Conversion rate is everything in ecommerce. It’s the difference between people just browsing and people actually buying.
You can guess what works, follow your competitors, or try random ideas but those methods usually waste time and don’t guarantee results. That’s why more Shopify store owners are turning to A/B testing. It’s one of the best ways to learn what works for your store, your audience, and your products.
Instead of relying on luck or copying others, A/B testing lets you make decisions based on real data. This article walks you through what A/B testing is, why it matters, and what areas of your Shopify site you can experiment with to improve your results.
What can you A/B test in Shopify?
There are many things you can test on your Shopify store. Here’s a list that covers both the basics and more advanced, creative ideas you might not have thought of.
1. Copy (Text)
Test different approaches to your written content:
- Headline wording
- Button text (e.g. “Buy Now” vs. “Add to Bag”)
- Product descriptions (length, tone, layout)
- Font size, style, or colour
2. Colours and Themes
Try testing different colour schemes:
- Button colours
- Header, background, or section colours
- Brighter vs. muted palettes
- Colours that better match your brand or audience
3. Images and Graphics
Test how visuals impact conversions:
- Product angles or close-ups
- Lifestyle photos vs. plain backgrounds
- Image placement on the page
4. Page Layout
Structure can affect how people navigate and act:
- Location of your CTAs
- Positioning of product details or reviews
- Grid vs. list view on collection pages
5. Video and Interactive Elements
Use more engaging content formats:
- Add a product video above the fold
- Try video testimonials instead of written ones
- Replace a static image with a short explainer clip
6. Call-to-Action (CTA)
This is one of the most powerful things you can test:
- Button text (“Add to Cart” vs. “Get It Now”)
- Button size, shape, or colour
- Position on the page
- Hover or click animations
7. Personalisation
- Show different homepage messages for new vs. returning visitors
- Use location-specific content or product recommendations
- Add dynamic “recently viewed” or “you may like” blocks
8. Behavioural Triggers
- Trigger pop-ups based on scroll depth, time on page, or exit intent
- Try different timings for newsletter or discount modals
- Show offers when users view multiple items without adding to cart
9. Loyalty Incentives
- A/B test progress bars for free shipping vs. flat text
- Show loyalty perks only to signed-in members vs. everyone
- Offer a special deal to returning visitors only
10. Checkout Experience
- Add a progress bar to your checkout steps
- Test visibility and placement of the guest checkout option
- Use or remove trust badges near the payment section
11. Social Proof
- Move reviews above the fold vs. keeping them below
- Add real-time purchase pop-ups or “X people viewing” messages
- Show low-stock or urgency banners on popular products
12. Upselling & Bundling
- Bundle products and compare with individual item layouts
- Show upsells on product pages vs. cross-sells in the cart
- Use “frequently bought together” sections and test their position
13. Navigation
- Try mega-menus with images vs. simple dropdowns
- Highlight “New Arrivals” or seasonal collections in the nav
- Test sticky headers that follow you vs. headers that scroll away
14. Interactive Features
- Add a product quiz and track how it affects engagement or conversions
- Enable live chat or chatbots vs. having no chat at all
- Test 360° product viewers or interactive size guides
When Should You Run A/B Tests?
A/B testing works best when:
- Your store gets a good amount of traffic (thousands of monthly visits).
- You’re running ad campaigns and want to improve the landing experience.
- You’ve made recent changes and need to test if they’re helping or hurting performance.
If your traffic is still small, you can gather insights through user feedback, session recordings, or small usability tests before diving into A/B testing.
How long should a test run?
Ideally, let each test run for at least two full business cycles (usually 2–4 weeks). This helps you:
- Avoid day-of-week or timing bias
- Capture both casual and high-intent shoppers
- Smooth out spikes from promotions or campaigns
Don’t stop too early. Let the data play out so you’re confident in the outcome.
Always test just one thing per A/B test. If you test multiple changes at once, you won’t know what actually made the difference.
It might feel slow, but this method gives you reliable results that stack up over time and help you build a better store.
Wrap-Up
A/B testing is one of the most powerful tactic Shopify owners can use to improve performance. Whether you’re adjusting your layout, testing headlines, trying a product quiz, or changing your checkout flow, testing helps you make better decisions.
Focus on your high-traffic pages first, keep your tests simple, and always track the data. With every experiment, you’re learning more about what works—and getting closer to building the best version of your store.
