Owners and managers of Amazon conduct thorough testing of any possible innovations. All elements of this Internet platform are brought to a state that fully satisfies the capricious client. No unnecessary, distracting details. Everything is strictly to the point and corresponds to a certain clear structure of the service.
Let's focus on the shopping cart (wish list). The icon-button for going to it is always in the line of sight of a potential Amazon buyer. It offers 5 useful options:
Continue shopping (if no items have been added to the cart).
Find out about current offers (if there is nothing on the list of possible purchases).
Wishlist (also if no items have been added to the cart).
Proceed to checkout (when there are entries in the list of possible purchases).
Log in to complete your engineer database purchase in one click (if there are items in your cart).
Just one movement - and the user sees a scenario that corresponds to the specific situation of the client. The user does not feel stressed and continues to make purchases. All this became possible thanks to A/B testing of the site.
Booking.com
Not far behind Amazon is the popular service for online purchases of books and printed products Booking.com. A/B testing is used here quite widely and allows the portal to maintain successful positions relative to competitors. Even at this minute, the site is testing several hundred innovations.
Although Booking.com has been conducting its research for more than ten years, it does not allow them to rest on their laurels. This approach has a beneficial effect on the popularity and profitability of the project.
For Booking.com, A/B testing is a routine that continues day after day. That’s why the team has ramped up the research speed, set priorities, and focused only on what really matters. Every employee has the right to test any idea they have, because it can have a positive impact on Booking.com. Sometimes, being bold and decisive in making conclusions based on the results of various experiments can influence the attitude of customers towards the service.
Such bold decisions by Booking.com include offers for renting accommodation near holiday hotels, a partnership with the Outbrain project (native advertising), etc. Of course, the project was not without difficulties. Most of the property owners suddenly stopped after the first stage of registration. To solve the problem, the developers began to work together and offered three new versions of the landing page, which included customer ratings, awards, and much more. Booking.com agreed to test them. After a two-week test, the number of registrations increased by 25%. In addition, each of them became slightly cheaper.
To sum it up, we note that A/B testing is a modern and effective approach to project modernization. A huge number of specialists working on websites and portals have the opportunity to work together on the same product based on the results of this study. All this has a positive effect on the results of platform promotion in the markets, on strengthening its positions relative to potential competitors in the chosen field. A/B testing is a useful assistant on the path to great success.