Be That Voice in Your Customers’ Heads

How to Brace Yourself for the Voice SEO Revolution

Voice AI assistants are rapidly colonizing consumers’ homes. Amazon’s Alexa voice assistant has infiltrated its way into over 60,000 different gadgets, from your smart speakers to your car. Over forty percent of adults say they use voice search every single day, a prime opportunity for you to market your brand.

Marketing to all these people with all these AI voice options might seem a little tricky. The search results on your Alexa sound a little different from what you might find on regular ol’ Google. But, optimizing your marketing plan for voice search can be critical to your SEO (search engine optimization) success.

Be the answer to every question

Voice search smart assistants Siri, Alexa, and Cortana are making us rethink how we should manage our SEO strategy.

Consider a consumer who asks, “Alexa, is rice gluten-free?” Now, imagine you are a company that has recently developed a gluten-free rice product. You can already see the intent to buy, so all you have to do is put yourself on the other end of that question.

The same question in a text search would probably come up with a list of gluten-free rice brands and brand comparisons. You already know how to set your SEO for text. But the customer asking that question using voice search probably expects a response merely telling them yes or no and suggesting one brand and one price.

The SEO strategy to become that one company listed comes down to how well your content answers direct questions. Voice SEO categorizes by most popular, through continuous testing of conversion rates. Think of it as a constant race to win that one buyer.

Another aspect of voice SEO you may not have taken into account is tone. The tone of voice search is more natural and conversational. This means that your business, your website, and your content should also sound more like that.

It’s like shopping, but without the shopping

Beyond simply marketing your brand, consumers are starting to use voice search to actually purchase your products.

Right now, the options a customer has on a smart speaker consist mostly of hearing what the cart contains and adding and removing products. Walmart recently partnered with Google Assistant to introduce Walmart Voice Order.

So a consumer could order copious amounts of gluten-free rice without ever knowing about your brand. When they order the rice, they probably won’t hear options for a brand or anything else. The assistant simply provides you a “best match” product and brand based on previous purchase habits or recommended items.

So how can you become that “best match” brand? The answer is again voice SEO. Your SEO should adapt to create content that answers the direct search. It’s a winner-take-all game. Once a user has purchased your product, it will begin to populate their recent searches and product recommendations so the likelihood of repeat buys is increased.

Conclusion

Voice SEO should definitely be up your sleeve as part of your marketing bag of tricks. Voice AI is not going away anytime soon as more and more people embrace this technology. Voice search acts as a medium of instant answers and instant eCommerce, so if you’re going to optimize for voice, make sure exact matching is one of your SEO priorities. Take into account your speed and your tone. Users want direct, specific answers and they want them fast.

PeakActivity works hard to create future-proof eCommerce solutions. Voice SEO is the future of commerce and we’re on it. If your customers could benefit from finding you by voice search, we can help you out with that. eCommerce is moving to voice and you need to move with it. Check out our website for more information.

“The Kardashian Effect”

It’s easy to make fun of the often absurd world of social media influencers. While delivering 11 times higher return on investment (ROI) than traditional marketing, influencers have taken over the world, and the companies who are hesitant to jump on the influencer marketing bandwagon are missing out.

The concept of an “influencer” may seem abstract to some marketers, but influencer marketing has become increasingly complex over the last few years. Companies need to know how to simultaneously leverage the right levels of influencers to maximize their brand awareness and drive the greatest results. Here’s how it works.

It’s like getting a recommendation from a close friend who cares.

While some companies have dismissed influencers as superficial or not important, your potential customers have real and authentic relationships with them through social media. Product tutorials and endorsements from trusted sources are influencing people to buy things on social media and influencers carry more weight with customers than anyone could have previously imagined.

Influencers are EXPERTS. They offer deep expertise in a specific area. When a beauty influencer features a makeup brand that she uses every day, her followers are going to trust that she uses “the best products” because they trust her recommendations are authentic. Influencers gain the trust of their followers by bringing them into their inner circle and sharing their lives while using the products.

