Optimized Ecommerce EP 075 – How to Use A/B Testing Efficiently and Improve Conversions

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Matthew Stafford Oct 13, 2021

Welcome to Episode 075 of Optimized Ecommerce – How to Use A/B Testing Efficiently and Improve Conversions. I’m your host, Tanner Larsson, CEO of BGS.

BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.

Eric Kwoka has been a part of the BGS team for a long time, he is one of our Revenue Optimization Experts who works on all the Amplified stores and is literally in the trenches doing testing, optimization, and tweaking on different stores every single day.

Eric is a big part of BGS, he got one of those amazing brains on which he can test data and turn it into huge wins for our Amplified Stores.

Here’s just a taste of what we talked about today:

Eric discussed what is A/B testing is and why it is important?

The basic idea of A/B testing is when users come to your site, they see an “A” version or, “B” version of a single piece of the page. They get one or the other and be able to see through your analytics, whether that test has changed the user behavior.

For example, on the product page, you have those PayPal buttons but isn’t existing on other pages. Then you see over hundreds of thousands of users, whether this actually translates into differences in conversion rate, add to cart, email signups, and the overall revenue.

The most important detail of running A/B testing is that it is happening at the same time, where users are literally sitting next to each other. They go to the store and could end up seeing different versions of the small differences that were made. And over time helps to smooth out any of those issues that might arise.

And then, Eric talked about the need to limit what people are testing.

The test should ideally be like a single change or something that is pretty impactful. Especially if the store has lower traffic, you want to have something that’s big, that’s most likely to be seen and have an impact.

As your business grows in size, it also changes what you’re able to do with your testing, as well as what your main focus is with the testing. When you’re a small store, a lot of your testing is going to be risk-averse.

Like, you read a blog post, you listen to a podcast, and they said ”hey, do this to your store” you’re like, I’m not so sure on that. You should do a test on that, instead of implementing it right away, to make sure you’re moving in the right direction because you’re going to have low traffic.

Tests are going to take a long time, and the purpose of this method is to double-check that something isn’t hurting you, as opposed to just implementing stuff, which can be great if the source is good, but we don’t know which of those things might be helpful in the long run.

We also discussed a few other fun topics, including:

  • How do people get started with A/B testing?
  • Some great examples of BGS A/B testing wins and results.
  • Why does one test often lead people to what the next test should be?

But you’ll have to watch or listen to the episode to hear about those!

How To Stay Connected With Eric Kwoka

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Also, Eric mentioned the following items on the show. You can find that on: