommerce A/B Testing Ideas for mobile

To start with the A/B testing, you need a goal, hypothesis, and a few testing tools which I have shared in the later section.

You can perform the A/B tests on your action button, emails, social media posts, paid ads, and checkout pages in eCommerce.

‘A’ is the current version of your web page and ‘B’ is the tweaked page where you will compare the results. Now, you can drive half of your traffic to page ‘A’ and the other half to page ‘B’. Finally, you can compare the performance of each page by analyzing the effective conversions.

  • Let’s say, you have created a shorter version of your email for your customers. However, you want to test it against the longer version.
  • You can use any email marketing software that tracks the CTR of your email.
  • Divide your email list into half and send the shorter version to the first list while the longer version to another list.
  • Finally, you can compare the two results after a week.

Don’t know what type of a/b test to run for your e-commerce store? here are some ideas you can start with!

eCommerce A/B testing ideas for your business

Your eCommerce website has various elements for split testing. Hence, you can make changes to the Homepage, sitewide changes, CTAs, Category pages, Products and Images, and changes to the checkout cart.

1.    Categories personalization for homepage

Your Homepage decides the bounce rate as well as the conversions on your website. Imagine your homepage being uncluttered; with a lot of categories and products.

While this might be good for first-time customers, but not for the customers with the intention of buying. The best way is to personalize the categories based on the user’s behavior and history.

Well, this is what sites with wide categories like Amazon and eBay do. After the first visit by their customers, they show up the personalized homepage categories based on the users’ history.

And, if you talk about category personalization, Netflix knows how to nail it.

2.    Search-based testing

Once you have personalized the categories, the next thing is to sort out the search recommendations. Creating a split-test for search recommendations can increase your revenue by up to 20%.

If you have a multi-niche website, I would suggest you skip this step. However, if you have a single niche store, you can test the variations.

A lot of eCommerce stores recommend the best-selling products when a user searches for that product. That’s a clever way to get the sales done.

You can also create a split test based on the search recommendations in the form of categories, sub-categories, blogs, or related products in the form of a list.

3.    Checkout page

Upsells & Cross-sells, newsletter sign-ups, and social sharing are effective triggers for the checkout page. Now, it depends on you to choose the variation you want and engage more users.

You can capture email, build lists, create more sales and offers and provide as many tweaks as possible on the checkout page. But remember, it should meet your objective.

The first version is the use of Offers on the checkout page. When the customers have reached the checkout page, they are halfway done. In my recommendation, you can perform the following split tests:

  • Create Discount Offers to capture the customers’ emails and build the list. You can also create a membership or subscription form as a co-benefit.
  •  To create more upsells, you can recommend the products on the checkout page.

Also, do not ignore the checkout process. No one likes the multi-page complicated checkout processes. Hence, perform a test between the single-page and multi-page checkout process to decide on your checkout page.

4.    Products images & description

Product images can be intimidating and it affects your conversions. A/B testing your images is an effective way to increase ROI.

You can make variations to product images and descriptions to find the best version of your test. I would recommend using A/B testing tools such as Shopify Products A/B Test.

This tool lets you make changes to the product description, image as well as to pricing. Make your changes manually or automatically and finally compare the sales between the two versions.

Types of product a/b testing:

You can try the full product page with loads of information and a lean product page that would display some information with the optimal image.

Furthermore, you can split test the descriptions or specifications in the list or in the form of an image. Try experimenting with the images in action as well as in the plain background. Let’s see which image will attract more customers.

Lastly, you can strike off the product price to display the price reductions. It is undoubtedly magnetic marketing for your customers.

5.    Recommended & related product pages

Your goal is to make more sales from a single customer. And, how’s that even possible?

The answer is, Upsells or Cross-Sells.

Most of the eCommerce platforms give features such as upsells and cross-sells that can help in increasing the ROI. Now, it’s up to you to choose the version that you want to test with your audience.

Usually, there are three versions to add the recommended products. The first version has no upsells, the second one has the recommended product below the main product and the third version recommends the product at the checkout page.

