A/B testing is one of the most powerful tools in an ecommerce merchant’s toolkit. It allows businesses to compare two versions of a webpage, product page, or marketing element to determine which performs better.
Yet, many ecommerce brands either run tests incorrectly, interpret results inaccurately, or fail to follow structured testing frameworks—leading to wasted time and resources.
This article outlines nine best practices for running A/B tests effectively, supported by real-world case studies, industry statistics, and actionable insights.
Testing multiple variables at once can lead to inconclusive results because you won’t know which change caused the impact. A/B tests should isolate a single element—such as a CTA button, image, or headline—to produce reliable insights.
A meta-analysis of 2,732 A/B tests found that tests focusing on a single variable provided more reliable insights compared to those testing multiple variables simultaneously.
Clear Within, a brand specializing in skin health supplements, tested a redesigned product page layout that emphasized trust and transparency. By making their hero section more compelling, highlighting key ingredients with clear icons, and refining their call-to-action placement, they achieved an 80% increase in add-to-cart rate.
Running multi-variable tests might seem efficient, but it clouds the ability to pinpoint what actually moves the needle. True optimization comes from controlled, single-variable experiments.
To drive actionable insights, focus your A/B tests on:
The above-the-fold section (the visible part of a page before scrolling) shapes first impressions. Studies show that users form an impression of a website within 50 milliseconds, meaning poorly optimized elements drive higher bounce rates.
Beckett Simonon, a direct-to-consumer footwear brand, took a different approach with its homepage design. Instead of relying on generic product images, they focused on storytelling in their hero section.
The brand incorporated a narrative-driven hero image that showcased craftsmanship, sustainability, and product quality—all core values that resonate with their customers.
This small shift in messaging made a big impact. After testing their new above-the-fold design against a more traditional product-focused layout, Beckett Simonon saw a 5% increase in conversion rates and a 237% annualized ROI. The results highlighted how a homepage that connects emotionally with shoppers can drive stronger engagement and sales.
Another great example is Duradry’s homepage, which is a strong example of effective above-the-fold design. It features:
This structured approach ensures that users immediately understand the product’s benefits and are encouraged to take action without scrolling further.
Optimizing above-the-fold content isn’t just about making a good first impression—it’s about immediately driving action.
To maximize conversions, run A/B tests focused on:
With over 63.38% of global web traffic coming from mobile devices, an optimized mobile experience is essential for ecommerce conversions. However, mobile conversion rates are significantly lower than desktop conversion rates due to UX friction, slow load times, and difficult navigation.
A great example of mobile-first optimization is Blissy, a merchant specializing in silk pillowcases, sleep masks, and bedding accessories made from high-quality 100% pure mulberry silk. The brand directs Facebook traffic to a mobile-specific landing page for their limited-time summer sale. This page balances visuals and concise text to ensure an engaging, friction-free experience. Key optimizations include:
By prioritizing mobile usability, Blissy effectively converts visitors into customers without overwhelming them with cluttered design or unnecessary steps.
Optimizing for mobile isn’t optional—it’s a conversion necessity. With over 63% of web traffic coming from mobile but conversion rates still lagging behind desktop, eliminating friction is key to unlocking revenue.
To drive higher mobile conversions, focus on:
Online shoppers have endless choices, which means they can easily leave a site that doesn’t feel credible and buy from a competitor instead. This behavior is reflected in cart abandonment rates, which average nearly 70% across ecommerce. One of the biggest reasons shoppers abandon their carts is a lack of trust.
Many hesitate to complete a purchase due to concerns about:
To counteract this, brands must proactively build trust at every step of the buyer journey, using social proof, security assurances, and clear customer-friendly policies.
A return policy only works if shoppers can easily find it. If it’s buried in an FAQ or tucked away on a shipping policy page, customers may abandon their purchase instead of searching for the information.
While having return details in multiple places is beneficial, it’s crucial to highlight this information where it matters most—on the product page, right before a customer decides to buy.
For example, Solo Stove prominently features a short, visible snippet about returns and exchanges directly on its product pages. This small addition provides reassurance at a critical moment, helping to push customers toward clicking the “Add to Cart” button.
To eliminate doubts and increase conversions, proactively build credibility at every step of the buyer’s journey.
To strengthen trust, focus on:
Product pages are the last step before purchase, making them one of the most critical areas for conversion optimization. However, poorly structured product pages contribute to 35% of lost sales due to unclear messaging, weak visuals, or misplaced CTAs.
When customers land on a product page, they need immediate clarity on:
High-quality images, engaging descriptions, and strategically placed CTAs guide users toward making a confident purchase decision. Without these elements, shoppers may hesitate, abandon their cart, or seek alternatives elsewhere.
