A/B Testing splits shoppers between different versions of the payment page - each with differing skins and layout - in order to generate deep analytic data that can be used to manipulate and optimize the payment page.

Converting an optimal volume of website traffic into successful transactions is a challenge faced by all merchants operating on the Internet, and there are many variables that can influence a shopper's decision to commit to a purchase. With A/B testing, merchants can compare and contrast all variables associated with the payment page - colour schemes, languages, logos, payment methods, page layout - and receive direct feedback on the tactics that work, and the ones that do not.

"The new A/B Payment Testing capability from Adyen has enabled us to split traffic to our payment page so that we can optimise the metrics we care about - conversion, sales and bounce rates," explained Jurgen de Jonge, MD of eSail (www.McGregorStore.com and www.GaastraProShop.com). "For the first time, Gaastra is able to establish specifically what prevents shoppers from completing purchases by testing all variables associated with the payment page. It is an incredibly powerful conversion tool."

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, easy to implement and use, A/B Testing functionality will be available as part of Adyen's 'one stop shop' payment solution.

"The launch of A/B Testing is the latest payment innovation from Adyen. From creating ultra-streamlined single-click payment processing, to generating unparalleled insight into shopper behavior at the checkout stage, Adyen continues to thrust breakthrough after breakthrough into the payment arena," explained Roelant Prins, CCO, Adyen. "A/B testing of payments has not previously been available to merchants and we look forward to working with new and existing clients to implement this next generation payment optimization functionality."