A/B Testing splits shoppers between different versions of the payment page, each with differing skins and layout, in order to generate analytic data which can be used to manipulate and optimise the payment page. A/B testing allows merchants to compare and contrast all variables associated with the payment page including colour schemes, languages, logos, payment methods, page layout and receive direct feedback on the tactics that work, and the ones that do not.
Prior to the general availability of A/B Testing of payment pages, businesses operating online would have to develop their own in-house software to carry out similar test procedures. The newly added, A/B Testing functionality will be available as part of Adyen’s ‘one stop shop’ payment service.
Adyen provides global internet payment and e-commerce services for mid, large and enterprise e-commerce merchants. Adyen’s Internet Payment Solution enables merchant to increase online conversion by optimizing the online payment process.
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