A/B testing is a powerful way to optimize your ecommerce site, but sometimes two options aren’t enough to get the full picture.
That’s where A/B/C testing comes in.
By testing three (or more) variants at once, ecommerce brands can make sharper decisions, uncover hidden winners, and speed up learning cycles without wasting valuable traffic. It’s the natural evolution of experimentation for marketers who want to go beyond simple split tests and make strategic, revenue-driving choices backed by real behavior.
Below we’ll break down real-world A/B/C tests from ecommerce brands you can actually learn from. You’ll see what they tested, how the experiments were structured, what worked (and didn’t), and the results they drove. We’ll also explore how you can run these kinds of multi-variant tests using a no-code solution like Shogun.
Use this as a swipe file, inspiration board, and step-by-step blueprint to launch your next round of tests with confidence.
Quickly launch experiments inside Shopify. No code. No guesswork. Just data-backed decisions.
Try Shogun A/B Testing TodayA/B/C testing is a method where you compare three or more versions of a webpage, element, or experience to see which performs best. While A/B testing pits version A against version B, A/B/C testing adds at least one more variant – giving you a broader view of what works.
It’s commonly used when ecommerce teams want to test multiple combinations at once, such as:
Each visitor is randomly shown one variant, and performance is tracked based on a key metric, like conversion rate, average order value (AOV), or add-to-cart rate. After enough traffic, you can see which version wins and why.
| Feature | A/B Testing | A/B/C Testing (Multivariate) |
| Number of variants | 2 | 3 or more |
| Insights | Which one performs best | Which of many options performs best |
| Use Case | Simple yes/no comparisons | Testing combinations or more options |
| Complexity | Low | Moderate to high |
It’s especially useful when you’re not just asking “does this work better?” but rather “which of these is the best path forward?”
Test Setup:
Many ecommerce brands use A/B/C testing to identify which homepage hero setup drives more engagement. In this example, the team tested three full combinations:
Variant A:
Variant B:
Variant C:
Each visitor was shown one of the three versions on page load. The team measured clickthrough rate (CTR) to collection pages and scroll depth.
Why It Matters:
The hero section is prime real estate. It’s the first impression, and what you choose to show there can heavily influence bounce rate and CTR. This test explores visual hierarchy (image style), copy tone (emotional vs. direct), and action-oriented language (CTA strength).
Predicted Insight:
If you’re launching a new collection or want to nudge first-time visitors, aligning all three elements toward clarity + emotional resonance can drive measurable lifts.
Test Setup:
This A/B/C test explores which product page layout drives the most add-to-cart actions on mobile. The team tested different arrangements of content above the fold:
Variant A:
Variant B:
Variant C:
Why It Matters:
Mobile PDPs often suffer from poor layout prioritization. If key trust-building or benefit-driven content is buried, users may bounce before they even see the CTA. This test examines how content hierarchy influences buyer intent.
Predicted Insight:
If your product pages get good traffic but low cart activity, testing layout order – not just button color or copy, can yield higher returns.
Test Setup:
This A/B/C test focuses on optimizing the placement and visibility of the Add to Cart (ATC) button on mobile product detail pages. The team tested how early the ATC button should appear and whether persistent access to it makes a difference.
Variant A:
Variant B:
Variant C:
Why It Matters:
Mobile users scroll more but have shorter attention spans. If the primary CTA isn’t easily accessible, drop-off rates increase. This test isolates whether ATC visibility and location impact conversion behavior.
Predicted Insight:
If you’re seeing traffic but not enough cart actions on mobile, reevaluating CTA access is often one of the highest-leverage changes you can test.
Test Setup
In this A/B/C test, an ecommerce brand ran three variations of email subject lines to recover abandoned carts. The goal was to determine which type of messaging drives the highest open and click-through rates.
Variant A: Urgency-Based
Variant B: Curiosity-Based
Variant C: Discount-Based
Why It Matters:
Abandoned cart emails can recover up to 30% of lost revenue when optimized. But subject lines are the gatekeeper – if no one opens your email, the rest doesn’t matter.
This test helps determine which emotional triggers – fear of missing out (FOMO), curiosity, or incentives, resonate most with your audience.
Predicted Insight:
This type of messaging test can also help inform your tone across SMS and push notifications.