It would be fair enough to rule out the first version since you want to make use of the upsells. The second version might distract the buyer but you can add the product of the same type to create choices.

You can make use of the third version as an upsell. Let’s say, a buyer has added the shirt in the checkout cart, you can suggest ‘Tie’ to create upsell.  

6.    Email testing ideas

As someone said, “Money is on the list”, email is yet the most effective way to create sales and drive revenue. A lot of businesses hire professional email copywriters for this purpose.

Creating email content is not easy but it is even too far from being difficult. It needs a little brainstorming and some inspiration from the competitors. I would recommend some email marketing tools that offer split tests.

Most email marketers focus on subject lines to increase open rates and collect more leads. Try experimenting with the subject line of your email. You can use different colors, texts, variants of the subject line, or include images while doing a split test for your email.

Furthermore, you can test out different content of your email; shorter vs longer content of the email. At the footer, you can test out between a button and hyperlink text to check out the better conversion.

7.    Ad campaigns testing ideas

It would be foolish to invest in your PPC ad campaigns without proper keyword research and competitor analysis. Ad Campaigns are less pocket-friendly and one of the key factors in the online market.

Hence, it is better to perform the split tests before investing wholly in a single ad campaign. The best tool for testing out Ad A/B testing is Google Adwords. You can test one or more of the following elements of your ad campaigns:

  • The header
  • Body
  • The link
  • Target Keywords for your ad

Once you have launched your ad campaign, wait for about 100 conversions to test out the effectiveness. There are two primary goals for analyzing your test; to track the click-throughs and then collect the lead from those click-throughs.

After all, the higher the Click-throughs are, the higher will be your ROI.

According to the statistics, 3.5 billion people actively use social media worldwide. Considering the large number, it is crucial to design your social media campaign effectively.

8.    Social media testing

Social media testing in eCommerce can be a driving force for your CRO. You can create split tests by varying different elements of your social media posts.

  • Test out the post text: Create split tests with different post styles, use of emojis, post length, and the content.
  • Hashtags: Experiment with the hashtags. You can make use of different hashtags in the same type of product promotion to check out which works better.
  • Media: Use photos vs video split testing to check the better performing campaign.

Instagram and Facebook have become the top choice of consumers in 2020 for shopping online. If you plan to run a paid social media ad on Facebook, use Facebook Ads-manager to test the A/B functionality.

9.    Mobile navigation

70% of the customers prefer mobile shopping rather than on the desktop. Your goal should be to decrease the bounce rate and increase ROI. Creating a user-friendly mobile site would turn the tables for your business.

Perform the split test with the navigation menus. Try to remove the necessary elements of your mobile app/website. Do not overcrowd the homepage with products, or categories.

You can perform the split tests by using images/videos on your homepage.

Lastly, vary the size of your CTA buttons and experiment with the text buttons. Your mobile design should go well with your CTAs and navigational elements.

Best eCommerce A/B testing tools

To optimize your eCommerce website and create the split testing, you might need a few good tools for creating the split tests.

Few of them are category-specific while most of the split testing tools can serve multi-purpose.

E-Commerce builders such as Shopify or BigCommerce have A/B testing tools of their own. Tools like the Shopify product A/B test would be perfect for creating the A/B tests in Shopify.

For creating the email split testing, email marketing tools such as OptinMonster, Campaign Monitor, and MailChimp are the most preferred.

Landing page A/B testing or optimization can be done using tools like Howuku, Neat A/B, and Omniconvert.

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Hootsuite and Buffer are the best tools for social media testing. Other useful tools for split testing include Optimizely, VWO, and Google Optimize.


Do not rush with your testing and make sure you set up a goal beforehand. By testing out each element of your e-commerce store, you are making your sales funnel process a breeze. However, split-testing is not the only driving factor of an effective sales funnel. And, neither is the end to your CRO process. When done correctly, split testings leave a huge impact on your KPIs.

Note: Ready to apply all these tips to maximize your e-commerce store conversion rates? Sign up and try Howuku free for 14 days to get access to eCommerce A/B Testing and Heatmap tracking software that’s built to help you optimize your site and sell more!

