How to conduct AB testing for e-commerce operations

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In recent years, the e-commerce industry has entered a new stage of development. On the one hand, the scale of the e-commerce market continues to expand. On the other hand, emerging e-commerce formats such as live streaming e-commerce, instant retail, and community group buying have emerged strongly during the epidemic, leading to fierce competition among platforms. , the speed of platform replacement is unprecedented. The e-commerce industry has formed a diversified channel competition pattern, which places higher requirements on the operation and service capabilities of e-commerce platforms.

The goal of e-commerce operations is to help merchants or platforms establish connections and maintain relationships with consumers. On the one hand, it is necessary to continuously attract traffic and attract new customers; on the other hand, it is necessary to maintain the relationship with existing consumers, thereby continuously increasing the transaction rate in stores and platforms. Its work covers marketing promotion, event operations, platform management and user services. Under the current situation of this industry, e-commerce operating costs are increasing day by day, users' requirements for operations are increasing, and the market's tolerance for operational errors is decreasing. Reducing the cost of trial and error has become an urgent problem that needs to be solved in the e-commerce operation industry.

AB experiment is a small-traffic random experiment that has been widely used in business application scenarios such as product update iteration and marketing. In fact, AB experiment can also be widely used in the field of e-commerce operations.

So, how should e-commerce operations use AB testing to improve efficiency? Let’s talk about it in detail in this article.

The current work content of e-commerce operations is mainly divided into four aspects: event operations, marketing promotion, store operations and user operations. This article will introduce the specific applications of AB testing in these four work scenarios of e-commerce operations.

AB testing to optimize e-commerce campaign strategies

Event operations need to focus on three points: program planning, copywriting guidance, and effect transformation. The following takes the planning of big promotion activities as an example for detailed analysis.

In the plan planning process, you need to choose the plan that can best attract users to participate in the activity. E-commerce companies need to use the Volcano Engine to optimize plans, select the best plan and carry out subsequent execution.

Activities require copywriting to guide users to participate. Appropriate copywriting and push channels can attract more users to download the APP and participate in the event. E-commerce companies can start AB testing to select the best copywriting, obtain data indicators such as participation rates based on experiments, and select the best push method for pushing copywriting and push channels.

The ultimate goal of the activity is to achieve effect conversion, so it is necessary to select the best product conversion links.

How can products arouse users' interest and then encourage users to purchase additional products? In order to select the optimal product conversion link, AB experiments can be started for different conversion link solutions, and the final decision can be made based on data indicators such as click-through rate and purchase rate.

AB testing to optimize marketing copywriting

The external marketing and promotion of the store focuses on advertising and social media marketing. Operations need to select appropriate channels and methods based on product characteristics and target audience behavioral characteristics to increase brand awareness and user conversion rate.

How to choose promotion channels? What kind of copywriting can better attract the product’s target audience? These are all things that e-commerce operations need to consider.

E-commerce applies AB experiments, sets up experimental groups for different marketing channels and promotion copywriting, and starts AB experiments. Select the advertising and social media marketing methods with the highest conversion rate based on experimental data indicators to improve the store's new acquisition efficiency and conversion rate.

AB testing helps stores refine their operations

On the one hand, store operations need to follow up on the entire process of store merchandise being put on the shelves for sale, and on the other hand, they need to participate in store decoration.

From product selection to final shelving and promotion, AB testing can be applied to improve decision-making efficiency. E-commerce uses AB testing to select the products with the best sales prospects among the products. At the same time, e-commerce companies can set up experimental groups for product sales pages and select the product shelf plan with the highest conversion rate based on experimental data indicators.

In addition, AB testing can also be applied to store decoration to improve efficiency. Start AB experiments for existing decoration plans, and select the best decoration plans based on data such as background click rate and conversion rate.

AB testing improves user operation efficiency

The ultimate purpose of e-commerce operations is to maintain the relationship between e-commerce and users.

One of the goals of user operations is user retention and user recall. Taking user recall as an example, text messages can be pushed to "sleeping" users. To achieve the best user recall effect, e-commerce companies should start AB testing for multiple copywriting and select the best copywriting based on user recall rate and other data feedback.

The purpose of membership operations is to increase the membership growth and retention of the e-commerce platform, thereby increasing the conversion rate. To attract more users to become paying members, you need to provide users with member benefit information that they are interested in. Therefore, it is necessary to apply AB testing, start AB experiments on the member rights plan and the push copy to guide members to activate, and select the best member rights plan and push copy.

AB testing has a wide range of applications in the e-commerce operation industry. AB testing can be applied in multiple work scenarios from event operations to user operations to improve operational efficiency.

Volcano Engine DataTester originated from ByteDance’s long-term accumulation. As an AB testing platform that helps enterprises make scientific decisions, DataTester currently serves hundreds of enterprises including Midea, Get, Kaishu Storytelling, etc., providing business user growth and conversion It provides scientific decision-making basis in various aspects such as product iteration, operation activities, etc., and empowers various industries with mature "data-driven growth" experience.

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