Optimizing user experience and conversion rates through A/B Testing in E-commerce: A comprehensive framework

Dillibatcha, Suhasan Chintadripet (2025) Optimizing user experience and conversion rates through A/B Testing in E-commerce: A comprehensive framework. World Journal of Advanced Engineering Technology and Sciences, 16 (1). pp. 180-215. ISSN 2582-8266

In the rapidly evolving e-commerce landscape, optimizing user experience (UX) and conversion rates is critical for sustaining business growth and enhancing customer satisfaction. A/B testing, a data-driven experimentation method, plays a pivotal role in achieving these goals by allowing e-commerce platforms to test different versions of web pages, products, or marketing elements to determine which optimizes user engagement and increases conversions. This paper presents a novel framework for improving e-commerce optimization by integrating user segmentation, psychological insights, and real-time analytics into traditional A/B testing practices. The proposed framework addresses several limitations of existing models, including issues related to personalization, sample size, and the integration of behavioral psychology. A comparative analysis of the predictive performance of the proposed model versus traditional A/B testing and multivariate models demonstrates significant improvements in conversion rates and user satisfaction. This review also explores the practical implications of the framework for practitioners and policymakers, emphasizing the ethical considerations around user data privacy and the need for a more personalized, data-driven approach to e-commerce. The paper concludes by suggesting areas for future research, including the incorporation of AI and machine learning for real-time decision-making and further exploration of cross-platform testing.