Amp up your eCommerce site performance with standardized community-based conversion rate testing.
Best practices become old practices very quickly in the dynamic world of eCommerce. What works today, may not work tomorrow. And what works for one merchant, doesn’t necessarily work for another.
So, with the lack of definitive best practices, merchants are tasked with continuous testing and site optimization to ensure they’re always optimizing conversions for their unique buyers’ behaviour.
A/B and other static testing methodologies are no longer sufficient. In fact, they often lead merchants into a false sense of security. Merchants believe they’re doing everything they can to optimize their sites when, in reality, they’re just getting a point-in-time image of a constantly-shifting landscape.
The collective intelligence from community-based conversion rate testing provides far richer insights to help inform a merchant’s testing and optimization strategy. Merchants of any size can benefit from this quick, scalable approach.
Here are three reasons you should consider community-based conversion rate testing:
- Access to hundreds of standardized optimization experiment templates
- Insights from community-based conversion rate testing to inform optimization decisions
- Minimized risk from poorly performing experiments
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1. Access to hundreds of standardized optimization experiment templates
Unless you have the resources of Amazon or Walmart, it is very difficult to scale a continuous testing strategy using the advanced testing and optimization required to make in impact in eCommerce today.
By joining a community-based conversion rate testing program like the Mobile Optimization Initiative, you gain immediate access to tried-and-tested experiments. This makes it easy to adopt a continuous testing ethos and ingrain it in your overall eCommerce growth strategy.
While every merchant’s site will perform differently with each experiment, the community provides excellent insights and benchmarks for you to measure yourself against.
It’s amazing the difference small changes can have on buyer behavior along the buyer journey. Something as simple as removing a wishlist feature, collapsing a coupon field, or adding a security icon on the checkout button can have a huge impact on your conversion rate and Revenue per Visitor (RPV).
The community adds new tests all the time based on industry and community trends to help merchants implement continuous testing and keep up with constantly changing buyer behavior.
2. Insights from community-based conversion rate testing to inform optimization decisions
Not only can merchants gain access to powerful testing technology, proven strategies, and tried-and-tested experiments, they also get to share in the collective intelligence of an entire community of merchants and eCommerce experts.
This community is diverse and experienced. It provides support to new merchants through insights, guidance, and step-by-step experimentation rollouts. All of this helps merchants make sense of their data.
In a Total Economic Impact™ study of the Mobile Optimization Initiative (MOI), Forrester highlighted the lack of meaningful customer experience insights that many merchants face. One merchant interviewed as part of the research explained that, “Without [the MOI] we would be working off unactionable data that we were logging. We wouldn’t know which data we should be logging. We would just be looking at if this year’s numbers were better than last year’s numbers and did that have anything to do with something different that we did versus being proactive about it and figuring out which things we should be changing or which things we should be adjusting.”
The community can help merchants pull real meaning from their experiment data in a fast and scalable way so they can be more nimble when it comes to implementing changes on their sites.
3. Minimized risk of poorly performing experiments
With community-based conversion rate testing, merchants can gain from the insights of others. But as we’ve said, there are no best practices in eCommerce. Therefore, it’s important that merchants have full control of the experiments they run, and set thresholds based on the risk tolerance they are comfortable with.
What does this mean? With traditional A/B testing, you can impact conversions and sales negatively by continuing to run poor-performing tests until statistical significance is reached. Depending on traffic volume and significance of test results, this could end up taking a considerable amount of time.
We understand that this is a risk that many merchants aren’t willing to take, so the Mobile Optimization Initiative uses a smart testing platform that allows merchants to control risk tolerance. Effectively, you can set it to drop the bad experiments and amplify good ones through continuous monitoring. It applies artificial intelligence to the testing process to continuously detect and adapt to visitor preferences in real-time.
This process of continuous adaptive testing is called adaptive experience optimization. Its self-correcting feedback loop minimizes the risks associated with experimentation by overplaying good experiences while filtering out the bad ones. This ensures you maximize conversions for your business, even during experimentation.
Join the Mobile Optimization Initiative and start benefiting from community-based conversion rate testing
The Mobile Optimization Initiative is a community of merchants, systems integrators, and eCommerce experts with one goal in mind — to improve customer experiences and drive mobile conversions.
Through collaboration and standardized testing, merchants can conduct advanced testing more efficiently and gain from the learning of others. The Initiative is free to join (for qualifying merchants) and provides access to:
- Sponsored use of the community testing software for 60 days
- Sponsored support from experienced conversion optimization specialists
- Access to over 120 standardized optimization experiments
- Global insights into mobile ecommerce optimization trends
What are you waiting for? Start experiencing next-level testing and optimization today.