A/B testing helps you compare two versions of your site to see what works best. By testing small changes – like button placements or headlines – you can boost sales, reduce bounce rates, and enhance the shopping experience. Here’s what you’ll learn:
- What to test: Product pages, homepage, checkout flow, and pricing strategies.
- How to plan tests: Set clear goals, use tools like Google Analytics or heatmaps, and focus on metrics like conversion rate and average order value.
- Best tools: Shopify-friendly options include Shoplift, Trident AB, and Intelligems.
- Avoid mistakes: Ensure proper traffic allocation, run tests for 7–14 days, and aim for statistically significant results.
For example, brands like Dr. Squatch increased revenue by 54% with a simple quantity selector test. Follow these steps to make data-driven improvements and grow your store.
How to Run A/B Tests on Shopify to Increase Sales
Planning Your A/B Tests
When it comes to improving conversions on your Shopify store, planning your A/B tests is a must. A well-thought-out plan ensures your experiments yield actionable insights.
Set Goals and Test Ideas
Start by using the Testing Trifecta framework. This method combines three key areas – quantitative research, qualitative insights, and technical analysis – to uncover opportunities for optimization.
| Type | Tools | Observations |
|---|---|---|
| Quantitative | Google Analytics, Heatmaps | Traffic patterns, drop-off points |
| Qualitative | Customer interviews, Session recordings | User behavior, pain points |
| Technical | Site audits, Performance metrics | Speed issues, technical barriers |
Formulate your hypothesis in this format: "Because [data/feedback], expect [change] to boost [metric]." For example, Dr. Squatch noticed customers often purchased multiple soaps. They hypothesized that adding a quantity selector would increase average order value. This led to a measurable boost in conversions .
Once you have your ideas, decide which metrics will define success.
Pick Success Metrics
Choose metrics that directly affect your revenue. Here are some key ones to track:
- Conversion Rate: The percentage of visitors who complete a transaction.
- Average Order Value: Tracks changes in how much customers spend per cart.
- Page Load Speed: Even a 100ms improvement can boost revenue per session by 0.7%, as shown by Zalando .
- Engagement Metrics: Includes time spent on a page and user interactions with your site.
With your metrics in place, the next step is picking the right tools to run your tests.
Choose Testing Tools
Pick tools that work seamlessly with Shopify and match your technical requirements. Two popular options are:
Shoplift: Perfect for theme-based A/B testing, this tool has delivered impressive results for merchants:
- Built For Athletes saw a +25.1% increase in mobile conversion rates.
- &Collar reported a 20% boost in revenue per visitor .
"We’ve worked with every major A/B testing tool and Shoplift offers by far the best combination of performance and simplicity. It feels like a natural extension of Shopify, rather than a clunky add-on or workaround."
– Pete Hardie, Co-Founder of Bonshore
Trident AB: Known for its simple interface, Trident AB is ideal for quick test setups. It specializes in landing page variations and element testing, making it a great option for stores new to A/B testing .
Setting Up Tests
Run A/B tests on Shopify by configuring tools, creating test versions, and tracking performance metrics.
Install Testing Tools
Shopify offers several A/B testing tools that are simple to set up:
| Tool | Installation Method | Key Features |
|---|---|---|
| Intelligems | One-line code snippet | AI-powered editor, no coding needed |
| Visually | App store integration | Visual editor, theme testing |
| Elevate | Direct app install | Price testing, analytics dashboard |
Important: Install only one tool at a time to avoid conflicts. Intelligems stands out with a 4.8/5 rating for its ease of use .
"Really an excellent app, so easy to use and capable of so many crucial tests – all easily done within the app (no need for coding or tech skills)." – Enhance Active
Once the tool is installed, you’re ready to create test variations.
Build Test Versions
After installation, start designing your test versions. Keep consistency in mind while creating variations.
Theme Tests
Duplicate your current theme to preserve the original. These tests affect the site globally, including:
- Navigation structure
- Header and footer layouts
- Product grid displays
- Call-to-action placements
Product Page Tests
Focus on high-impact elements like product descriptions, image galleries, price displays, and add-to-cart buttons.
Checkout Flow Tests
Experiment with checkout layouts to reduce friction. Test elements such as:
- Form field arrangements
- Progress indicators
- Payment option displays
- Shipping information presentation
Set Up Analytics
Proper analytics setup is crucial for measuring test outcomes. Track these metrics:
| Metric | What to Track | Why It Matters |
|---|---|---|
| Primary Metrics | Conversion rate, Revenue per visitor | Direct impact on revenue |
| User Behavior | Time on page, Scroll depth | Measures engagement |
| Technical Data | Load times, Error rates | Assesses performance |
| Segment Data | Device type, Traffic source | Reveals audience insights |
Segment your data by categories like:
- New vs. returning visitors
- Device types (iOS, Android, Desktop)
- Traffic sources (organic, paid, social)
- Browser types (Chrome, Safari)
"The app is incredibly intuitive, making it easy to create sleek, on-brand pages and updates – no coding required"
Double-check your analytics configuration before launching tests and monitor daily to address any tracking issues.