What Is CRO: An Overview Of Conversion Rate Optimization

If you had to analyze your website or an eCommerce business, what parameter would you count as a success? 

Imagine your retail store where customers visit regularly but the conversion rate is a low one. Now, that must be frustrating and you need a solid tactic to increase customer acquisition.

That’s how the online business works! 

Even if you are a month old in the field of internet marketing, CRO would be a cliche for you now.  

But what does CRO or Conversion Rate Optimization mean? 

According to Wikipedia, CRO or Conversion Rate Optimization is a system for increasing the percentage of visitors to a website that converts into customers, or more generally, takes any desired action on a webpage. 

I guess this is the clearest definition of CRO. However, there is more to CRO than the simple definition. 

In this article, we have tried to answer questions on Conversion rate optimization and the benefits and working of CRO in digital marketing.

What Is Conversion Rate Optimization (CRO)?

According to Howuku, Conversion Rate Optimization or CRO is a process of improving the various elements of your website or landing page that may increase the ratio of sales to the number of visitors on your website. 

CRO in digital marketing may help businesses boost sales by improving the website’s elements and effectiveness with the amount of traffic you are receiving. 

In other words, it is the process of converting the visitors into leads and leads into customers. 

Now, the definition of CRO might sound like it is a technical term but it can be understood in two ways: Firstly, you must know what your buyers like, and secondly, let your buyers do what they really want to. 

Now, conversion does not necessarily mean selling your products. It is focused on what you want to achieve. It might focus on subscribing to the email list, giving feedback, or whatever you want your customers to do. 

How Do You Calculate Conversion Rate? 

Conversion rate optimization (CRO) can be calculated by using the formulas that you studied in your primary schools. 

By formula, CRO % = ( Goal Achieved / Total Visitors ) * 100

For example, CRO can be defined and calculated by considering your online store that has 100,000 visitors. Let’s say, 2,000 visitors were actually converted into leads. 

Then, the CRO is just 2%. 

What if you want this rate to shoot up by 4% or by 10%? The right approach is to focus on your existing customer rather than acquiring new ones.

This can be achieved by optimizing the elements of your website and landing page. And, do not forget A/B testing.  

As I mentioned earlier, Conversion doesn’t mean only sales. It is what you want your customers to do. You may calculate your conversion rates either by using the macro-goals or by setting up the micro-goals. 

The macro goals or primary goals may include: 

  • Completing a purchase
  • Demo request
  • Filling out the form
  • Asking visitors to subscribe to the email list
  • Clicking an Ad

Micro goals are the small steps to complete the goal. This may include objectives such as social media sharing, adding products to the list, downloading resources and materials, and other objectives. 

But, what’s the hype about Conversion Rate Optimization? Why does it even matter? 

Why Is Conversion Rate Optimization (CRO) Important For Business? 

I didn’t believe in Conversion Rate Optimization much until I read this amazing case study on CRO. 

CRO is one of the cornerstones for increasing your website traffic. In fact, CRO, when combined with SEO, can help you boost sales; preferably for eCommerce. 

CRO is of utter importance in recognizing your customer’s behavior. We have listed a few benefits of CRO in digital marketing:

Improving Business ROI:

Now, that is every marketer’s dream. Improving the ROI of your business takes a lot of effort. You would need an impeccable strategy to draw your visitors to your website and then convert them into sales. 

CRO takes into consideration various elements of your website and if you know the hack, take your trophy home. 

Less Expenditure On PPC 

Google Ads are expensive to run and you need to convert by hook or crook if it’s a client. An ideal revenue-to-ad ratio is 5:1. And, CRO is indeed one of the reasons to increase this ratio. 

CRO can effectively move your bid range into the sweet spot by dropping your acquisition cost at the same time. So, it’s a two-way deal for you. 

Improved Experience for your visitors

One of the most important benefits in the long term is that your visitors will have a memorable experience. If you optimize your website elements correctly and be able to identify your customer’s needs, it can work as a gold mine for you. 

