Do you want to grow in the online store, but you face challenges with a small marketing team? If you try to balance SEO, paid ads, e-mail marketing and conversion optimisation, you are not alone.
For many online shops with sales of between 20 and 50 million NOK are often resources limitedAnd then experimentation can be the solution that opens the door to new growth opportunities.
Why experimentation is essential for growth
Experimentation is a data-driven approach to testing marketing strategies, the aim of which is to find what works best for your business. This systematic approach provides not only insight but also room for estimated risks — without the major costs of overall changes. Here are some advantages of using experimentation:
- Break growth plaques – When growth stops, experimentation can give you insight into new strategies and channels that can lead to a new growth phase.
- Reduce risk – By testing less measures before implementing major changes, you minimise risk and can adjust the strategy as necessary.
- Data-driven decisions – Experimentation helps you to go away from your stomach and rather use actual data to maximize the yield on marketing.
Common experimental areas
There are many areas in marketing where you can start experimenting. Here are some of the most common and most effective experiment areas for your online store:
Product page A/B testing: It's on your product pages that the conversions happen, so experimentation here can have a huge impact on your income. Try testing things like headers, product descriptions, images or the location of the 'Add to Shopping Cart' button to find out what is driving more sales.
Variations in ad texts: If you are running Google Ads or Facebook Ads, you can experiment with different messages to see what best results in your target group. Changing the invitation to action (CTA), testing different offers or trying new keywords are all low-risk ways of increasing the advertising performance.
Mail marketing: E-mail is an important driver for keeping customers and increasing loyalty. Experiments on the timing of the sequences for abandoned shopping wagons, adapting topic lines or testing different e-mail templates to see what makes customers convertSo let's say that this is the same thing as that.
Conversion frequency optimisation (CRO): CRO is about continuously fine-tuning your site to make more visitors complete the desired action. Experimentation with elements such as forms, payment processes or even page load time may lead to major gains in conversion frequency.
How to start experimenting
Starting with experimentation doesn't have to be complicated. Follow this simple step-by-step guide:
1. Define your goal
Start by defining what you want to achieve. Do you want to increase the conversion rate by 5 % or improve the click frequency of a particular advertisement? A clear measure provides direction and facilitates measuring results.
2. Formula a hypothesis
Make a concrete hypothesis you can test. Example: “By changing the main product side header to highlight an advantage, the conversion rate will increase by 10 %.”
Three. Select measurable items
Determine which elements of the website or marketing are to be tested, such as: CTA buttons, image or textSo let's say that this is the same thing as that. Keep it simple and test one variable at a time.
4. Select the correct type of test
Do you need to use an A/B test to compare a change to a control, or a multivariate test to test multiple variables simultaneously? This depends on: your traffic volume and the complexity of the experiment.
5. Configure the experiment in a tool
Use Tools As Optimize or VWO to set up the test and measure the effect. These tools make it easy to analyse and adjust the test configuration.
6. Segment your audience
By segmenting the test population you can see how different target groups respond. Segmentation can be based on factors such as geography, age or purchase history.
Seven. Run the test and analyse the results
Let the test go long enough to obtain statistical significance. analyse the results thoroughly to see if the target was achieved.
Eight. Implementations and documents experience
If the test was successful, the change will be permanently implemented. Remember to log in the insight so that the team can build on this knowledge in future experiments.
Optimization is a continuous process
Experimentation should be a permanent part of the marketing strategy. By systematically testing and optimising, you can continuously improve your customer experience and increase your sales. Small adjustments can produce high results when based on targeted and systematic experiments.
Do you need help experimenting?
INEVO offers Operating Market Assistant (OMA), which acts as an extension of your team. Our OMAs will help you with everything from setting up A/B tests to analyse the results, so you can focus on growth – without the need to recruit a new full-time member. If you are ready to take marketing to the next level, contact us today to learn more about how our OMAs can help you growSo let's say that this is the same thing as that.