Continuous testing is truly an essential part of every online store's business, and at a certain level, we advise you to engage in continuous testing to monitor the response to the changes you are currently implementing.
If you want to ensure that your efforts in optimizing and designing your website are effective, you should constantly test them. When planning a new design for a product page, a redesign, or deciding on the best items to showcase on your website, make it a habit to conduct partial or more complex tests to evaluate the most effective actions.
For effective testing, you need to have a certain amount of real traffic and sales. If you meet these conditions, testing is the best way to understand the actual responses to changes.
Such testing is relevant for layout proposals and calls to action, within which you perform different combinations of actions. Try to understand how you can change key areas and influence a more attractive page design while providing users with a simpler user experience.
Constantly analyzing web statistics is essential to ensure a good user experience.
What else can help achieve a good user experience and increased conversion?
User experience is invaluable and can significantly impact the performance of a website. It consists of various design and development methods (planning and sketching, user interface design, visual design, interaction design planning, information architecture strategy, user research, usability testing), all with a common goal of increasing conversion.
The use of these methods varies depending on the nature of the online store. It is advisable to define the target audience of website visitors, anticipate their expectations, and prepare a suitable offer for them. Therefore, it is necessary to constantly monitor user habits and analyze the statistics of your own online store. The easiest way to do this is to put yourself in the shoes of a visitor, think like them, and communicate with them. Visitors are ordinary people living in the real world. They increasingly incorporate visiting websites into their daily lives, so make sure your website stands out visually, is easy to use, and meets users' desires. Your success depends on the user experience. If it is good, your site will become their repeated shopping destination, among other things.
Frequently asked questions
Without testing, decisions are made based on intuition, which is often wrong. Continuous testing (A/B tests, multivariate tests) ensures that every change is data-driven. The cumulative effects of small improvements over time bring substantial conversion growth.
Elements with the highest impact on conversion: CTA button (color, text, placement), landing page headline, product photos, price, and shipping options. Test elements that the most visitors see and have the greatest potential to change behavior.
Long enough to capture complete weekly cycles of visits, and until each variant has collected enough conversions for a reliable conclusion; the testing tool shows statistical reliability. Stopping the test too early is one of the most common mistakes - an apparent winner often changes once you have collected enough data.
VWO or Optimizely, Hotjar or Microsoft Clarity for heatmaps and session recordings (with the visitor's consent), Google Analytics 4 for conversion tracking. Google Optimize was discontinued in September 2023. Many platforms also have A/B testing built in or available through an extension.
For very low traffic, results are difficult to make statistically reliable. Nevertheless, we recommend collecting behavioral data (heatmaps, session recordings) to guide intuitive decisions about improvements.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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