A Comprehensive Guide to AB Testing Product Descriptions

As a growth lead at Pareto, I’ve seen firsthand the power of ab testing for optimizing a company’s growth. AB testing is a powerful tool that allows you to test different variations of a webpage or product feature to see which one performs better. In this guide, I’ll be focusing specifically on AB testing for product descriptions. We’ll cover what AB testing is, why you should do it, how to set up an AB test, what to test, metrics to focus on, and best practices for AB testing product descriptions.

What is AB testing for product descriptions?

AB testing for product descriptions is the process of testing different variations of a product description to see which one performs better in terms of increasing conversions. A product description is one of the most important elements on a product page, as it can make or break the sale. The goal of AB testing product descriptions is to identify the most effective way to communicate the value of your product to potential customers.

AB testing involves showing two different versions of a product description to different groups of users and measuring which version performs better based on a specific metric. The metric could be click-through rate, time on page, or conversion rate, among others. By comparing the results of the two versions, you can determine which version is more effective at driving conversions.

Why should you AB test your product descriptions?

Optimizing your product descriptions can have a significant impact on your conversion rate and overall revenue. By AB testing your product descriptions, you can:

Increase conversion rates: By identifying the most effective product description, you can increase the percentage of visitors who convert into paying customers.
Improve user experience: A well-written product description can improve the user experience by providing valuable information and answering potential questions.
Increase customer lifetime value: By providing accurate and persuasive product descriptions, you can increase the likelihood of repeat purchases and customer loyalty.
Stay competitive: By continually optimizing your product descriptions, you can stay ahead of your competitors and maintain a competitive advantage.

Once you have a system bringing you leads on autopilot, the next step is to start optimizing your funnel. Optimizing your funnel starts by adopting a mindset of ‘this is what I think, but let’s test and see’. Because really, what are the chances that you have nailed the absolute optimal setup on the first try? There’s no chance, which means there is room for improvement, and AB testing is how we improve.

How to set up an AB test for product descriptions

Setting up an AB test for product descriptions involves several steps:

Identify the goal of the test: Before you start testing, you need to identify what you want to achieve. This could be increasing conversions, improving user experience, or increasing customer lifetime value, among others.
Define the hypothesis: Based on the goal of the test, you need to formulate a hypothesis that you want to test. For example, if your goal is to increase conversions, your hypothesis could be that a shorter product description will result in higher conversion rates.
Choose the variation: Next, you need to determine what variations you want to test. This could be different wording, tone, length, or formatting of the product description.
Set up the test: Once you’ve identified the goal, hypothesis, and variations, you need to set up the test using an AB testing tool. There are several tools available, including Google Optimize, Optimizely, and VWO.
Run the test: After setting up the test, you need to run it for a specific amount of time to collect data. The length of the test depends on several factors, which we’ll cover in more detail later.
Analyze the results: Once the test is complete, you need to analyze the results to determine which version performed better. ab testing tools typically provide statistical significance to help you determine if the difference between the two versions is significant.
Implement the winning variation: After identifying the winning variation, you need to implement it on your website or product page.

What to AB test on your product descriptions

There are several elements of a product description that you can test, including:

Headline: The headline is the first thing visitors see, and it can have a significant impact on whether they continue reading the product description or not.
Length: The length of the product description can impact how much information visitors retain and whether they’re willing to read the entire description.
Tone: The tone of the product description can impact the emotional response of visitors and their willingness to convert.
Formatting: The formatting of the product description can impact readability and the amount of information visitors retain.
Call-to-action: The call-to-action (CTA) is the button or link that leads visitors to convert. The wording, placement, and design of the CTA can all impact conversion rates.

When choosing what to test, it’s important to focus on one element at a time to ensure you’re accurately measuring the impact of each variation.

Metrics to focus on while optimizing product descriptions

The metric you focus on while optimizing your product descriptions depends on the goal of the test. However, there are several metrics that are commonly used to measure the effectiveness of product descriptions, including:

Click-through rate (CTR): The percentage of visitors who click on the CTA button or link.
Time on page: The amount of time visitors spend on the product description page.
Bounce rate: The percentage of visitors who leave the website after viewing the product description page.
Conversion rate: The percentage of visitors who complete the desired action, such as making a purchase or filling out a form.

By focusing on these metrics, you can gain valuable insights into the effectiveness of your product descriptions and make data-driven decisions to optimize them.

How long should AB tests run for product descriptions?

The length of an AB test for product descriptions depends on several factors, including the size of your audience, the level of traffic to the page, and the magnitude of the expected effect. As a general rule, tests should run for a minimum of one week to ensure you’re collecting enough data to make an informed decision. However, some tests may need to run for several weeks or even months to ensure statistical significance.

When determining the length of a test, it’s important to monitor the results regularly and make adjustments as necessary. If the difference between the two versions is significant early in the test, you may be able to end the test early and implement the winning variation.

Takeaways and best practices for AB testing product descriptions

AB testing for product descriptions is an effective way to optimize your conversion rate and increase revenue. Here are some takeaways and best practices to keep in mind:

Focus on one element at a time: To accurately measure the impact of each variation, focus on testing one element at a time.
Use statistical significance: Use statistical significance to determine if the difference between the two versions is significant.
Test continuously: Continuously test and optimize your product descriptions to stay ahead of your competitors.
Monitor the results: Monitor the results regularly and make adjustments as necessary to ensure you’re achieving your goals.
Implement the winning variation: Once you’ve identified the winning variation, implement it on your website or product page.

In summary, AB testing product descriptions is a powerful tool for optimizing your conversion rate and increasing revenue. By identifying the most effective product description, you can improve your user experience, increase customer lifetime value, and stay ahead of your competitors. Remember to focus on one element at a time, use statistical significance, and continuously test and optimize to achieve your goals.