Below you’ll find a complete case study where we ran an A/B test within a shopping cart. We were testing the One Step Checkout Magento Extension against the standard Magento “One Page Checkout”. The results may surprise you
In the words of Bryan Eisenberg, “Always be Testing” is a big motto around here. No matter what we’re doing, we’re always looking to improve our sites conversion rates. With that being said, I wanted to take a quick second to share some results about an A/B test we ran on an eCommerce site using the OneStepCheckout Magento Extension. (Learn more about the extension here.)
One of the perks of using an open source platform like Magento, is it opens all types doors for developers to make the product that much better. Seeing that the eCommerce website that we were testing was using Magento, it allowed us to do some very creative and robust conversion testing.
Getting the A/B Test Setup
For starters, setting up the test was a lot easier than we originally planned. Simply install the Magento Extension, setup the configuration as you’d like and you’re ready to roll. From there, you need to setup the A/B test to track the results. Using Google Website Optimizer, we just setup an A/B test to get the test up quick and start gathering data right away.
TIP: When testing areas throughout your site try to have a method to the madness. In other words, don’t just test something because it looks cool or it’s a lucky guess. At NetMediaGroup, we utilize all of our analytics to make educated decisions on what to test.
The 2 Variations
STANDARD MAGENTO ONEPAGE CHECKOUT:
ONE STEP CHECKOUT MAGENTO EXTENSION:
The Results (Shocking)
To my surprise it was detrimental. It was a negative outcome (-26%). Ouch. Now, let me make it clear though. After seeing these results it DOES NOT MEAN YOU SHOULDN’T TRY this Magento extension. There are several variables that go into account. The demographics that use our site, the type of product, the price point, etc. This was a fantastic solution for a shopping cart. We’re currently rolling out to other sites to see if we can replicate the results or prove our point that it was just the particular site we tested it on.
In conclusion, this is why it’s always best to test everything and yet another reason why we’re consistently testing. There’s always room for improvement.
If you’ve used this extension, I’d love to hear what your results were…