Are you ready to take your Shopify store to the next level? Look no further than A/B testing! A/B testing has many benefits, but primarily, it allows you to test different variations of your website and email campaigns and see which one drives the most sales, increases engagement, and boosts conversion. But you knew this already, right?

With so many different elements to consider, the next question is, where do you even begin? Don’t worry; I’ll try my best to help you with that; try to keep up.

In this article, I’ve compiled a list of 15 effective A/B testing strategies for Shopify stores that will help increase sales and boost conversion.

These strategies will help you make informed decisions about your store, from testing different product descriptions to experimenting with different website layouts. So put on your analytics hat, and let’s start boosting those sales!

Before we get into it, let’s discuss two important factors to consider during A/B tests.

  1. It’s essential to consider the statistical significance of the results before making any decisions based on the outcome of the A/B test.
  2. Remember that a split test can take time, and you need to have a significant amount of traffic (a sample size representative of your target audience) to get accurate results.

Headlines and Product Titles

Have you ever been shopping in a supermarket looking for a particular item, but somehow, another product catches your attention, a product you didn’t plan on buying?

That’s an effect that Headlines or Product Titles can have on your store.

With so many options, so little time, and users’ attention span on the decline, you have about 2 to 3 seconds to get your site visitor’s attention with your headline.

A/B testing your Shopify store headlines is an effective way to increase sales and optimize your website. By testing different headlines, you can determine which resonates more with your customers and leads to a higher conversion rate.

Headlines are typically the first thing visitors see when they land on your website, so having a compelling headline can make a big difference in getting users’ attention and driving sales.

Product titles are often the first thing customers see when browsing your product pages, so it’s essential to make sure they are clear, compelling, and accurately describe the product.

Here are some Headline formats that you can A/B Test on your website

Direct Headlines: These types of headlines go straight to the point and state the purpose of your product or website.

Pain Point Headlines: Pain point headlines use keywords and terms related to users’ frustration and challenges. These headlines usually reinforce how the product or brand will solve the users’ problems.

Question Headlines: As the name suggests, they come in the form of questions that are answered when the user clicks on the headline. They usually begin with words like “When”, “How To” “Why”, etc.

Emotional Headlines: These headlines evoke emotions that prompt users to take specific actions, such as clicking the headline or product.

Location-Specific Headlines: These types of headlines are used by businesses that offer services to a specific geographical location. They are also used to target an audience or prospective customers in a specific location.

Product images and videos

Images of clothes on an online shopping store

Depending on what you sell on your Shopify store, you could also A/B test product images and videos.

Using images to showcase your product in action can be an effective way to increase conversions. It’s essential to use different images that highlight various product features, such as different angles and details, to give customers a comprehensive view of what they can expect.

You can also test different video formats, such as product demos, unboxing, or even customer reviews, to see which resonates more with your customers.

Pricing and discounts

Split testing pricing and discounts on your Shopify store can help you increase sales, attract more customers and boost conversion rates.

When you test different pricing strategies, it’s easier to understand your audiences’ spending capabilities and limitations and set prices within their budgets without your products losing value.

For example, you can A/B test different price points, such as offering a higher price for a premium version of the product or a lower price for a limited-time promotion. Additionally, you can test discounts, such as a percentage off or a buy-one-get-one-free offer, to see which is more effective in driving sales.

You can also test the placement of the discounts, such as displaying them on the product page or on the cart page. It’s important to note that pricing is a sensitive topic and can significantly impact your sales, so it’s essential to test different variations and monitor the results closely.

Calls to action (CTAs)

The images above are from the same web page, and the CTAs are used in different landing page sections. “SHOP NOW” and “SHOP THE COLLECTION.”. This shows that you can have more than one CTA with different copies. But how do you know which CTAs to use?

Through A/B Testing

When it comes to A/B testing elements like CTAs, it’s pretty easy to make assumptions because you’ve seen CTAs similar businesses are using, and you think you should adopt the same. In some instances, it may not have the desired effect on your store. This is why it’s important to test

A/B testing call-to-action (CTA) on your online store involves creating multiple versions of your CTA and testing which performs better with your target audience and would ultimately lead them to click on that button.

For example, you can test different CTA text, such as “Buy Now” versus “Add to Cart” or “Learn More” versus “Sign Up Now” to see which one leads to more conversions. Additionally, you can test different colors, sizes, and placement, such as placing the CTA button above the fold or below the fold, to see which one leads to more clicks.


Product descriptions and reviews

Split-testing product descriptions and reviews on your Shopify store can help you improve product performance and customer satisfaction.

By testing different descriptions and reviews, it’s easier to understand your customer’s preferences and tailor the language, tone, and level of detail to match their needs.

For example, you can test different levels of technicality in your product descriptions or other types of reviews, such as video reviews or customer testimonials. Additionally, you can try different review placements, such as displaying them on the product page or in the checkout process.

It’s also important to consider the language and tone you use and the level of detail included in your product descriptions and reviews, as it can significantly impact customer engagement and purchase decisions.

Navigation and menu structure

Top navigation
Side Navigation

How your navigation and menu are structured on your Shopify store can determine whether or not users have a good experience while navigating your website.

You can test different menu layouts, such as a drop-down menu or a side menu, to see which one is more user-friendly and easy to navigate. You can also test different menu categories and subcategories and the placement of the menu on the page. Subcategories are important if your website has a lot of products.

Navigation and menu structure plays a crucial role in the user experience on your website. A clear, intuitive, and easy-to-use navigation can help visitors quickly find what they’re looking for, leading to increased engagement and conversions.


