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The A/B testing strategy we use at Frictionless Commerce is fundamentally different from any other conversion optimization agency.
When most marketers are given 20 hours to improve conversion rates they test ideas like those mentioned in this article.
I’m fairly confident those aren’t the ideas you are interested in either because why else would be here? You’ll like this next section.
Our A/B Testing Strategy
Next, we’d invest 6 hours developing a decently good long-form sales pitch. While our decently good first draft A/B test is running we’ll use the remaining 9 hours to fine-tune 2 key variables:
- Content discovery rate
- LFSP consumption rate
The idea is to continue tweaking these 2 variables until a statistical winner is found.
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The 2 Key A/B Testing Variables
1: Content Discovery Rate
We have an article dedicated to the subject of content discovery. It will teach everything you need to ensure your most valuable assets are seen by the most site visitors. That article lives here: Content Discovery— Our Shoppers Seeing Our Most Valuable Assets.
2: LFSP Consumption Rate
The content discovery step (above) ensured site visitors didn’t miss key assets. But the LFSP is long so discovering it isn’t enough– we need to also measure the consumption rate on the LFSP. Because if people are reading just part of the LFSP and exiting then it’s hard to properly evaluate the LFSP.
Let’s say 10% of page visitors discover the LFSP but only 2% read till the bottom that would be a clear signal that I need to work on LFSP content. Here are a few things we could do:
Troubleshooting Step 1: Work on the opening of the LFSP. Article: The Art of The Start.
Troubleshooting Step 2: If step 1 didn’t work chop copy length by 50% and focus on your main selling angle.
Troubleshooting Step 3: If the second option didn’t work put on your contrarian hat and rewrite the whole LFSP. So here’s the trick I use– I convince myself this idea will bomb. Then I ask myself “why would this fail?” What assumptions am I making that could be completely wrong? In CHAPTER 3 we talk about having a debater’s mindset and that will come in pretty handy here.
The A/B testing strategy described above is better than spending all of your time on “perfecting” your initial pitch. Chances are very high that your pitch won’t be as effective the first time as you had hoped. Don’t bother perfecting it right away. Instead, test a rougher version of it, see which copy angles are resonating with your shoppers and which aren’t, then make adjustments and perfect your pitch while validating those changes through A/B tests.
So we’ve reached the end of our story. We started by talking about conversion rate optimization, then dove into the incredibly beautiful topic of buyer psychology, then went into conversion copywriting, and then got into product page optimization.
For the sake of readability, we have simplified a few details. But these ideas absolutely work as you can see from our 18 case studies.
You could absolutely follow this process yourself but if you don’t have the time and if your Shopify site is doing over $4 million in annual sales or if your bestseller is doing over $1 million in online sales then may want to consider talking to us. The benefit of working with us is that we’ve done this process so many damn times we can do it in our sleep.
I’m happy to jump on a call.