{"id":85493,"date":"2024-03-05T12:10:58","date_gmt":"2024-03-05T06:40:58","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=85493"},"modified":"2026-01-05T12:27:40","modified_gmt":"2026-01-05T06:57:40","slug":"a-b-testing-hypotheses-to-scale-a-b-testing-for-your-ecommerce-store","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/a-b-testing-hypotheses-to-scale-a-b-testing-for-your-ecommerce-store\/","title":{"rendered":"63 A\/B Testing Hypotheses to Scale A\/B Testing for Your eCommerce Store"},"content":{"rendered":"\n

Amazon, Domino’s, Zalora, Apple \u2013 What connects these eCommerce giants across diverse industries?<\/p>\n\n\n\n

They’ve woven A\/B testing<\/a> into their DNA, thriving as hubs for innovation, embracing both success and failure for learning and growth<\/a>. A\/B testing empowers them to make decisions after assessing the audience’s response to changes introduced on their websites. The success of ideas is then measured based on audience reactions. It’s no wonder they attribute a significant portion of their success to A\/B testing.<\/p>\n\n\n\n

Now, many eCommerce companies aspire to test, but they lack a solid starting point\u2014something these big brands have already figured out as is evident by their success. <\/p>\n\n\n\n

Establishing a strong testing program requires a well-defined hypothesis-creation process. Skipping this step leads to guesswork \u2013 a ‘let’s try this and see’ approach. Successful businesses grasp the importance of understanding what they’re doing, why, and the changes they aim to bring about.<\/p>\n\n\n\n

This is where building logical hypotheses<\/a> plays a big role. Linking actions to expected outcomes ensures you know the direction in which your test is going. <\/p>\n\n\n\n

A hypothesis should tell that if you take a certain action, you should see a specific outcome for a particular reason. Constructing hypotheses for tests isn’t rocket science once you grasp the logic behind it and understand how to do it.<\/p>\n\n\n\n

In this blog, we’ve curated 63 hypotheses for eCommerce companies to get started with well-planned tests on their websites. <\/p>\n\n\n\n

Drawing from our successful optimization of over 40 billion experiences through 1.1 million experiments on 450,000+ websites, we present these hypotheses using a proven template that has delivered great results for the best brands we’ve collaborated with.\u00a0<\/p>\n\n\n\n

\"Feature<\/figure>\n\n\n\n

A quick look at a hypothesis template<\/h2>\n\n\n\n

Let’s understand what this hypothesis template comprises. It consists of three parts: The action you need to take, the expected results, and the underlying rationale. Here’s a hypothesis as an example: <\/p>\n\n\n\n

Providing a straightforward, action-oriented CTA copy will increase clicks on the CTA button because visitors can easily understand the next step to take in their journey on a website. <\/p>\n\n\n\n

The simplicity of the instruction will reduce friction that might arise from complex wording. The anticipated outcome is that a clear CTA copy will motivate visitors to take action, ultimately improving the number of clicks on a CTA button. <\/p>\n\n\n\n

\"\u00a0A
 A structure of a hypothesis<\/figcaption><\/figure>\n\n\n\n

This format ensures clarity in understanding the proposed action, the expected outcomes, and the underlying logic in a test idea. By focusing on specific areas for improvement, businesses have a clear-cut plan to start with and can invest time and effort strategically for maximum results.<\/p>\n\n\n\n

1. Image repositioning increases add-to-cart click rates<\/strong><\/h3>\n\n\n\n

Action:<\/strong> Changing the placement of the image will<\/em><\/p>\n\n\n\n

Result: <\/strong>Increase the add-to-cart click rate because<\/em><\/p>\n\n\n\n

Reason: <\/strong>It enhances the visibility of the element and encourages users to click it.<\/p>\n\n\n\n

2. Countdown banner increases conversions<\/strong><\/h3>\n\n\n\n

Action:<\/strong> Showing a sticky countdown banner across the website during the sale period will<\/em><\/p>\n\n\n\n

