AB testing

Are you curious how top-performing eCommerce stores on Shopify manage to get those high conversion rates? A/B testing, also known as split testing, can help you make data-driven decisions to improve your results. In this blog, we will explore the basics of A/B testing and provide tips for running successful tests.

In this article, we’ll dive into: 

• What is A/B testing?

• How does A/B testing work?

• What are the benefits of A/B testing?

• 10 ideas to A/B test in your Shopify store

What is A/B testing? 

A/B testing is a method of comparing two versions of a website or landing page to determine which one performs better. By dividing your audience into two groups and showing them different versions of your site, you can evaluate which version generates more sales or conversions. A/B testing lets you optimize your website and improve your customer experience.

How does A/B testing work

The A/B testing process involves showing one version (the control) to a subset of users and a different version (the variation) to another subset of users. By analyzing the results of these two versions, you can determine which one is more effective in achieving your desired goal. True split testing measures differences with one variable, that way, you can draw actionable conclusions. 

When it comes to A/B testing, it's important to keep in mind that the goal is not just to improve the performance of your website, but also to gain a deeper understanding of your audience. By analyzing the results of your tests, you can learn more about what your customers respond to and what they don't. This knowledge can then be used to inform future online Shopify store design strategies. 

For example, let's say you want to increase the number of visitors who add products to their shopping cart on your Shopify store: 

• You could create a new version of your product page that features a more prominent "Add to Cart" button or a different product image. 

• Then, using an A/B testing tool, you could randomly show this new version to a percentage of your visitors, while the rest see the original version. 

• The tool will then measure the performance of each version by tracking how many people add the product to their cart and ultimately make a purchase.

The benefits of running A/B testing

One issue that many eCommerce marketers face is that despite drawing a lot of traffic to their Shopify store, the conversion rate of these visitors isn’t as high as they’d like it to be. A/B testing can help you to optimize and build Shopify store pages with data-driven decisions that will increase conversions.

Rather than relying on guesswork or assumptions about what your customers want, you can use hard data to guide your decisions. This can lead to more effective marketing campaigns and a more engaging website experience for your customers.

Another important aspect of A/B testing is that it can help you identify areas where your online store may be falling short. For example, if you notice that a certain version of your site consistently performs better than another, it may be an indication that there are issues with the design, layout, or content of the underperforming version. By addressing these issues, you can create a more effective website.

10 A/B test ideas for your Shopify store

If you’re ready to try split-testing different elements of your store - here is a list of 10 ideas to get you started: 

1. Headlines and subheadings 

Test different variations of your headlines and subheadings to see which ones resonate best with your audience.

Here’s an example of what this could look like: 

• Original: "Fall in Love with our Valentine’s Collection: Shop our Sweet Deals now”

• Variation: "Get Ready to Fall in Love: Shop Our Valentine's Day Collection and Save Big!” 

This example shows a headline/subtext that could work for a holiday campaign. The original uses more metaphorical language and plays on the Valentine’s theme, while the variation focuses more on the big savings. 

2. Call-to-action buttons 

Try different colors, sizes, and wording for your call-to-action buttons to encourage more clicks and conversions.

For example: 

• Original: "Buy Now"

• Variation: "Add to Cart"

“Buy now” adds a sense of urgency which might lead to a more immediate purchase, but “Add to cart” encourages shoppers to continue to fill their basket, but may delay an actual purchase giving customers time to change their minds. 

3. Product descriptions 

Test different lengths, tones, and formats of your product descriptions to see which ones drive more sales.

For example: 

• Original: “Expertly crafted toothbrush for optimal oral care. Achieve a brighter, healthier smile with advanced bristle design.”

• Variation: “Transform your oral care routine with state-of-the-art toothbrush. Remove plaque and bacteria for a radiant smile.”

The original versus variant in this test focuses on the design “expertly-crafted” and “advanced bristle design” versus how the benefits “transform your oral care routine” and “remove plaque and bacteria”.