Travel and lifestyle brand Swiss Gear recognized that their product pages lacked a clear hierarchy, making it difficult for shoppers to engage with key information. To improve conversions, they tested several changes, including:
After implementing these refinements, Swiss Gear saw a 52% increase in conversions, with seasonal spikes reaching 137% during peak shopping periods. Their success demonstrated how a well-structured, easy-to-navigate product page significantly impacts buying behavior.
To maximize product page effectiveness, brands should continuously test and refine:
A structured, visually engaging product page removes friction from the buying process, helping customers move seamlessly from interest to purchase.
The Call-to-Action (CTA) button is a pivotal element in driving conversions on your website. Its design, wording, and placement can significantly influence user behavior. For instance, an A/B test conducted by the Obama campaign revealed that changing the CTA text from “Sign Up” to “Learn More” led to a 40.6% increase in sign-up rate, resulting in an additional $60 million in donations.
Similarly, a study analyzing high-converting CTA buttons found that using familiar phrases like “Add to Cart” or “Buy Now” can enhance user engagement, as these terms align with user expectations during the purchasing process.
To optimize your CTAs:
Regular testing and analysis of these elements can lead to significant improvements in conversion rates.
Personalization has become a cornerstone of effective e-commerce strategies. Tailoring shopping experiences to individual user behaviors and preferences can lead to significant improvements in customer engagement and conversion rates. Research indicates that 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Moreover, companies that excel at personalization can achieve a 10 to 15% revenue lift, with the potential for up to 25% in specific sectors. Nextbase, a leader in dash camera technology, wanted to improve conversions for existing customers who had already purchased their main product—a Dash Cam.
Instead of continuing to promote the same product to returning customers, they used Shogun’s Personalization tool to deliver a more relevant experience.
The results were striking:
By simply removing irrelevant content and promoting complementary products, Nextbase significantly improved engagement and sales.
A/B testing personalization strategies can dramatically impact eCommerce success. Test:
Customers now expect tailored experiences—brands that fail to personalize risk losing engagement and revenue to competitors who do.
Making decisions based on assumptions leads to wasted resources and missed revenue opportunities. 50-80% of A/B tests fail to produce conclusive results due to a lack of structured data tracking. Merchants that focus on data-backed testing see higher conversion rates and better customer insights than those relying on instinct.
Implementing a data-driven approach in A/B testing allows brands to make informed decisions, leading to optimized user experiences and increased revenue. By diligently monitoring and analyzing key performance indicators, companies can refine their strategies to better meet customer needs and market demands.
A/B testing is not a one-time process—it’s an ongoing optimization strategy. Winning tests can lead to a short-term lift, but without continuous iteration, conversion rates can plateau. Brands that consistently refine their high-performing variations can achieve up to 25% higher long-term revenue growth.
Even after identifying a winning variation, there’s room for improvement. Small adjustments—such as refining messaging, adjusting button placements, or tweaking personalization tactics—can further enhance results over time.
Optimization doesn’t stop with one successful test. Brands that continuously analyze and iterate on their A/B testing results see sustained improvements in conversion rates, engagement, and revenue.
Now that you know all about the best practices for running A/B tests, let’s go over the process of actually setting up and managing these experiments. The Shogun A/B Testing app makes this remarkably easy:
Step 1. After downloading and installing Shogun A/B Testing, open the app and select the “Create test” button. You’ll find that there are several types of experiments to choose from (you can try out changes to a single page, make adjustments to a template that’s been applied to many different pages, etc.).
Step 2. Configure the settings for your experiment. For example, with a page test, you’ll be able to select which page you want to experiment with, duplicate the design of the page for your new variant, and then make changes to the new variant directly through Shopify’s built-in theme editor.
It’s worth noting that you can target your test to a specific segment of your visitors if you prefer. We mentioned above that you should optimize for mobile users first—so, one way you could use this feature is to build experiments that are only shown to visitors who happen to be using a mobile device.
Step 3. Once you’re done with the settings, you can go ahead and publish your test.
We also mentioned earlier that it’s important to make data-driven decisions with your A/B tests—and Shogun gives you all the data you could ever need. After your experiment has been published, you’ll be able to review metrics such as the add-to-cart rate, conversion rate, total sales, and revenue per visitor for both the original version and the new variant.
This app even keeps track of statistical significance for you, so you’ll know when you should keep waiting to collect more data and when you’re ready to conclude your experiment. You can then decide whether it would be best to go back to the original version or fully implement your new variant.
With its affordable pricing, intuitive interface, and extensive set of useful features, Shogun A/B Testing is the perfect ecommerce experimentation tool for Shopify merchants.