Result:<\/strong> Increase conversions because<\/em><\/p>\n\n\n\n

Reason:<\/strong> It creates an urgency in the visitors\u2019 minds to purchase items before the sale ends. <\/p>\n\n\n\n

3. Enhanced mobile filter bar for easy navigation<\/strong><\/h3>\n\n\n\n

Action:<\/strong> Positioning a sticky mobile filter bar at the top of the screen, featuring clear and consistent labels will <\/em><\/p>\n\n\n\n

Result:<\/strong> Boost filter usage and conversions. <\/p>\n\n\n\n

Reason:<\/strong> Users will find it more intuitive and accessible, encouraging them to navigate further and increase conversion rates.<\/p>\n\n\n\n

4. Streamlined checkout creates seamless user journeys<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Removing extra steps and guiding customers directly to the shopping cart upon clicking the cart icon will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Result in increased conversion rates. <\/p>\n\n\n\n

Reason: <\/strong>This streamlined approach reduces friction in the user journey, facilitating a quicker and more seamless checkout experience.<\/p>\n\n\n\n

5. Cross-sell section improvement boosts AOV<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Implementing a redesigned cross-sell section on product detail pages will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Boost revenue and Average Order Value. <\/p>\n\n\n\n

Reason: <\/strong>The enhanced presentation encourages customers to add complementary items to their cart. <\/p>\n\n\n\n

Bear Mattress<\/em> increased revenue by 16%<\/em><\/a> through testing this hypothesis on their website. Check out their testing strategy to inspire your own testing ideas.<\/em><\/p>\n\n\n\n

6. Promotional scrolling banner boosts traffic<\/strong><\/h3>\n\n\n\n

Action: <\/strong>A site-wide scrolling banner for special promotions will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Increase traffic to the promotional landing pages because<\/em> <\/p>\n\n\n\n

Reason: <\/strong>This prominent feature attracts attention and generates interest.<\/p>\n\n\n\n

7. Homepage first-fold ensures easy navigation<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Adding more information about services, products, and offerings on the first fold of the homepage will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Increase transactions. <\/p>\n\n\n\n

Reason: <\/strong>This reduces visitors\u2019 cognitive load, helping them navigate and understand the offering, leading to a smoother decision-making process.<\/p>\n\n\n\n

8. Discounts on the checkout page reduce drop-offs<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Offering upfront discount promotions on the checkout page will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Reduce drop-offs.<\/p>\n\n\n\n

Reason: <\/strong>By minimizing uncertainties for users through a transparent pricing strategy.<\/p>\n\n\n\n

9. Revamped site search experience for more conversions<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Improving the experience of the site search bar will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Lead to higher purchases. <\/p>\n\n\n\n

Reason: <\/strong>This is because visitors will easily find what they want, resulting in increased conversions.<\/p>\n\n\n\n

10. Page revamp increases checkout rates<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Revamping a page design with subtle changes will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Boost checkout button engagement.<\/p>\n\n\n\n

Reason: <\/strong>Guiding more users to the checkout page and reducing drop-offs.<\/p>\n\n\n\n

11. Upfront information encourages more purchases<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Displaying the return policy and shipping cost below two main CTAs<\/a> will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Nudge visitors towards completing a purchase.<\/p>\n\n\n\n

Reason: <\/strong>Strategically addressing common concerns and fostering commitment.<\/p>\n\n\n\n

12. Homepage sub-categories enhance access to products<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Showing sub-categories on the homepage<\/a> will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Lead more visitors to the listing pages because<\/em> <\/p>\n\n\n\n

Reason: <\/strong>This direct navigation facilitates quicker access to specific product categories.<\/p>\n\n\n\n

13. Clear CTA copies improve engagement<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Changing ambiguous CTA copies to clear ‘Quick Buy’ and ‘Add to Cart’ will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Encourage visitors to click through to the next page.<\/p>\n\n\n\n

Reason: <\/strong>Providing them with a clearer understanding of the subsequent action.<\/p>\n\n\n\n