It costs nothing

The best part about CRO is that it doesn’t cost you anything. No need to hire a professional if you can do it yourself. Moreover, if you are working on optimizing your organic traffic, you wouldn’t need to rely much on paid advertisements. 

Gives You Higher Profits 

If you are willing to raise the profits of your website, you need to make tweaks to increase the customer presence. CRO can help improve email rates, website clicks, and various factors. 

Adds Value To Your Site

It costs nothing but adds more in return. CRO can add more value to your site and bring more customers. 

Even if you are making a small tweak to make your CTA catchy, it can boost your sales immensely. 

But, the real deal is acquiring the customers and creating a powerful CRO campaign. I have further given a detailed insight into CRO strategies and the working of CRO. 

How To Improve CRO For Your Business?

The most important thing is to design a CRO campaign for your business if you are looking to create the strategies. 

That said, I have shared some strategies below to improve the CRO of your business. It would become less challenging if we divide our CRO campaigns into phases. 

1. A/B Testing

A/B Testing or Split testing is one of the most significant factors in online businesses. And, it is vital for your Conversion rates. 

It’s like dividing your traffic into two parts and seeing which one converts better. You can make changes to the various sections of the website and compare them. 

Let’s say, you have an eCommerce business and you want to test out your audience. 

Now, using various conversion optimizers, you can make changes to every element of your website. 

For an eCommerce website, you can make changes to the Homepage, sitewide changes, CTAs, Category pages, Products and Images, and changes to the checkout cart.

By running an effective A/B test, you can increase your revenue and conversions by 3%. But, the A/B test is not only the end to your CRO campaign. I have shared some of the best A/B testing tips and tools for eCommerce in one of my articles. 

2. Mobile-Friendly Optimization

70% of your customers buy things or convert using mobile devices. If you are looking to optimize your conversion rates, it is really important to design a mobile-friendly site. 

Most of the businesses lack an excellent mobile interface and hence they can’t convert better. Make use of the AMP tools to improve the performance of your mobile website.

Optimize your CTAs and themes to make your site more natural and mobile-friendly. Finally, use compressed images so that your website doesn’t slow down.

And, keep track of the page speed from time to time. 

3. Rule of Three

The Rule of three works everywhere. In fact, people embrace the rule of three. 

Be it storytelling, music, entertainment, or creating engaging content for your business, it works almost everywhere. 

You can use the rule of three to create a compelling design and content for your website. Just as you follow the rule of three in optimizing your web pages, embrace this rule in lead generation as well. 

Divide your customers into three parts: 

  • Practical:  You can use logic and impress these types of customers by using the right approach. Send an impressive cold email, use CTAs with a success rate of 85%, use pop-ups only when required. 
  • Actionable: The best way to convert such types of customers is by using the adrenaline rush. Use a sense of urgency to create sales. Phrases such as ‘Time is running out’, ‘Limited Stocks Available’ can bring sales. 
  • Social: For this type of buyer, you would need testimonials and social proof. Show them what customers think about you and ask them to take action afterward. 

4. Keep Your Design Simple

One of the reasons that most people bounce back even before checking out the products is the lack of a simple design. Your complex website design may ruin the whole sales funnel for you. 

Take inspiration from the competitors and keep your design as simple as you can. Use light colors, simple fonts to keep your UI more customer-friendly. 

Focus more on enhancing your UX. Remember that, your visitors are too impatient and they need only fewer clicks and simple navigation to reach the product page. Keep your page sections personalized, and use website heatmap tools such as Hotjar to analyze the user’s behavior. 

Pro tip: If you have a multi-niche website, personalise your homepage as according to the customers’ browser history and behaviour. You will notice a significant surge in customer retention. 

5. Understand Your Customer

According to a survey, 10 seconds are just enough to create a brand impression. Hence, you should know the intent of your brand before you start designing.

Before creating a CRO campaign for your business, understand the customer’s intent, and set up a target or a goal. Know about your customer’s likes and dislikes. 