Managing Active Tests
Once your tests are set up, it’s crucial to monitor them closely to gather insights you can act on.
Split Traffic Correctly
How you allocate traffic can make or break your test’s accuracy. For decisions that require long-term changes, manually splitting traffic is the way to go. This ensures you achieve statistically sound results.
| Allocation Method | Best For | Key Benefit |
|---|---|---|
| Manual 50/50 Split | Long-term changes | Ensures statistical accuracy |
| Automatic (Multi-armed) | Short-term tests | Focuses on faster outcomes |
"Manual allocation should be used when statistically significant results are required for making the decision to carry out a stark permanent change to the website, and time is not of the essence." – Yaniv Navot, CMO, Dynamic Yield
Once traffic is allocated correctly, be prepared to address common testing mistakes.
Avoid Common Mistakes
Did you know only 12.5% of A/B tests produce meaningful results ? To improve your odds, steer clear of these common errors:
- Sample Size: Use a statistical significance calculator before starting to determine how much data you need.
- Duration: Run tests for at least 7–14 days to account for variations in traffic and behavior.
- Environment: Stick to one test at a time and keep an eye out for technical glitches or seasonal trends.
Check Test Validity
After avoiding the usual pitfalls, confirm your results are trustworthy by focusing on these key points:
- Ensure the p-value is ≤ 0.05.
- Meet the required sample size.
- Run the test through a full business cycle.
- Eliminate the influence of major external factors.
"Statistical significance tells you if you can trust the observed results or not." – Uwemedimo Usa and Karim Naufal
For deeper insights, break your data down into segments like mobile vs. desktop users, new vs. returning customers, traffic sources, or geographic locations. Keep a detailed record of your findings to inform future testing strategies.
Using Test Results
Read Test Data
Dive deeper into your test data to uncover more than just win/loss outcomes. Breaking the data into different user segments can help reveal patterns and opportunities you might otherwise miss.
| Metric Category | Key Metrics to Track | Why It Matters |
|---|---|---|
| Sales Performance | Revenue, AOV | Tracks direct business impact |
| User Engagement | CTR, Scroll Depth, Session Duration | Highlights content effectiveness |
| User Experience | Bounce Rate, Goal Completion | Reflects usability improvements |
Segment your results by factors like device type, traffic source, user status, location, or browser. Once you’ve got a clear picture, you can move forward with applying what you’ve learned.
Apply Changes
Once a variation is proven successful with 95% significance , roll out the changes across your platform. For example, SplitBase helped hair extension brand INH improve their conversions by 26% by testing different ways to showcase product usage. They pinpointed customer confusion and experimented with formats, ultimately finding that using three GIFs boosted both conversion rates and ROAS .
To implement changes effectively:
- Document the original version and the planned updates.
- Schedule updates during periods of low traffic.
- Keep an eye on key metrics after making the changes.
- Save backup copies of the original versions, just in case.
Plan Future Tests
Create a testing calendar and keep a detailed archive for each test. Include the hypothesis, screenshots, results, insights, segment performance, and ideas for future experiments. This will make planning your next steps much easier.
Next Steps
Main Points Review
Running successful Shopify A/B tests requires a structured and data-focused approach. Each step plays a key role in improving your conversion rates:
| Testing Component | Key Factors | Measurement Goals |
|---|---|---|
| Planning | Set clear goals, focus on one variable | Defined KPIs, strong hypothesis |
| Implementation | Ensure enough sample size, run tests for the right duration | Achieve statistical significance |
| Analysis | Use segmentation, review all data thoroughly | Measure revenue changes, conversion improvements |
| Action | Document findings, implement changes carefully | Track success of rollouts |
For example, Obvi saw a 7.97% boost in conversions by simply adding a countdown timer to their discount popup . These steps, when executed well, can pave the way for even greater growth through targeted strategies.
Expert Help Options
If refining your A/B testing strategy feels overwhelming, reaching out to experts can make a big difference. As Peep Laja from CXL explains:
"A/B testing is a part of a bigger conversion optimization picture. In my opinion, it’s 80% about the research and only 20% about testing. Conversion research will help you determine what to test to begin with."
Consider professional help for:
- Technical expertise to ensure tests are coded correctly and work across all devices
- Advanced data analysis to turn results into actionable insights
- Strategic advice on prioritizing tests and refining methodology
- Support in building a data-driven testing framework
For tailored technical solutions and strategic testing support, E-commerce Dev Group provides services designed to help you get the most out of your Shopify store’s A/B testing efforts.
