Find the weak points in your sales process
Having an online business means you have a great advantage over traditional on-site businesses: You have access to significantly more data about your customers’ behavior. Tracking on your website will give you an insight into the flow of traffic, which means you can optimize the weak pages. A key figure for such pages is the bounce rate, which indicates how many of your visitors leave the page.
Run a split test
With a split test you can check how customers react to individual elements in your sales process. In such a test, you split your sales process into two lanes and guide 50% of customers to one lane and 50% to the other. The two lanes only differ in one element e.g. the order form. Then you can compare the success rates of both lanes. The split test will alert you to important details that would otherwise have cost you profits and new customers. Test your sales process and optimize it – this way, you can increase the number of your customers and your sales.
1. Make a test payment
You can make a test payment once you have set up your product on Digistore24, together with any add-ons, upsells and downsells. This is why there is the option Test purchase on your order form. Of course, you as a vendor will be the only one to see this, provided you are logged in; your end customers do not see this.
Step-by-step guide: How to get to the option Make test payment
- In the vendor view, go to Account > Products.
- Click on the paper icon of the product whose sales process you want to test. Alternatively, you can click on the pencil icon of the product and then change to the tab Links.
Here you will find the Link to order form. Follow this link and then select the option Test purchase. You can use this option to test the entire sales process – including with all payment plans. As with a real purchase, a confirmation email will be sent to the email address given.
2. Run a split test
As described above, during a split test your customers are directed to two different lanes, with the lanes only differing in one single element. This way, you can test whether a particular element is beneficial to your sales process and can increase your revenue in the long run.
How to run a split test
To run a split test, set up your product twice on Digistore24. Depending on where you would like to test an element, link those two products to different sales pages or order forms. Your sales pages/order forms should differ in only one element. You can test any element e.g. prices, graphics, headlines, colors, texts, videos etc.
Then you have to split your traffic and divide it equally between your two sales pages or order forms. To do this, we recommend you use this Splittest-Tool.
Here you will get to the individual settings
Finally, the analysis of all sales shows you which elements help to increase your conversion rate. To see the analysis of the purchases by product, go to Reports > Analytics in the vendor view.
Analysis with the Tracking key
In case you have tested various sales pages, you can record the conversion rates of those sales pages by using the so-called Tracking key. You attach this as the GET parameter ds24tr to the order form URL that you used to add the buy button on the respective sales pages.
After the product ID, the following will be attached to the order form URL: ?ds24tr=mytrackingkey (replace mytrackingkey with your desired label!) Please only use small and capital letters without umlauts, underscores, hyphens and signs for the tracking key. The tracking key can be up to 127 characters long. You can find more information about this here.
To see the analysis of the purchases by tracking key, go to Reports > Analytics in the vendor view and change to the tab By tracking key.
3. Your most important questions about testing your sales processes
When do I start to get significant results if I run a split test?
In principle, you can run a split test at any time. However, a split test is not statistically significant until one of the two products has been sold approx. 80 times or at least 1,000 visitors have already been on both sales pages/order forms.
Why do I see an affiliate for my test purchase?
This only happens if you have an affiliate cookie on the computer. This means you have previously called up a promolink of the affiliate.
If you want to remove this, please delete the cookies in your browser. After that, you can repeat your test purchase.
A guide on how to delete cookies is available from your browser provider.
How do I stop receiving emails from test subscription purchases?
If you keep receiving emails from us that are order confirmations from test subscriptions, then of course you can stop them by not carrying out any test subscriptions.
- In the vendor view, go to Reports > Transactions.
- Search for the order using either the customer’s last name, email address or order ID. The results will not be displayed.
- Under Actions, click on the magnifying glass icon of each order. This will take you to the order details.
- Scroll down the menu item Journal and click on the button Pause payments for the relevant transaction.