The best way to know about the customer’s behavior is by creating a survey that matches your goals. Now, this serves as a two-way purpose. One, you would be able to understand your customer’s needs and secondly, you can capture the email address to create an email list. 

Who Is Conversion Rate Optimization Useful For?

 I would say, CRO is for everyone. Every business has a demand and they set up goals for conversion. Conversion Rate Optimizations are most useful for: 

  • For SaaS companies:  SaaS companies and B2B use CRO to know about the customer’s intent, capture their interest, and convert the customers into sales. 
  • ECommerce Businesses: Poor designs lead to abandoned carts and less revenue. CRO is one of the most important factors in creating a strategy for your eCommerce business. Right from the homepage to the checkout page, you need to optimize every section of the website to create a memorable customer experience. 
  • Agencies: Agencies employ CRO campaigns to boost their ROI and acquire new customers. Be it the digital marketing, web agency, or travel agency, CROs can be a game-changer for each one of them. 

 Best Conversion Rate Optimization Tools 

Besides the simple tweaks, you would need some great tools to keep track of your CRO campaigns. Also, these tools can be of great use in understanding the customer’s demands. 

I have shared the best CRO tools for your business here.  

Easy-to-use customer engagement and product analytics
  • Optimizely: This tool helps companies to improve and personalize the sections of the website, mobile apps to make it more user-friendly.
  • Unbounce: Create quick and robust landing pages, add pop-ups and sections, and perform A/B tests to improve your conversions.
  • VWO: It is a great optimization tool that works on your entire journey; from insights to engagement and sales. 
  • CrazyEgg: Crazyegg gives you a suite of heatmaps and click-behavior to check out the layout of your pages. It is a great tool to change the layout of your page and track your customer’s behavior. 
  • Howuku: Howuku is a full-package suite that is intuitive and easy to use and helps you increase your business revenue with A/B testing, heatmap, and automated customer engagement.


You must have realized now how important CRO is to your business. If you know your customer’s demands, and their behavior, it’s going to be vital for your CRO strategy. 

There are a lot of other CRO tools for increasing the conversions of your business. If you are able to get more leads with the same number of customers, it will improve your revenue. 

CRO doesn’t only boost your site’s performance but also makes you stand out from your competitors and create a brand identity. 

Increase conversions with Howuku, the all-in-one platform to truly understand your visitors.

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7 CRO Tips To Double Your Online Revenue

Did you know that your e-commerce website is competing against 47 billion sites across the world? The average conversion rate ranges from 2-to-3%. From these figures, it is clear that successful digital marketing is not for the faint-hearted. You need to stand out to be able to compete and win a substantial fraction of your market with CRO.

If your site uses conversion rate optimization (CRO) techniques that do not convert high-value clients, you may close sooner. The good news is that there are smart CRO techniques that you can use to increase your leads and the rate at which you convert your website visitors and users to loyal and paying customers. Read on for the 7 CRO techniques that you can use to stand out and double your conversion rates in no time.

Here are 7 CRO tips on how you can double your conversion rates

1. Improve Website Speed

Since there is a direct relationship between site speed and search engine rankings, you cannot afford to ignore this critical element that influences the overall user experience.  Credible data shows that e-commerce sites that take more than two seconds to load can lose more than half of their potential customers. I hope you can see that it is a big loss.

 But even a delay of one second can lead to a reduction in your conversions by 7%.  One thing stands out clear. In the digital age of instant gratification, waiting for a website to download is one of the most frustrating things for many people.

But as a customer-focused business, you can mitigate the loss. Test your speed. To do this, you can use Google PageSpeed or any other reliable free or premium tool. These tools will help you know where you are and help you head to the right destination. If the speed is below the standard, do the following:

  • Choose a high-performing hosting plan
  • Use SEO optimized images
  • Avoid unnecessary plugins

2. Have a Responsive Website 

The number of people who are using mobile devices, such as mobile phones and tablets, to make online purchases is steadily increasing. Statics indicate that in 2020, mobile e-commerce accounts for 50% of the global market.

