A/B Testing: Ecommerce site’s 3,000 positive comments show why you can’t trust just one test

Tweet You could describe me as a drooling, babbling, incoherent person who can’t find his mouth with a fork and drags himself along the floor to get from point A to point B. But (except for a mistake or two in college), I’ve changed significantly since I was a six-month-old baby. And so have your customers. You test. You learn. You know. But …   A/B or multivariate tests are just a snapshot of customer behavior at one moment in time So to really understand your customer behavior, you must continually test and not think you know the answer because something worked in one test a few years ago. To wit, let me tell you the story of Musicnotes.com, the world’s largest ecommerce sheet music retailer and publisher, with more than 4.5 million customers around the globe. “Actually introducing trustmarks was causing negative impact on our conversion,” Bill Aicher, Chief Marketing Officer, Musicnotes.com, told me when I interviewed him at a Media Center run by MarketingSherpa (sister publishing company to MarketingExperiments) at IRCE. Watch the video interview below, or read on, to learn why trustmarks might have been reducing conversion for this ecommerce site, and the ultimately successful approach the marketing team discovered by not stopping at one test, but continually challenging what they thought they already knew with further tests.   Why were trustmarks reducing conversion for Musicnotes.com? Bill went on to tell me, “Our theory came down to the fact that we’re introducing a question of trust when…
Source: Marketing Experiments
Read the Original Article: A/B Testing: Ecommerce site’s 3,000 positive comments show why you can’t trust just one test