Crocs, Aritzia Use A/B Testing to Optimize E-Commerce Businesses

The test required just one day to two days of development time and was deemed a success, said Keller. Even if a test doesn't yield the result you thought it would, it can still provide valuable data that can help guide decisions, he added.

For example, a test in which Aritzia's hypothesis proved to be wrong was the value of adding a mini summary to its bag/cart page. The retailer theorized that the percentage of visitors who would leave the purchase funnel would increase by adding a mini summary to its bag page. Aritzia tested this and found the opposite to be true — 3 percent more people who saw the mini summary completed their purchase.