 Be sure you target smartphone users as they account for approximately 70% of mobile users willing to give you business. Without a doubt, if your site is not responsive, you will lose more than half of your potential clients to your aggressive competitors.

3. Improve Your Content

E-commerce face three core challenges that only compelling copy can solve. Lack of relevant information, no force to drive sales, and the inability to enhance engagement give many digital marketers sleepless nights. Producing quality content is one of the top CRO techniques to solve this. By providing quality, plagiarism-free content, you can keep your visitors informed, drive them to take action, and build long-lasting business relationships.

Since you are interested in interacting with your audience, ensure your content does the following:

Captures attention 

Create compelling headlines to achieve this. If you want to make readers seek to read the content, use curiosity headlines. For example, “They were sad throughout, but when the leaders arrived…”

Use shock factors by stating interesting facts, but many people do not know. 

Or personalize by calling out the personal details, industry sector, and the likes.

Enhances Interest

 Show your audience that you understand their challenges and have a unique way to solve them. You can achieve this by using a few sentences. The bottom line is that what you present should evoke your targeted audience’s emotions.  

Creates Desire

 Other than arousing your visitors’ interest, create a desire in them to buy your products. How can you do this? 

Present the features and benefits of your products and make your audience see what they lose by failing to make an order. You can talk about how the software is designed to take away their pain at work or difficulties in marketing their products online.

Drives Action:

Create content that gets your lead to take the desired action. Put calls-to-action at strategic locations on your content. Also, make the process of making a purchase simple.

4. Use Heatmap and Visitors Recording

As a marketer, you need to bear in mind that the Internet is a visual place and choose CRO techniques to help you overcome any related challenge. Include visual elements to attract and win your audience. But note that many e-commerce sites with graphic elements and useful information still fail to convert due to reasons beyond the imagination of the entrepreneurs.  

You need heatmaps to track, quantify, and display the movements of the mouse and the clicks. The graphical representation of these pieces of information is what we call heatmaps. The data helps improve the overall user experience.

Visitor recording can also help you to achieve almost the same results. You capture the image of your customers as they use your site. This way, you can discover directly see the visitor’s journey and discover many game-changing issues with the site.

Here are the most vital details that heatmap and visitor recordings provide that you need to improve your conversion rates:

  • Indicate website elements that are static but appear clickable
  • Provide how online visitors engage with the calls-to-action on your website
  • Shows you the areas that your visitors interact with
  • Shows the page elements that prevent your leads from following the desired path of conversion
  • Can gather other vital pieces of marketing information from visitors

You can use the above data to increase your conversion rate in the following ways:

  • Reduce cart abandonments
  • Optimize calls to action
  • Identify dead elements

5. Conduct A/B Testing

In CRO, you cannot succeed if you lack an efficient performance testing tool. In real estate, everything depends on your location, but it is all about testing in conversation optimization. Heatmap and visitors recording are some of the key CRO techniques that play an important role here. But you need a more effective tool to double your conversion rates fast.

If you want to mitigate risks when making decisions, you need to start doing A/B testing. We have seen the essence of creating attractive and useful headlines. If you create two headlines for your marketing campaigns and cannot tell which of them is the most suitable for your needs, turn to A/B split test to solve the dilemma.  

The process is simple. You come up with two alternative website pages and use the two different headlines. The A/B testing software works by directing half of the incoming traffic to each of the pages. The most effective headline will convert more than the other. At the end of a specific period, you count the number of people who took the desired action. After this process, you can choose the best headline.

Remember that:

You should test the right things. The most way out is to focus on areas that have a substantial impact on your revenue. Some of these can be:

  • The most profitable lead generation pages
  • Strategic landing pages
  • The most visited web pages
  • Google Analytics

When it comes to marketing, there is nothing like the perfect choice. Customer preferences can change at any time, and as a savvy marketer, you should act accordingly. As such, the best strategy should be to have multiple A/B split tests running at any given time.  

6. Provide Social Proof

Are people buying your products? You can increase your conversion rate by letting your audience know about this. People tend to value products that others enjoy using.

