Modern retailers have been collecting email addresses for the past several years from walk-in customers as well as those who visit your website or connect with you through social media channels. Regular sales emails are a skill you’ve developed to drive customers back into your shop or onto your ecommerce website. What else can you do? How can you make more sales and generate some extra revenue from your followers. You can test your landing pages by using A/B testing.
What is an A/B Test?
It’s very simple. You set up a test to send half your customers an email that points at your regular landing page (A), while the other half goes to a new test webpage (B). Every outbound email that you send is the same — only where they land is different. The purpose of your test is to find out which elements of your landing pages convert the best into new sales. Many email service providers (ESPs) offer A/B split-testing capabilities. Check out your options and don’t hesitate to contact their tech support team. A few minutes of online support chat can often help you setup a variety of functions that you didn’t know were possible.
Create your (A) panel
Let’s take, for example, the sale of a gift package that includes a coffee cup, a T-shirt and a box of gourmet cocoa. You first create your outbound email. Next, select the A/B split testing options for your targeted audience. Now that your ESP has split the audience, you can start to create your test.
Your (A) version email will tell your followers about the amazing deal and include a call-to action button that is easy to locate and clickable. This email will embed the landing page link to your regular (A), product using the same set-up you have.
You also need to set up your A landing page. This is the place where your customers will go on your ecommerce website. Your web site allows you to show your products in a specific way. This includes displaying your logo, the product image, pricing details and an order form.
Create your B panel
Imagine what a first-time shopper would see if you took a look at your A pages. Is the landing page’s language and imagery consistent with your email? Is the tone and style of the email consistent with the landing page? Is the page’s image small? Could it be larger? What is the product description? Is it too large? Is it too small? Are you finding it difficult to read? Are there distracting offers? You can test all of these elements – you decide which one to test first and see if your response changes.
Let’s assume your landing page has the same tone and email language as your landing page. However, the largest thing shoppers see on the sale page is either a PAY NOW button or credit card fill-in boxes. This may seem strange to some shoppers, who would like to view the product and test it before giving their credit card details.
A new landing page is created for your test. The product image is larger and the credit card fill in form is lower. This is your test page (B).
This new landing page link can be embedded in your (B-version) email. Then, set both the A and the B emails to deploy simultaneously. To get a good read, all emails should be deployed together. You can now read the results after the test is completed. You should see a similar overall open rate and click rate to both the emails and the content. Now you can view your ecommerce reports.
What did the old landing page do differently to the new one? It generated more sales. Were there fewer sales? Increased customer inquiries This format test should be repeated several times to see the results.
If you are satisfied with your results, repeat the test over a period of time or throughout a season to gain a better understanding of your audience’s preferences. You’ll begin to notice a trend over time that could lead you to redesigning or changing specific elements of your landing pages, which will improve your overall sales.
Keep going after your first test is completed. Once you have found the element that increases your sales, move on to the next.
IPhone X and the Rise of AR Apps
iOS 11 is the latest iPhone update and includes augmented reality. The framework ARKit allows you to create augmented reality apps for iPhone users. Augmented reality technology overlays computer-generated images on a user’s real world view. In other words, when you look at your phone, the world in front of you is augmented with graphics and images that you can control and move around. This technology opens up a new way to sell brick-and-mortar and online stores.
AR shopping apps have been launched by big retailers like IKEA and Burberry. The IKEA app lets users place furniture in a room to get an idea of how it would look inside their home. This is in addition to imagining what it would look like when they shop online or in-store. It also lets customers get close to the furniture, so that any small details are not overlooked. Burberry’s AR approach is quite different. The app allows users decorate photos and spaces with “Burberry-inspired” drawings, and then share the creations on social media. AR is a unique tool that both retailers can use. These are only a few of many possibilities AR offers retailers.
Online sellers finally have a way to bridge the “touch-and-feel gap” between customers and their products. Ecommerce sellers are excited about the ability to show customers their products in their own space, and get a better idea of their dimensions and appearance. AR can be used by brick and mortar stores to reach new customers. AR can be used to create a cool display in the living room of a customer. This may encourage them to come to your shop to see what else you have done with their merchandise. AR can be used by both online and offline retailers to enhance personalization. Burberry allows users to create their own artwork. Retailers can also take this idea and allow customers to design outfits, rooms, and other personalized items. AR can be used to create showrooms for specific products. It can be difficult for retailers to highlight a specific product online or in-store without compromising others. But AR makes it possible. Apple’s ARKit is easy to use, so designs and ideas can be modified and created continuously.
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