Influencers are CONNECTED. It’s not always about the number of followers on a platform. Social media influencers, including nano- and micro-influencers, have higher engagement rates of quality followers. This deep level of interactivity builds relationships and is critical to why social influencers are so valuable to any marketing strategy: it’s a platform of trusted fans that facilitates a receptiveness to a brand.

Influencers are AUTHENTIC. The best social influencers are authentic; they have a passion for a brand or product, which shows in what they endorse or recommend to their followers. To their target audience, they are the authority in whatever niche they’re occupying. They’ll tell it like it is with no filter.

Seeing is believing…

Ok, you believe you need influencers, but where do you start? It’s time to find fans of your product or brand. The biggest challenge for most marketers today is finding relevant influencers, people who believe in their brand.

To be successful in influencer marketing, you can’t work with just anyone on social media. You need to find the influencers who would actually believe in your product or service. If they love your product, they will talk about it to their audience in a way that is authentic. If you interact, engage, and help promote them, they will be brand promoters for life.

When looking for influencers, you also want to consider the following: 

  • How do they interact with their fans when not promoting content. What types of comments do they write back to their fans?
  • What is their content style? How do they create content and does it align with where your brand is going?
  • What have you done to engage with them? Influencer marketing is a two-way street, so you can’t expect to get what you aren’t willing to give.

PeakActivity has an incredible social media marketing team that can get in touch with the right influencers for your business. They’ve done it for a bunch of companies with a crazy amount of success. No, for real, they know what they’re doing. Visit our website to learn more.

Are you guilty of bombarding your loyal customers with endless spam emails?

Tips for starting and maintaining an email marketing campaign

With all the talk about online, social and mobile marketing, it can seem like email has been reduced to poorly spelled e-mails promising to cure wrinkles and banish fat or requesting millions wired to offshore accounts (spoiler: don’t do it). But in fact, pretty much everyone still uses email, and email marketing is possibly the best marketing strategy to deepen your relationship with your customer and drive eCommerce revenue.

An email has a personal quality, which makes it a great way to connect with customers. With the newest eCommerce technology, you can even target potential customers who have browsed your site. A great email marketing campaign has become more important than ever to driving greater brand affinity and increases in sales.

Here are a few simple things that you can do to create and maintain an email marketing campaign that your customers with love.

1. Not everyone wants your emails, and that’s okay.

Having a giant email list might look great on paper, but bombarding thousands of people with unwanted emails is super annoying–probably not the best way to gain customers. Your email list should be a collection of email addresses gained by engaging with potential customers through lead-generating campaigns. Sometimes reducing your email list of customers who aren’t interested is one of the best things you can do to gain the support of your loyal customers. 

If you are looking to grow, offer in-store opt-ins and include social sharing buttons to increase the chance that visitors will subscribe. If you create multiple, targeted subscription types, you’ll increase the chance that visitors will subscribe to one of them.

2. Don’t send emails you wouldn’t want to receive

Make your email marketing campaign less spam-like by making sure that each email has a definite purpose. By creating a marketing email calendar, you plan and run a mix of content. 

Promotional emails can include any offers that your users might find beneficial. Email is a great opportunity to incentivize customers with promotions. If you can get them in the door, you can share what you have to offer, and what differentiates you from competitors.

Additionally, all of your blog posts, white papers, and anything else you have to offer can be shared via email. The content will change, but email gives you the flexibility to always be relevant and specific. By making a plan, you won’t accidentally send a ridiculous amount of emails to the same people, and each email can contain something your customers want to receive. \

3. Pretend you’re cool, and people might believe you 

Creating an online brand identity is key to a successful email campaign, as well as maintaining an online presence. Working with your client to understand their brand voice or style is an integral part of effectively speaking to the customer. Choose a tone that best fits your company’s style, whether it be playful or serious, and stay consistent throughout all of your marketing materials.