The majority of people who make purchases online read product reviews to help them choose the right items.  According to research, 92% of them rely on online reviews.

When your customers leave positive reviews, ensure everyone reads them. Also, include social share buttons on your sites to allow the users to like and share important information about your business. But be careful, if you have too few likes and shares, you should avoid including a count that indicates the low performance. Focus only on what makes your audience have confidence in your brand.

7. Use Several Payment Options

If you only accept credit card payments, you will experience an exceptionally low conversion rate. Some business thinks they are the best payment solutions and try hard to convince their customers to believe the same. The truth is that many people are unwilling to share sensitive information, such as credit card numbers, online. So, you need to give them an option.

You can think about Paypal, which many customers claim suits them. You may also consider adding Amazon payment and a cryptocurrency alternative.

Whatever payment options you think will address all your payment needs best, you should ensure your site is flexible enough to accommodate your customers’ varied interests from all walks of life.


CRO comes in a variety of sizes and shapes, so, you need to take a strategic approach and properly optimize your website. We have seen the important CRO techniques that you need to double your conversion rates. But they are by no means the only strategies that can increase the rates. Use them along with any other that suits your unique needs,  and you will register a significant increase in the conversion rate after a short while.

Note: Ready to tweak your website to maximize the conversion rates? Sign up and try Howuku free for 14 days to get access to A/B testing and heatmap tracking software that’s built to help you optimize your site and boost conversion rates.

A/B Testing as a beginner

In this post, I would share about my experience with and without A/B testing on Howuku landing page and how adopting A/B testing has improved my landing page conversion rates by 60%.

We can all agree that the landing page of a SaaS is one of the most important aspects if not more important than the application itself.

A landing page is essentially the storefront of your SaaS and if you did it correctly, it would pay off dividends by acting as a self-promoting machine to your audience.

Therefore, it is really important to keep your landing page content appealing to your audience and selling them the idea to your SaaS.

If you’ve been running a heatmap report for your landing page you would know that most visitors do not scroll past the headline of a website. That means it is really crucial to pick your words carefully in order to give your audience a reason to scroll down to find out more. Otherwise, it might have just become your last words to visitors. (Spoiler alert: this is really bad for conversion)

I believe everyone who runs a website has been through the phase of constant refining website copies hoping to find the one best resonate with your audience pain point and giving them a reason to stay a little bit longer to eventually convert into a paying customer.

So without using a proper A/B testing tool, you will need to do everything manually. From updating the experiment from time to time to keeping track of the conversion rates while recording the result somewhere else (probably in an Excel sheet), and analyzing the collected results.

But what is this A/B test?

At its core, A/B test is an experiment that involves two or more of a given test subject with each presented to a distributed portion of your total audience.

• Control: This is the original copy of your landing page.

• Variation: Since you cannot assume that the control version is optimal, you need to create new versions that contain a distinct variation to find out if these variations could outperform the original.

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A/B testing would determine which of your test variation are performing the best depending on each of their conversion rates.

Ideally, you should run test on one simple component at a time (e.g. headline, main CTA button, one marketing copy), as this would eliminate the problem of too many factors and unable to identify the effectiveness of each tested variation.

Manual A/B testing

Before I was introduced to A/B testing, I would go around gathering inspirations for marketing content and copies and start testing them out on my website and see if they actually worked.

By testing I mean, I would keep tracks of each tested variation conversion rate with an excel file. These tests were usually a simple change on the headline of my landing page.

The process usually goes like this…

  • Control: Starting with my original headline after been running for a month or so was seeing a modest conversion rate at 5%. To further optimize my conversion rate, I shall create a new challenger Variant 1.
  • Variant 1: Spin up the headline with a value-oriented statement and running it for 2 weeks I am getting a conversion rate of 12% which is pretty good compared with the original copy. Ideally, we would retire the underperformed and keep trying to refine our test to achieve higher conversion rates. Now we are going to add a new challenger Variant 2.
  • Variant 2: quickly comes up with a new headline to test and let it run for another 2 weeks duration. Was it perform any better? NO, it was actually performed the worst out of all 3 with a merely 3% conversion rate!

