Ecommerce A/B Tests That Won (and the Best Practices That Lost) | EP 40
What should DTC brands A/B test to increase revenue per visitor?
Test the variables that change how the offer is perceived before you test reassurance. In Brad Ploch's recent split tests, cutting a $279 product's sale price from $229 to $199 lifted revenue per visitor 44%, adding six problem-focused questions to a quiz doubled it, and swapping the post-purchase offer took upsell revenue per visitor from about $2 to $10. Trust signals went the other way: a bolder warranty line cut conversion 7.5%, full reviews lost 10% of profit per session to an AI summary, and USP blocks at checkout changed…
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