THE A/B TESTING FRAMEWORK WE USE FOR ECOMMERCE

Summary from the TLDR Marketing newsletter

A strong ecommerce A/B testing program should build cumulative customer knowledge instead of treating each test as an isolated win or loss. The framework recommends tagging tests across eight purposes, such as Brand, Product Detail, Price & Value, and Usability, then using results to decide which areas deserve more testing. Replace predictions with questions to reduce bias and produce more useful learning from each test. Track funnel metrics, segment results, and define a specific follow-up test so each experiment informs the next one.