Quickly launch experiments inside Shopify. No code. No guesswork. Just data-backed decisions.
Try Shogun A/B Testing TodayTest Setup:
This A/B/C test explores how the structure of the checkout experience impacts completion rates. The brand tested three formats: a traditional long form, a modern multi-step flow, and an express checkout-first layout.
Variant A: Long Form Checkout
Variant B: Multi-Step Checkout
Variant C: Express Checkout First
Why It Matters:
Checkout is the most critical moment in your conversion funnel. A poor experience here leads directly to cart abandonment. Reducing friction and offering convenience options (like express checkout) can significantly increase completion rates.
Predicted Insight:
Research shows that 18% of cart abandonments are due to a long or complicated checkout process.
Test Setup:
This A/B/C test examines how adding different trust signals to the checkout page can influence user confidence and completion rate.
Variant A: No Trust Badge
Variant B: SSL Badge Only
Variant C: Customer Review + Trust Copy
Why It Matters:
Trust is a deciding factor at checkout. If shoppers don’t feel confident in your store’s security or reputation, they’ll abandon their purchase—especially first-time buyers.
According to Baymard, 17% of users abandon carts because they don’t trust the site with their credit card info.
Predicted Insight:
Test Setup:
This A/B/C test evaluates how the placement of a free shipping message affects customer behavior and overall conversion rate.
Variant A: In Product Description
Variant B: Site-Wide Banner
Variant C: Cart Page Reminder
Why It Matters:
Shipping costs are one of the top reasons for cart abandonment. According to Statista, 48% of U.S. online shoppers have abandoned a cart due to extra costs like shipping fees.
Where you surface the free shipping message can either boost urgency, improve product appeal, or rescue a cart at the last step.
Predicted Insight:
Test Setup:
This A/B/C test evaluates how different types of upsell strategies presented immediately after checkout impact average order value and customer re-engagement.
Variant A: No Upsell Offer
Variant B: Bundle Discount Offer
Variant C: Limited-Time Add-On Product
Why It Matters:
Post-purchase upsells can significantly boost revenue without increasing ad spend. Customers are more likely to purchase again immediately after buying, especially when the offer feels relevant and time-sensitive.
Predicted Insight:
Test Setup:
This A/B/C test explores how different filter types on a product collection page influence browsing behavior and product discovery efficiency.
Variant A: Filter by Category
Variant B: Filter by Best-Sellers
Variant C: Filter by User Reviews
Why It Matters:
Filters are not just functional – they guide how shoppers experience your store. According to Baymard Institute, 70% of users rely on product filters to help them make purchasing. The type of filter you default to can shape perceptions of your catalog and influence conversions.
Predicted Insight:
Shogun A/B Testing stands out for merchants that want to run tests on their storefront. Note: Shogun A/B Testing currently only supports using one variant when running a test through the platform.
Shogun’s dedicated A/B Testing app operates independently from Shogun Page Builder. This gives ecommerce teams more flexibility to run tests directly on their live Shopify storefront – without relying on design tools or bloating their theme.
Unlike general-purpose testing platforms, Shogun’s solution is purpose-built for ecommerce teams running on Shopify. It’s designed to help you test layout changes, messaging, and design elements quickly – without technical bottlenecks.
Native Shopify Integration:
The app connects directly to your Shopify storefront, allowing you to test product, collection, and landing pages using live data—no third-party connectors required.
Visual and Code-Based Editing:
Whether you’re a marketer or a developer, Shogun gives you control. You can create variants with a visual editor or dig into the code with HTML, CSS, JavaScript, and Liquid.
Built-In Statistical Significance:
Shogun handles the math for you. The platform automatically tracks performance metrics and indicates when a winning variant has reached significance – so you can act with confidence.
Instant Deployment of Winning Variants:
Once a winner is clear, you can push that version live in one click – no rework, no duplication, and no development delays.
Instead of relying on guesswork or copying competitors, you can test and validate what works for your store, audience, and products. Testing gives you the data to make smarter design and content decisions – and Shogun gives you the tools to do it efficiently.
Conversion rate optimization isn’t a guessing game. It’s a process. With Shogun, that process becomes streamlined, visual, and backed by data.
Quickly launch experiments inside Shopify. No code. No guesswork. Just data-backed decisions.
Try Shogun A/B Testing Today