A brand identity is a way to communicate with the world, stand out from your competition, and create a brand experience that encourages people to engage with you. Build a brand identity that accurately conveys your essence and is flexible enough to evolve with you. If you stay consistent with your identity, you’ll probably convince the cool kids to open your emails too. 

4. Target your customer’s, tell them what they want. 

Yes, your devices are watching you, but it can be super helpful for marketing. With new technology for automated website behavior, you can gain new customers just by targeting people who have visited your site and displayed certain browsing habits. The list of ways to target customers is endless.

One great, not super creepy example is abandoned cart acquisition. Once a user has filled their cart, ensure that they complete their purchase by sending out reminder emails or emails with promotional offers about the items they showed interest in. You can also spread goodwill about your brand by focusing on customers who did make a purchase from you. Send them info about how to properly care for the items they bought.

Email has a long history of stability, and they even get delivered on Sundays. While the email space has evolved, email marketing is more relevant than ever. An email marketing campaign is a cost-effective solution that gives you the power to reach customers in a place most people visit every day — their inbox.

PeakActivity happens to be pretty great at creating email marketing campaigns for our customers. We’ve successfully implemented non-spamlike email campaigns for quite a few companies. One of our customers even saw 76.5% revenue growth by partnering with us. Visit our website for more information. 

Fire Your Models: Leverage the Average Human Faces Behind Your Products 

User-Generated Content: the marketing goldmine that’s going to make your job easier. 

User-generated content combines your eCommerce website with your customer’s social media pages. By integrating your site to pull images from social media, users can get featured on your website, getting their instafamous glory, while you get totally free authentic marketing content. It’s really a win-win.

Here are three ways that you can incorporate user-generated content into your eCommerce site

:

Homepage Interactions 

Adding your users to your homepage lets them tell their stories about how great your products are, putting their ratings and reviews right there for everyone to see. Customers get bragging rights about being featured on your website, and new customers are able to see how your products will interact with their day-to-day lives.

One great example is Airbnb.com. Because everyone is beautiful in their vacation photos, Airbnb actually takes their customers’ photos and testimonies and places them directly on their homepage for all to see. 

Shoppable Galleries 

Shoppable galleries embrace customers who are already tagging brands in their social media photos by making all of those photos feed into a gallery on your website. When potential customers go to the gallery, they can hover over the images to view and purchase the products.

Shoppable galleries will also allow potential customers to see how the product will act in their lives, and encourage brand recognition on social media.

Old Navy’s homepage invites customers to post about them on Instagram. The user-generated content gallery shows real people enjoying Old Navy clothing in their everyday lives, which can make a brand seem more relevant to shoppers.

Contests 

Everyone loves a good competition, especially if it brings publicity to your brand. Invite your users to participate in your brand by offering prizes, discounts, or features if they post the best pictures of themselves with your product.

Starbucks did this in 2014 with their #whitecup campaign, calling for users to draw art on their white cups and post them on Instagram. The winner would get their art printed on actual cups in actual stores. The contest blew up and tons of artsy Starbucks cups showed up all over Instagram. Starbucks got awesome content to put on their website, and Starbucks customers bought extra coffee just to draw art on the cups.

Our thoughts…

User-generated content is the next big thing. Let your customers write your story for you. After all, they’re the ones out in the world using your products and are probably taking beautiful social media photos anyway. Embrace the world of social media and leverage it into awesome, totally free marketing content.

PeakActivity is a leading expert on eCommerce sites and social commerce, including user-generated content. Leveraging user-generated content to enhance your eCommerce site while connecting to your end user is easy if you have the right people to help you out. Visit our website to find out more and set up a 15-minute call to talk to our team.

Quality Assurance: How It Works and Why It’s Important

The National Institute of Standards and Technology reports that software bugs cost the US economy an estimated $59.5 billion annually.  No one wants defects in their software, but inevitably they always seem to come up, resulting in customer disappointment, negative reputation impact, and revenue risks. This makes quality assurance one of the most important pieces of any software development process.

