Optimising merchants conversion rates
Internet payment system provider, Adyen, is launching A/B Testing of payment pages, a new capability designed to enable merchants to optimise conversion rates by testing and measuring different payment pages (view press release). A/B Testing splits shoppers between different versions of the payment page in order to create analytic data that can be used to manipulate and optimise the payment page. Converting an optimal volume of website traffic into successful transactions creates many issues for merchants when operating on the internet, and there are many variables that can influence a shopper’s decision to make a purchase. A/B Testing allows merchants to compare and contrast variables associated with the payment page including colour schemes, languages, logos, payment methods, page layout, and receive feedback on the tactics that work, and the ones that do not.
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