14. Enhancing menu improves for engaging experience <\/strong><\/h3>\n\n\n\n

Action: <\/strong>Improving the menu UI will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Lead more users to the product page.<\/p>\n\n\n\n

Reason: <\/strong>Positively affecting eCommerce conversion rates. This enhanced menu design provides a more intuitive and engaging browsing experience.<\/p>\n\n\n\n

15. Prominent review starts boost revenue<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Enhancing the review star size above the text reviews will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Increase value per visitor or revenue per visitor because<\/em> <\/p>\n\n\n\n

Reason: <\/strong>Visitors will be encouraged to take action reading positive feedback. <\/p>\n\n\n\n

RubberStamps, a custom stamp seller, tested a hypothesis on their website, leading to a<\/em> <\/em>33.20% increase in RPV<\/em><\/a>. Explore their problem statement, observations, and learnings in the case study.<\/em><\/p>\n\n\n\n

16. View product button piques visitors\u2019 interests<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Including an extra ‘View Product’ button beneath the main CTA on the product listing page<\/a> will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Motivate visitors aiming to explore the product description page. <\/p>\n\n\n\n

Reason: <\/strong>This additional option caters to diverse visitor preferences and encourages further exploration.<\/p>\n\n\n\n

Watch CRO expert Rich Page examine the live websites of some top eCommerce brands in this webinar. Learn about common mistakes and what you should be doing on your website. <\/p>\n\n\n\n

\"A<\/a>
A VWO webinar on eCommerce teardown<\/figcaption><\/figure>\n\n\n\n

17. Optimizing filters boosts interaction<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Enhancing filter presentation by dividing them into \u2018sort\u2019 and category-specific filters, and keeping them fixed at the top will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Increase visitor interaction with the feature. <\/p>\n\n\n\n

Reason: <\/strong>This improves accessibility and usability, leading to more visitors landing on desired product pages.<\/p>\n\n\n\n

18. Improved search accessibility improves engagement<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Highlighting the search bar so that it opens when the user lands on the website and merges with the top navigation upon scrolling down will<\/em> <\/a><\/p>\n\n\n\n

Result:<\/strong> Encourage visitor engagement<\/a> with the feature. <\/p>\n\n\n\n

Reason: <\/strong>This enhancement improves convenience and visibility, leading to an increased ability to search and find desired products.<\/p>\n\n\n\n

19. Redesigning carousels boosts engagement<\/strong><\/h3>\n\n\n\n

Action:<\/strong> Redesigning an image within a carousel and incorporating a static CTA button at the bottom, which becomes visible only when the page’s CTA button is not, will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Boost clicks on the image. <\/strong><\/p>\n\n\n\n

Reason: <\/strong>This, in turn, will drive more clicks on the main CTA button, as the dynamic design actively encourages interaction and engagement.<\/p>\n\n\n\n

20. Prominent search enhances product discovery<\/strong><\/h3>\n\n\n\n

Action:<\/strong> Making the search bar prominent and displaying popular searches made by others will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Direct visitors to the desired landing pages.<\/p>\n\n\n\n

Reason: <\/strong>Facilitating the easy discovery of relevant content.<\/p>\n\n\n\n

21. Colorful display of USPs attracts attention<\/strong><\/h3>\n\n\n\n

Action:<\/strong> Introducing green color to the icons displaying the USPs will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Create a positive impression <\/strong>because<\/em> <\/strong><\/p>\n\n\n\n

Reason: <\/strong>This color addition attracts attention and conveys positivity.<\/p>\n\n\n\n

22. Layout experimentation improves conversion rates <\/strong><\/h3>\n\n\n\n

Action: <\/strong>Experimenting with page layout, different product images, and various CTAs will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Yield valuable insights for improving conversion rates. <\/strong><\/p>\n\n\n\n

Reason: <\/strong>These tests provide essential data on visitor preferences and how they behave on a website.<\/p>\n\n\n\n

23. Right USP placement guides visitors in their journey<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Showing the USPs in two parts with keywords in the first row and related important content in the second will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Nudge visitors along their journey on a website. <\/strong><\/p>\n\n\n\n