Quality assurance (usually referred to as QA) is more than a single step of the process; it takes place at every level of the software development life cycle. Testing and quality control help ensure that the development team delivers a high-quality product. Rigorous and systematic testing identifies problems early on in the development process, isolating project risks and maximizing ROI for you and your company.

What Is Quality?

Any software product is created to help its users improve their life experience, satisfy needs, or solve problems, so quality is the ability of a product to meet those objectives. Stakeholders and product owners see quality in an application when it meets their expectations, is delivered on time and within budget, and is maintainable. A software team defines quality as the degree to which the product meets the business requirements.

What Is the Role of the Quality Assurance Team?

The cost of errors in software grows exponentially as they sneak into later phases of the life cycle. To be the most beneficial and identify problems early on throughout product development, QA activities should be part of the development process from the very beginning, even during the planning and analysis stages. This will help reduce risks of creating incomplete or ambiguous requirements, or acceptance criteria that may be unclear on unable to be tested.

Quality assurance focuses not only on finding bugs, but also on preventing software issues, conducting root cause analysis, and educating the team about quality. QA improves the whole software development process, making it more efficient. By evaluating measures and metrics, testing constantly provides very important information about the state of the product. Critical business decisions are made on the basis of that information.

In Agile, which is one of the most widely used and efficient software development methodologies, testing and quality control go hand in hand with code creation. Constant testing allows software teams to find and fix defects in the same phase of the life cycle in which they were introduced, which reduces the risk of producing new defects and shortens product delivery time.

Why Are There Bugs?

Software is created by humans, and human error is inevitable. Defects happen when code is rushed or too complex, but even without these factors, bugs can still appear. While it’s easy to blame the developers, 20% of bugs are created at the requirements level and another 25% at the design level. No one can reduce risks to zero, but quality assurance eliminates critical defects, improves the system, and certifies that the product meets business and industry standards. Along with exit criteria, budget, and timeline, QA testing results factor greatly in any business decisions about a product’s readiness to go live.

Even when a product is released to the public, the job of the quality assurance team is not over. To stay competitive in the market, software should be a constantly changing product that stays highly adaptive to users’ feedback and quickly evolves to keep up with industry standards. Any adjustments or interference with code could potentially bring new issues, and it is always better if they are found by testers than by users.

Our Thoughts…

Building software is a human project, so there will be mistakes along the way, but the quality assurance team gives any project a safety net. The goal of developers is to make sure the product works. The quality assurance team is there to make sure the product works as well as it possibly can.

A high-quality product takes blood, sweat, and tears from every member of the team. A measured approach and a detailed test strategy will ensure a clear understanding of the final result by the customer. QA helps achieve these keys to any product’s success.

PeakActivity has a huge knowledge base in software building, including quality assurance. The right strategy is key to a successful product, and we can help at every step of the way.

Adobe Experience Manager: 5 Ways Your Company Could Benefit  

Your company’s online presence is arguably one of its most important sources of marketing revenue. Having a great online presence requires great content, and great content requires a great content management system.

Adobe Experience Manager (AEM) is one of the fastest growing content management system options for enterprises, used by major corporations like Motel 6 and Chipotle.

One reason AEM has become so popular is that it simplifies the management and delivery of website content while also reducing the complexity of delivering individual online experiences to individual customers.

What is AEM?

Adobe Experience Manager is a content management system that provides one place to create, manage, and deliver websites, mobile sites, or any other kind of application you might need (from kiosks to eCommerce apps). AEM gives you the functionality to personalize the online experience you want and extend it to the tools you need.

What Are the Benefits of AEM?

1) Multiple Sites Managed in One Place

Having everything in one place is one of the greatest benefits of AEM. In the same platform, you can build and deliver web applications for desktop, phone, and tablet, along with any other screens you can think of. Marketing campaigns can be easily launched onto all platforms at the same time. Even if your site has to be in multiple languages and regions, all can be easily managed from the same place.

