Are you even testing?

You should.

That’s the most important part. The more the better.

Quality comes with quantity. If you follow the right process.

If you are not testing, this is for you.

Today’s article is all about the process. The process of A/B testing, from start to finish. From “Why even do that?” to “I’m doing it!”

Note: If you are already doing A/B testing, half of the article will be obvious to you. If you’re not testing yet, just go and read the whole thing now.

Here is what’s in the full article:


  • What Is A/B Testing?
  • Why Should You Do A/B Testing?
  • How Does A/B Testing Work?
  • Where Do You Use A/B Testing?
  • A/B Testing Examples
  • When Should You Use A/B Testing?
  • What Are The Benefits Of A/B Testing?
  • What Are The Challenges of A/B Testing?
  • Given The Challenges, Is A/B Testing Worth It?
  • How Can You Find The Right A/B Testing Solution?
  • Conclusion: Don’t Neglect A/B Testing

Testing properly can be a lot of work. So let me just tell you what’s on the other side of it:

1. Improved return on ad spend (ROAS).

The more friction you remove from your website, the more paid traffic turns into sales, effectively increasing your return on ad spend.

2. Reduced customer acquisition cost.

Similar to how testing helps improve ROAS, the money you spend on other methods of customer acquisition will benefit from the reduced friction and will shrink your customer acquisition cost (CAC).

3. Increased lifetime customer value (LTV).

Testing makes your website more sticky and engaging which helps drive more return business. In other words, the easier you make the shopping process, the more customers will want to come back again and again.

This increases your customer lifetime value.

4. Increased email signup conversion rate.

Your email list can be a huge revenue driver.

Testing different ways of inviting new subscribers will help you maximize your email list sign-ups which increases the people you can promote your products or services to.

5. Increased average order value (AOV).

Increased testing can help you find out what product bundles or upsell opportunities could work best, increasing your average order value.

At scale, this directly impacts your bottom line revenue.

6. Reduced cart abandonment rate.

Every time a person abandons their cart, that’s money walking out your digital door.

Using A/B testing to optimize your checkout process can remove friction, confusion, and mistrust, and reduce your cart abandonment rate.

7. Increased ecommerce conversion rate (CR).

Smoothing out any barriers on the path to purchase using A/B testing is the most effective way to increase your conversion rate.


Despite the challenges, A/B testing can make a massive difference in the growth and overall revenue of your ecommerce business.

And it will, if you do it right and if you do it often.

Effective Ecommerce A/B Testing in 2018 (Step-By-Step Guide)

PS. This could very well be my mug:
i_love_testing_mugBut it probably suffers from the common mug disease: it’s too small.