Homepage layout and design

Your homepage or your landing page is often the first point of contact for visitors coming to your website. It plays a crucial role in making a positive first impression and encouraging engagement.

Testing different design elements, such as color scheme, typography, and imagery, you can gain insights into what appeals most to your target audience and create visually appealing and engaging homepages and landing pages.

You can test different placements of crucial information, such as featured products, calls to action, and promotions, to see what works best for you; after all, if you’re running a test, you should explore the most viable options.

A well-designed and well-organized homepage can help visitors navigate your website more quickly and ultimately increase conversions.

Pop-ups and other forms of on-site messaging

A/B testing pop-ups and on-site messaging on your website can help you optimize their performance, build rapport with customers and pass across important information, as seen in the image above.

For example, you can test different timings for displaying the pop-ups, such as immediately upon arrival or after a certain amount of time on the site. There are also different types of pop-ups, such as newsletter signup or promotional offers, that you can test. The messaging, such as the language, tone, and level of urgency used in the pop-up or on-site messaging, is also essential.

Knowing that pop-ups and on-site messaging can greatly impact user experience will help you understand how to effectively use these tools without negatively impacting the customer experience.

Social proof, such as customer testimonials

Social proof can influence customer behavior and increase conversions. Social proof can be in any of the following forms. 

  1. Reviews
  2. Testimonials
  3. Case Studies
  4. Social Media
  5. Celebrity Endorsement

Test different combinations and placements of social proof, such as displaying them on the product page or in the checkout process. You can also try different testimonials, such as written reviews or video testimonials.

It’s important to remember that social proof can greatly impact customers’ buying decisions and can help increase trust and credibility in your brand, ultimately resulting in increased conversions.

It’s also important to consider the authenticity of these proof. When using testimonials, you can test the impact of displaying the customer’s name, picture, or location. However, ensure customers consent to this. I don’t think anyone would appreciate having their name and picture up on a site without prior notice.


Trust badges and security seals.

Trust badges and security seals are powerful tools that can help build customer trust and confidence in your brand. These visual cues, such as a padlock icon or a security certification badge, communicate to customers that their personal and financial information is secure when shopping on your website.

You can test different trust badges and security seals, such as a money-back guarantee or a secure checkout seal.

Trust badges and security seals are important for customer trust and confidence in your brand and for protecting their personal and financial information.

A/B testing different variations of trust badges and security seals can help you find the best way to ultimately leads to increased conversions.

Loading speed and website performance

When a website loads too slowly, I check my internet speed first. If I see that it’s at the right speed, I conclude that something is wrong with the website, and I bounce. That’s minus one potential customer and a plus one to the website’s bounce rate.

Website performance and loading speed are crucial factors that can significantly impact the user experience and conversions. A slow-loading website can lead to higher bounce rates, lower engagement, and fewer conversions.

Test different optimization techniques, such as image compression, minifying code, or using a content delivery network (CDN) to speed up loading times. Additionally, you can test different website design elements, such as heavy animations or videos, to understand how they impact loading speed and website performance.

You can also test different hosting options, such as cloud hosting or dedicated hosting, to see how it affects the website performance and loading speed.

It’s important to keep in mind that website performance and loading speed play a crucial role in the user experience, and it is essential to optimize them to provide a seamless and enjoyable experience to your customers or risk losing customers.


Search functionality and filtering options

If you are a regular amazon shopper or online stores that sells clothing items, you must have observed that these sites seem to similar website layout patterns, where products are arranged according to their categories, making it easy for users to search and locate.

A well-structured search functionality and filtering options can help you improve the user experience on your website.

For example, you can test different search bar placements at the top of the page or in the sidebar. You can also try different search algorithms, such as keyword-based or semantic search, to understand which one is more accurate and efficient.

In addition to this, you can test different filtering options, such as by price, brand, or category, to understand which ones are most useful to your target audience.

A well-designed and easy-to-use search functionality and filtering options can help visitors quickly find what they’re looking for, leading to increased engagement and conversions.


Checkout process and payment options

The image above shows two payment options for customers shopping in the Flourist store store

Customers are usually cautious and wary when it comes to payments on websites. If there are signs that their information or payment might be compromised, this will likely result in cart abandonment. Therefore, you want to go with the most efficient checkout process while providing multiple payment options.

This can be achieved through A/B testing.

You can test different steps in the checkout process, such as the order of the form fields or the inclusion of a progress bar. You can also try other payment options, such as offering multiple payment gateways or allowing guests to checkout.

A well-designed and user-friendly checkout process and offering various payment options can help increase customers’ confidence in the store and make the purchasing process more seamless.

Email capture forms and newsletter signups

Email capture forms and newsletter signups can help you improve your email marketing efforts and drive conversions.

For example, you can test different placements of the email capture forms and newsletter signups, such as on the homepage, product pages, or during the checkout process. Also, you can test different types of forms, such as lightbox or slide-in forms, to understand which one is more effective in capturing email addresses.

Email capture forms and newsletter signups are a great way to build relationships with your customers, keeping them informed about new products, promotions, and events.

Return and refund policies.

I don’t know about you, but returns and refund policies always delight me. Knowing that I can return a product and get my money back encourages me to purchase without worrying about not getting value for my money.

You can test different return timeframes, such as a 30-day or a 60-day return policy. Additionally, you can try different types of refunds, such as store credit or a money-back guarantee.

Return and refund policies play a crucial role in customer satisfaction and can significantly impact customer loyalty. A transparent, fair, and user-friendly return and refund policy can help increase customers’ confidence in your brand and increase conversions.