⌨️Content Test Suggestions
Introduction
In the dynamic world of eCommerce, content serves as the cornerstone of customer engagement and conversion. Crafting content that resonates with your audience is essential, but ensuring its effectiveness requires a systematic approach to testing and optimization. In this article, we'll explore practical suggestions to fine-tune your content strategy, as well as tips on how to set each of these tests up using Intelligems.
Finding the Best Landing Page
Testing landing pages for an eCommerce site is crucial for maximizing conversion rates & ROAS, as well as enhancing user experience. A few examples may include:
Testing different layouts or calls to action for your landing pages from Google ads
Sending your Facebook traffic to a landing page versus directly to a collection page or your homepage
Experimenting with different offers for ad traffic, such as 10% vs 20% off their first order
Typically the best way to test your landing pages using Intelligems is to set up a Split URL Test! You will create a unique URL for each page you want to test, and you will enter the URL that you currently use for the landing page as the Control or Origin URL. You will then enter the unique URL for each test group, and Intelligems will handle redirecting users to the correct URL, depending on which group they are in.
If you use a page builder like PageFly, Replo or GemPages, be sure to add Intelligems JavaScript to their theme files as outlined here! If this step is missed, Intelligems will not be able to track the data for those pages.
Testing Themes
While many tests can & should be run using one of Intelligems other test types (such as a Template Test or a Split URL Test), there are certain scenarios where it makes sense to test two (or multiple) entirely different Shopify themes! You can see our help doc on setting this type of test up here. A few scenarios where a Theme Test makes sense include:
Your team has spent the last month perfecting a new theme for your store - they’ve spent hours QAing it and are confident that it is ready to launch. Testing this theme compared to your live theme can be a great way to confirm whether the new theme is better than your old theme, and that no issues were overlooked. The goal of this test would be to see either no difference, or some uplift, for the new theme. If there is a negative impact, this may be a sign that there are still bugs to work out.
You are looking to test a really big change, and your team does not have the dev resources to set the change up using one of Intelligems’ other options (such as JavaScript injection).
If you do plan to run a Theme Test, make sure you add the Intelligems Script to all themes that are included in the test! This allows Intelligems to hide the theme preview bar, and track all data correctly.
There are a few downsides to running Theme Tests, which is why Intelligems recommends using a different test type if possible. A few of those downsides include:
Running a theme test means that you need to keep two or more themes up to date! Any changes that you make to your live theme while a Theme Test is running must also be made to any themes included in your test.
When you end a Theme Test, you should not delete any themes that were part of the test. You can read more on why here!
Testing Different Imagery
Testing homepage banners or product page images is essential for brands aiming to optimize their online presence and drive conversions. The images used on these pages play a significant role in capturing users' attention, conveying brand messaging, and influencing purchasing decisions. By conducting tests, brands can assess various elements such as image composition, color schemes, product placement, and messaging to identify which resonates most effectively with their target audience.
The easiest way to set this up in Intelligems is as an Onsite Edits Test! See the video below for a quick demo on how to set this up using Intelligems’ Image Find & Replace option to test a homepage banner image. You can follow these same steps to test images anywhere on your site!
Testing Cart Elements
The cart is a pivotal point in the customer journey - A/B testing different components of your cart ensures that the user experience is seamless, intuitive, and efficient. By understanding how customers interact with the cart, stores can identify pain points, such as confusing navigation or lack of features, and optimize accordingly.
When it comes to your site’s cart, there are essentially endless things you could test. Below are just a few of the things that brands often test:
Displaying the option for a customer to enter a discount code in the cart
Testing a new cart app versus your Shopify cart
A different call to action on your checkout button
Displaying a free shipping progress bar to incentivize users to spend more
The best way to set these tests up in Intelligems depends on a few factors, including what exactly you are looking to test, how your cart is set up on your site, and your team’s technical aptitude. See below for a few example’s of ways a cart test may be set up in Intelligems:
If you are looking to test a relatively small and non-complicated portion of your cart, you may be able to set your test up using Intelligems’ Find & Replace tool! A few examples of times you could use this are testing the call to action in the checkout button, or displaying versus hiding certain components like a progress bar or discount code entry box.
If you are planning to test something more complicated, if the cart can be controlled using JavaScript, you can use Intelligems’ JavaScript injection tool to test this. If the cart cannot be controlled using JavaScript, or writing JavaScript is not in you team’s capabilities, you could also run it as a Theme Test.
Last updated