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

Don't spend time testing the minutia, Nemann advised. Look at your purchase funnel, identify where the drop-offs are occurring, then test to see how you can optimize, she added.

Crocs recently tested the impact moving from a five-page checkout to a single-page checkout would have on its business. While not as simple a test to execute as say changing the size or color of a "Add to Cart" button, the effort validated what Crocs already believed — the easier the checkout process, the more conversions the merchant will get. Those who were given a single-page checkout started the purchase process 6 percent more than those with a five-page checkout.