My initial thought was that It is not a big deal as we can always go back to the best performing copy, right?

Plot twist: My website conversion rate did NOT perform any better as I resort back to Variant 1!

I quickly came to the realization that it was more than just a headline change that was happening at the given time frame, there were also other variables I did not account for such as quality of traffic, the sample size of conversion, and other unexpected events.

Problem with manual testing

During a different period of my tests, I might have been experimenting on other growth methods like:

  • Experimenting on Google Ads campaign by changing my targeted audience or Ads copies
  • Startup community promotion such as Indiehacker, Betalist or Product Hunt.
  • Receiving some traction from some SaaS groups, Reddit, or etc.
  • Other alternative growth methods such as experimenting on Bing’s free Ads credit

I realize those tests were each running on a different time period hence the final conversion rate has varied accordingly to unexpected events at that particular time.

The hypothesis is that tests should run in parallel to see accurate results coming from the very same targeted group of audiences and this way we can eliminate all the variables of different events, source, and quality of visitors.

The pain point of A/B testing tool

I was planning to build one for myself because being a cheapskate myself like to believe that, “I am a developer, why not build one myself, how hard would it be”. Also, it would be a great compliment to my current stacks in Howuku to offer a complete CRO solution.

So I talked to a few CRO experts and see if they have any pain point and the problem with the existing market A/B testing tool that I can provide value.

I’ve come to learn the price of A/B testing tools is relatively costly. One CRO manager has told me that: “Cost is a limiting factor. I use Optimizely but I’ve heard it’s quite expensive”.

I look around the internet and find Optimizely to be the golden standard of enterprise-grade A/B testing tools.

My curiosity has brought me to Optimizely website trying to find out how costly it could be, but apparently they were not very transparent about their prices. So, I dug deeper and went on to see other people’s reviews on it, and to my horror, I found it would cost a whopping $50,000 per year as the minimum entry price!

“Wait a minute, I can do that!”, thinking to myself.

So I spent a month working on it and come out with a working MVP to carry out my hypothesis on Howuku landing page.

Running an A/B Testing

I’ve set up my first test to find out how effective it would be to just change one line headline to my conversion rate (sign up). I am running an A/B/C test and the following is my setup:

  1. Control: A better way to understand user behaviors and better UX
  2. Variant 1: Create a high performing user experience for website
  3. Variant 2: The easiest way to understand your website visitors

All incoming visitors to my landing page have a 33% of pseudo-randomized chance to see each of the headlines stated above.

After a month of experimenting with A/B testing Variant 1 is winning the competition very convincingly and it is really amazing to see such a result.

the actual result of my landing page captured from Howuku platform

If I were to make some assumptions of why the result would turn out this way, it would be Variant 1 is more of a value-oriented statement. Visitors were able to see the end goal or benefit of using my service which is to create a website with a really good user experience that can convert more users into customers.

On the flip side, the value proposition is not clear with Variant 2 and it does not explain why should care? Why should they understand their website visitors and what are the benefits to it?

While Control is somewhere in between of the two, but the statement itself feels very long and not as straightforward as Variant 1, hence it is getting a mixed result which is not bad but it is not optimal result in this case.


The A/B testing result has been a great success for my landing page so far. It is almost magical for me to see how the result plays out and performed in a statistic significant fashion.

Anyway, I shall let the experiment run for perhaps another month to see if I can get anything new from it.

I would definitely suggest anyone who have a landing page to try out A/B testing and see if you can manage to make some improvement out of your current conversion rates.

Try add a new variant of your website and experiment to see if a slight variation will perform even better.

At Howuku, we have recently launched a free A/B testing tool that comes with a visual editor to help you quickly spin up a new variation of your website.

Howuku Analytics is a business analytics platform that track user interaction via on-site feedback, heatmap, recordings, and landing page A/B testing.

Register a new account with 14 days free trial on any of our plans today!

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