2) User-Friendly Content Management

Along with having everything available in one place, most sites can be simply created and maintained through easy-to-use templates. Even with limited AEM experience, you can build your own pages and content from the user-friendly dashboard.

3) Adobe Analytics Easily Integrated

Adobe Experience Manager can easily be integrated with Adobe Analytics, one of the best tools to track your website. Reporting visits and measuring page views isn’t enough anymore. Adobe Analytics can measure customer pathing, traffic sources, content effectiveness, and even video engagement. All of this information gives you real data about who is coming to your site and helps you simplify your marketing goals.

4) Specific User Experiences for Specific Users

Along with the data you’ve gathered from analytics, AEM also provides you with multi-site management capabilities. By using Targeting Mode in AEM, you can create a library of user experiences for each page on each platform, a personalization solution that makes it easy to identify and deliver your best content for each user.

See our A/B Testing Article for more information.

5) Adobe Community

The Adobe support community is one of the best for monitoring your site 24/7 and making sure it’s properly supported. If you have your site available in different countries, the support community can even tell you how it’s doing and why. Depending on the size of your company and your support needs, Adobe can even provide you with a dedicated team to make sure that your site is as well maintained as you’d like.

Our Thoughts

Adobe Experience Manager is the clear choice for web content management for many of today’s top companies. With thousands of content management solutions, Adobe Experience Manager has simplified the process by bringing the most important options together in one place. Unlike other CMS options, it can simplify your life by integrating all the important functions of digital marketing and content management onto one single platform.

WordPress vs. Headless Content Management

WordPress vs. Headless Content Management: Choosing Simplicity or Functionality

Reader Takeaways:

  • A content management system (CMS) is a system that stores and displays your company’s content onto a website, mobile app, or another platform.
  • WordPress is great if you’re looking for a simple marketing website you can build without a development team.
  • Headless CMS might be for you if you’re a larger corporation with a team to build custom applications for multiple platforms.

Managing content correctly can make or break your company’s website functionality. With so many new types of content management systems (CMS), it can be hard to decide. In this article, we’ll break down two popular types of content management systems so you can make the right decision.

What Is a Content Management System?

All of the content you’ve created for your website has to be stored somewhere so you can add, remove, and edit when needed. The system can contain a front end, where the content is displayed on a website (or app, game, kiosk, etc.), and a back end, where the data is stored and edited.

WordPress

WordPress is the simplest, most popular way to create your own website. WordPress is a content management system that is free to use, encompassing both the front end and the back end of your website. That is to say, you add the words and images, pick a theme, and choose some features, and boom… you have a website.

WordPress sites are great all-in-one solutions you can build yourself with preloaded themes and plugins. So WordPress is nice if you have a small website, but it was meant for blogging, so it works best on a site with only information or marketing content.

WordPress has its downsides when it comes to scalability and performance. As soon as you try to add more functionality, like maybe an eCommerce site or a forum for your customers to chat with each other, you’re going to have to create a lot of custom code that could slow down the site.

WordPress might be for you if:

  • You’re looking for an enterprise-level website you can build without a development team.  
  • You need a simple marketing website.
  • You don’t require a lot of functionality or availability on digital devices and platforms.

Headless CMS

While WordPress is your all-in-one solution, a headless CMS has only one focus: the back end. In short, a headless CMS stores your content and leaves the front end display up to you. While that might sound counterproductive, the headless approach can put your content into any technology you can think of, from iOS apps to kiosks to smartwatches and even inside virtual reality headsets.

Using a headless CMS is a powerful option for companies with mobile and web developers. With the right vision, a headless CMS can use any front end tool they want to present content in meaningful and interactive ways.

While a headless CMS can be free to use, just like WordPress, it requires a development team to plan, create, and maintain. And since you’re not working from a template, the user experience can also sometimes suffer. Many growing companies looking for more functionality are choosing headless CMS.