Reason: <\/strong>Highlighting USPs allows visitors to easily understand the benefits offered and proceed confidently in their journey.<\/p>\n\n\n\n

24. Header USP bar encourages conversions <\/strong><\/h3>\n\n\n\n

Action: <\/strong>Adding a USP bar below the header will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Motivate visitors to convert because<\/em> <\/strong><\/p>\n\n\n\n

Reason: <\/strong>This prominent placement brings benefits to visitors\u2019 notice.<\/p>\n\n\n\n

25. Prominent CTA button placement drives checkout <\/strong><\/h3>\n\n\n\n

Action: <\/strong>Adding a CTA button at the top of the mini cart will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Help visitors quickly transition to the cart page because<\/em> <\/p>\n\n\n\n

Reason: <\/strong>This addition streamlines their journey, facilitating a smoother checkout process.<\/p>\n\n\n\n

Grene, a Polish company, moved the CTA above the mini cart, resulting in a<\/em> <\/em>2x increase in the quantity of purchases<\/em><\/a> on its website. Read the case study for more details.<\/em><\/p>\n\n\n\n

26. Enhanced cart layout boosts purchase completions<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Crafting a well-organized layout featuring a ‘remove’ button on the right and displaying the multiplied value of products on the cart page will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Motivate visitors to complete the purchase. <\/p>\n\n\n\n

Reason: <\/strong>This modification results in an enhanced layout that offers detailed information and an intuitive path to conversion.<\/p>\n\n\n\n

27. Prominent CTA positioning spurs visitor interaction<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Implementing bigger CTA buttons will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Motivate visitors to go further down the conversion funnel and complete their journey because<\/em> <\/p>\n\n\n\n

Reason: <\/strong>This prominent button encourages visitor interaction.<\/p>\n\n\n\n

28. Personalized checkout elevates conversions<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Personalizing the checkout page for each visitor based on their country will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Improve conversions because<\/em> <\/p>\n\n\n\n

Reason: <\/strong>Personalization strikes a chord with visitors, making them feel important and valued.<\/p>\n\n\n\n

29. Free shipping promotes upselling<\/strong><\/p>\n\n\n\n

Action: <\/strong>Adding a free shipping strip on the product pages<\/a> will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Result in increased upselling, with the ultimate goal of increasing revenue. <\/p>\n\n\n\n

Reason:<\/strong> This promotional element encourages additional purchases.<\/p>\n\n\n\n

30. Improved homepage navigation boosts engagement<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Improving the homepage layout for better navigation will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Enhance visitor engagement.<\/p>\n\n\n\n

Reason: <\/strong>Making it easy for them to find the products they need.<\/p>\n\n\n\n

31. Add CTAs for increased product page visits<\/strong><\/h3>\n\n\n\n

Action: <\/strong>Adding a CTA to the product listing tiles will<\/em> <\/p>\n\n\n\n

Result: <\/strong>Prompt more visits to the product page. <\/p>\n\n\n\n

Reason: <\/strong>Easy access to CTA enhances product findability and prompts visitors to quickly advance to the next steps in their journey.<\/p>\n\n\n\n

Listen to this podcast episode where experts discuss how to design winning experiments with data-backed hypotheses. <\/p>\n\n\n\n

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<\/div>

Flos USA improved the homepage layout, which increased visits to the category page by 6.77%. They created and tested hypotheses for the full-funnel journey on their website,<\/em> <\/em>improving the checkout rate by 125%<\/em><\/a>. Read the case study to learn how they did it.<\/em><\/p>\n\n\n\n

California-based Best Choice Products tested this hypothesis of making the search bar prominent for its mobile website, leading to a <\/em>30% increase in clicks<\/em><\/a> on the main CTA.<\/em><\/p>\n\n\n\n

Canadian company Hush Blankets redesigned their mobile cart page, increasing visits to the checkout page by 10.52%, resulting in a<\/em> <\/em>23% uplift in revenue<\/em><\/a>.<\/em><\/p>\n\n\n\n