4. Images and videos

Experiment with different product images, videos, and graphics to see which ones grab your visitors' attention and drive more engagement.

Here are a few ideas to A/B test for product images: 

• Background color: Test different colors behind your product 

• Product angle: See which perspective shows your product in the best view possible (E.g. front-facing versus side-facing)

• Product context: Test to see which context resonates the most visitors (E.g. the product in-use versus on its own)

5. Pricing

Test different price points and pricing structures to see which ones result in the most sales and revenue.

Examples of ways to split-test your Shopify store pricing: 

• Discounts: test different discount percentages (E.g. 10% for the x product versus 15% for y product, which sells through better?). 

• Bundle pricing: test pricing for a few products bought together (Does selling A&B together at $100 lead to more conversions than selling them separately at a higher price?)

• Free shipping thresholds: test to see what threshold encourages consumers to buy more at your store (E.g. free shipping on orders over $50 versus over $100). 

6. Layout and design 

Try different layouts, colors, and fonts to create a more visually appealing and user-friendly webshop. 

For example:  

• Original: White background with black text

• Variation: Light blue background with white text

7. Navigation and menus

Test different navigation menus and page layouts to make it easier for visitors to find what they're looking for.

Examples of ways to optimize your store navigation through testing: 

• Menu layout: Test different menu placements to see which one makes it easier for customers to find what they're looking for. (E.g., you can test a top menu versus a side menu.)

• Number of Menu Items: Test different numbers of menu items to see which one provides the best user experience. (E.g., you can test a menu with many items versus a menu with only a few items.)

• Search Bar Placement: Test different search bar placements to see which one makes it easier for customers to search for products. (E.g., you can test a search bar in the top menu versus a search bar in the footer.)

8. Forms and checkout process

Test different form fields and checkout processes to reduce cart abandonment rates and increase conversions.

Examples of tests for increasing form and checkout process conversion: 

• Form Length: Test different form lengths to see which one reduces the number of abandoned carts. (E.g. A short form with only a few fields versus a longer form with more fields).

• Form Fields: Test different form fields to see which ones increase conversion rates. (E.g. making optional versus mandatory fields)

• Checkout Process Length: Test different checkout process lengths to see which one reduces the number of abandoned carts. (E.g. test a one-page checkout versus a multi-page checkout). 

9. Mobile responsiveness

Test how your website looks and functions on different devices and screen sizes to create a better mobile experience for your visitors.

Examples of tests to improve your mobile responsiveness on Shopify. 

• Responsive Design: Test different designs to see which one is the most mobile-friendly. (E.g. test a design that is optimized for larger screens versus a design that is optimized for smaller screens)

• Image Size: Test different image sizes to see which ones load the fastest and are the most visually appealing on mobile devices. (E.g., you can test using smaller images versus larger images). 

• Page Load Speed: Test the page load speed on different mobile devices and connections to see how quickly your store loads. (E.g. test a variety of factors such as image compression, file size, and server location). 

10. Pop-ups and overlays 

Experiment with different types and timings of pop-ups and overlays to capture more leads and drive more sales.

Examples of tests to improve conversion on Shopify pop-ups and overlays:

• Timing: Test different timing for pop-ups and overlays, such as immediately upon page load, after a certain amount of time, or when the user is about to leave the page.

• Frequency: Test different frequencies of pop-ups and overlays, such as showing them only once per session or showing them on every page visit, to see how often users are willing to engage with them.

• Placement: Test different placements of pop-ups and overlays, such as the top of the page, the bottom of the page, or in the middle of the content, to see which placement performs better.

In conclusion

For each of these ideas for A/B testing, remember to test one variable at a time and monitor your results carefully to determine the best strategy for your store. In summary, A/B testing is a powerful tool for optimizing your Shopify site and gaining insights into your audience. By using this method to split-test different versions of your site, you can make data-driven decisions that lead to better performance, a more engaging customer experience, and a deeper understanding of your target market.