Headless CMS might be for you if:

  • You’re a larger corporation, with a team to build custom applications.
  • You need to publish content on multiple platforms, all at once.
  • A traditional website isn’t doing it for you, and you need more functionality.

What We Recommend

WordPress makes creating a great website quick and easy, and it’s a terrific option for most companies. But as your company is growing, consider making the move to a headless CMS part of your long-term vision; you will be more flexible, prepared for new devices, and have no worries to scale for high traffic. Understanding your options in content management can help you deliver the experience you want, and the one your customers expect.

PeakActivity can help bring your company to the next level by considering all your options in content management. By working with those in the know and using the right tools, you can instantly access new tools to help your website thrive.

ADA Compliance and Your eCommerce Site

Using the internet with disabilities is no easy feat, and the law agrees. Just this year, hundreds of eCommerce companies have been hit with lawsuits claiming violations of the Americans with Disabilities Act (ADA) because people with impairments were unable to access or effectively use sites across the internet.

In fact, more than 10,000 ADA compliance website lawsuits affected companies large and small over a wide range of industries in 2018. With so many different people using your website with a variety of browsers and devices, being accessible and compliant isn’t just the nice thing to do for your users; it’s the right, and the legal thing to do.

What is ADA compliance?

When you think of ADA compliance, you probably think of making sure your building is wheelchair accessible, or other structural changes like lifts and cut curbs. But in 2010, ADA Standards for Accessible Design was published, requiring that websites be accessible to everyone, including people who are visually impaired, hearing impaired, illiterate, or have a learning disability. With the additions to the ADA, new requirements were put in place for how to cater to all customers who visit your site, including requiring sites to be accessible by screen readers.

Many people with visual impairments use a screen reader to use the internet. Screen readers interact with a website by conveying to the user the contents of your site through text-to-speech and sound icons. The keyboard is used to navigate the site rather than a mouse, which requires visual cues. If your eCommerce site can’t be read by these devices, you’re losing out on potential customers, and you’re in violation of the ADA.

Read more about screen readers here.

Why does my eCommerce website need to be ADA compliant?

When a person with a disability arrives at your eCommerce site, they should be able to navigate easily enough to browse the site, contact you, or maybe even buy something. eCommerce sites require tons of interaction, with buttons to click, things to read, and information to enter, even more than an informative website would.

Beyond just avoiding lawsuits, if a person can’t navigate your site easily, they’ll probably just move on to your competitors. 19% of the population has a disability, so making your site ADA compliant may help your reputation, as well as helping you access thousands of new customers.

How can you ensure your website is ADA compliant?

When a visually impaired person tries to access a site that is not ADA compliant, they will probably run into trouble as soon as their screen reader tries to read the pictures on the site. If your images don’t have any captions or code behind them to explain what’s in the picture, called alt-text, your site is not ADA compliant.

The first step in becoming ADA compliant is to figure out all the aspects of the law and how they apply to your site. While lack of alt-text is one of the most common problems cited in lawsuits, making sure your site is accessible requires fixing all the issues people with disabilities may come across. For example, certain disabilities require the site to have full keyboard accessibility, so your site can be read by people who cannot use a mouse. Other violations of the ADA involve color contrast, so that colorblind people can see all parts of the site. The ADA even includes provisions banning flashing lights on your site, so as not to trigger someone with epilepsy.

Knowledge is the logical first step in creating an ADA-compliant site. ADA compliance training can ensure that all members of your team are knowledgeable on all the requirements involved with website ADA compliance, so things don’t go unnoticed. By identifying what needs to be done on your site and working with knowledgeable people, you can easily find the right tools to develop new code that is compliant.

Don’t let a lawsuit be the catalyst to make your site ADA compliant. By working with those in the know and using the right tools, you can instantly access new customers who may have otherwise looked to your competitors. Being accessible and compliant isn’t just a common courtesy for your users; it’s required by law, but more than that, it’s just the right thing to do.

A/B Testing: Taking the guesswork out of eCommerce

Reader Takeaways:

  • An A/B test is the process of sending users to different versions of your eCommerce website to test the performance of each version.
  • By continually running A/B tests on different parts of the site, you can continue to learn more about your customers and how best to cater to their needs, with the goal of finding new ways to convert browsers into customers
  • The process of A/B testing requires creating goals and testing the highest priority areas of the site first.  Changing just one variable at a time ensures that you know what had an impact on your customer’s responses.
  • While the benefits of A/B testing are endless. The best part is the ability to create an eCommerce site that has been proven to be successful.

A/B testing is the easiest and most effective way to convert casual eCommerce visitors

into loyal customers. Running an A/B test requires sending your users to multiple separate versions of the site to determine which they prefer. In an A/B test, you can actually talk to users and watch them interact with a product, uncovering and solving problems that would have otherwise gone unnoticed. With this valuable data, you can quickly see how small things can make a huge difference to your customers. Every site can be improved, and A/B testing can reveal weaknesses and successes in your marketing strategy that you can utilize to make data-driven improvements, taking the guesswork out of your eCommerce site.

A/B Testing Basics

A/B testing is the process of splitting your eCommerce site traffic between multiple versions of the site to see which experience has a better result based on a certain goal metric. In other words, it will show you which of the sites produced more leads, engaging customers, or purchasers depending on the needs of the site. By continually running A/B tests on different parts of the site, you can continue to learn more about your customers and how best to cater to their needs, with the goal of finding new ways to convert browsers into customers.

The solutions that A/B testing can provide are endless. Every part of every site can be tested to ensure that your eCommerce marketing strategy is working. For instance, you might begin A/B tests where you notice your conversion rate falling off. Rather than replacing the page entirely or relying on a gut decision on how to fix the problem, A/B testing allows you to effectively troubleshoot. Will incorporating different verbs or adjectives into your wording or simply changing a font improve your results? An A/B test can give you an exact outline of the problem with a data-driven solution. Keeping up with the constantly changing needs of your customers requires constant A/B testing.

Process of A/B Testing

Our team has established a repeatable method that outlines where to begin and how to proceed at each stage of the A/B testing process. Since it’s easy to get carried away when running A/B tests, it is helpful to keep your scope in mind. Beginning with the highest-priority part of the site, establish the goals you have for your conversion rates. Use research, including data from previous A/B tests if they apply, to form a hypothesis which you can prove right or wrong with your test. Stick to one variable and find out why you’re not meeting your goal on that page.

Once you design and create your test, an A/B test runs until you have enough data to make a solid decision. Once you have enough data, you can quickly determine which of the two solutions is better to meet the goal you set out. Then, repeat the process with a different variable. Changing just one variable at a time ensures that you know what had an impact on your customer’s responses.

Benefits of A/B Testing

A/B tests can be run at any time to create customer-centric designs for your eCommerce site, increasing your conversion rates. The benefits of A/B testing are endless, but the best part is the ability to create an eCommerce site that has been proven to be successful. By creating a culture of data-driven decisions on your site, the results can create higher customer lifetime values.

By being able to test strategies that may be considered risky, such as aggressive marketing tactics, A/B testing can reduce the risk of higher bounce rates. As your business grows and evolves, so do your customers, which is why assuming that your site is great isn’t always the best strategy. A/B testing is an ever-evolving process that can ultimately make a huge difference in your marketing return on investment.

A/B testing is a way to change your eCommerce site for the better using data-driven analytics. By asking your customers what they want out of your site, you’ll ensure that your site is as effective as it can possibly be. Running A/B tests is a way to identify problems or things you might want to change, without assuming the effects of the solution for your customers. eCommerce can be a tricky business, so invest in A/B testing to allow the data to drive your eCommerce strategy.