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10 Best Shopify A/B Test Examples [2025]
Introduction
A/B testing is a tool to enhance your eCommerce brand’s conversion rate and performance.
But before you use this tool — you need to know when, where, what, and how things need to be tested. If you’re feeling stuck on what to test on your Shopify store, you’ve just landed at the right place.
In this blog post, we’ll help you with real-life A/B test examples and actionable ideas to implement for your Shopify store. Also, we’ll cover the important pages and sections on your website that are significant from an A/B testing perspective.
Let’s get started with some basics first!
What is an A/B test in eCommerce?
A/B testing — also known as split testing — is a technique in which two (or more) versions of the same webpage are displayed to different visitors to decide which one performs the best for a defined business goal.
Now, the goal of an A/B test may vary from business to business or even scenario to scenario within a business. For example, a clothing brand may want to perform an A/B test to increase sales. A food brand may want to run an A/B test to convert regular customers into monthly subscribers.
In a nutshell, most eCommerce brands leverage A/B testing to increase their conversion rate by making their web or landing pages more appealing. But A/B testing can be performed on various other channels, including the mobile app, email marketing, social media ads, etc.
With all that said, for this article, we’ll mainly focus on A/B testing examples for your website or landing pages.
Key Pages and Sections to Conduct A/B Testing
Your entire website is the broad scope of A/B testing, covering several opportunities to test different sections, elements, copy, images, etc.
But like most eCommerce brands, your focus may be on improving the conversion rate, because that’s what will help you increase your revenue and profits, right? So, let’s briefly review the key pages and sections that influence the conversion rate.
Product Page
A product page is one of the most crucial pages on your eCommerce store. After all, that’s where the deal is either closed or the customer leaves your store. Meaning, it has a direct impact on conversion.
Here are the key sections on your product page that can be A/B tested:
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Product title
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Primary product image
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Offer: Discount, bundle, or subscription offer
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Social proof, trust badges, and product reviews
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CTA button (Add to Cart/Buy Now button)
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Product description/copy
Homepage
While the homepage may not directly affect your conversion rate, it still plays a pivotal role in building your brand’s image. As an exception, you may have featured products on your homepage, which may directly impact the conversion rate.
Also, it’s the central page of your website that drives navigation to other pages of your website. For example, in the hero section of your website, you should have a CTA that leads the website visitor to your best offer, collection, or product. How and where it should be placed can be A/B tested.
Here are the important sections of the homepage that could be A/B tested:
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Featured products & collections
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Visual design
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Heading & sub-heading copy
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CTA buttons
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Email/SMS signup box
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Quiz
Landing Page
When running marketing or ad campaigns, you’re likely to send traffic to a special landing page to present your offer with an appealing design. That’s why it’s crucial to make sure your landing page is designed for high conversion.
Pro tip: Use GemPages — a landing page builder app — to create high-converting landing pages. GemPages offers a variety of professionally designed templates that make your job faster and easier.
The section to be tested on the landing page would be almost similar to that of the homepage and product page.
Cart & Checkout Pages
When a customer is on a cart or checkout page, that customer is just a step away from completing the purchase. You must ensure that your cart and checkout pages are optimized for conversion.
That’s why these two pages are also quite crucial when it comes to conversion optimization with different experiments. Here are some important conversion-focused elements that can be covered under your A/B test:
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Free shipping offer/badge
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Other discount offers
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Trust badges
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30-day return policy
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Secure and fast payment options
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Progress bar
On top of that, you can also A/B test upselling and cross-selling opportunities.
Real-Life eCommerce A/B Test Examples
1. Oransi — A/B testing user-specific product descriptions
Now, let’s review how Frictionless Commerce, a Shopify conversion optimization agency, helped Oransi increase the conversion rate by 33.17%.
The challenge: The content length for product descriptions must consider customers’ time constraints. While some shoppers prefer to read detailed descriptions, some don’t want to read lengthy content. The challenge was to cater to both types of shoppers.
Hypothesis created by Frictionless Commerce:
"Our thesis was that some people who land on this EJ120 page will have time and want to read all the technical specs (MERV17 rating, quiet German motor tech, 0.3-micron filtering). Riveting for some. Others wouldn’t have a lot of time and would just want the most important details."
The results: After 4 weeks of testing, variation 4 came out as a winner with 33.17% improvement in the conversion rate.
2. Live Bearded — A/B/C test example for cart page
Live Bearded is a premium beard care & grooming brand. In this example, we’ll see how Fuel Made — a Shopify & Klaviyo agency — ran a test for Live Bearded and helped them increase the conversion rate.
The challenge: Anthony Mink, the CEO of Live Bearded, confirmed they had tested a slide-out cart a few years ago and ended up bearing a huge loss at the time. Fuel Made wanted to design the same feature, but they ran a test to ensure it would not adversely impact their conversion rate.
So, they compared three different variants of the cart, meaning the original cart page along with two different versions. Thus, this could be called an A/B/C test.
The results: Upon completing the test, the slide-out cart, combined with iconography and trust badges, came out as a winner. It showed an increase in the baseline of up to 18%.
On top of that, an even more amazing outcome was that the checkout completion rate showed an increase in the baseline of up to 40%.
3. Telekom Romania — A/B testing example for the contact form’s copy
Now, let’s take a look at Omnivert’s A/B test case that helped Telekom Romania — a mobile network company.
The problem: During the initial website audit of Telekom Romania, Omniconvert found that various service and product pages were cluttered with multiple links and elements, causing distractions. As a result, visitors would bounce off the page without any conversion.
Telekom Romania needed to enhance its lead generation element, with a better copy, and gather email details with ease.
The experiment: Since the contact form was placed below the fold, Omniconvert worked on making it more attractive to grab the attention of visitors. Thus, Omniconvert came up with the following hypothesis that focused on customer-centric messaging:
“Changing the Call-To-Action (CTA) button and the message copy in the contact form will generate more leads for the call center.”
Mainly, two changes were introduced in the variation:
1. The copy focused on solving the customers' concerns by assuring them that Telekom will provide the required assistance.
2. The CTA button copy was changed from “Order Now” to “Yes, call me”.
The results: The traffic was distributed equally (50/50) between the control (original webpage) and the variation (the new page with enhanced copy). The test was run for 18 days until the variation achieved the statistical significance of 99.93%.
The lead rate was increased by 38.89%, and 30% more leads were collected through the new contact form.
4. Scratches Happen — A/B/n testing with value props on the cart page
OuterBox — a results-driven digital marketing agency — shows a great example of how the cart page can be enhanced with a proper test. OuterBox helped Scratches Happen, a brand offering touch-up paint kits, perform an A/B/n test to enhance its cart page design.
The problem: The cart page did not show a hierarchy of importance and other content elements that could boost customers’ confidence to go for the purchase.
Solution: OuterBox reorganized the cart content elements and repositioned the CTA element further above.
Also, as you can see in the variant below, they placed trust badges to increase the trustworthiness.
The result: The brand saw a 7.9% increase in the progression rate to checkout.
5. AliveCor — A/B testing for a new product launch
Here’s one more great example from Omniconvert for an A/B test done with AliveCor, a mission to transform cardiovascular care with its AI-enabled medical devices.
The Challenge: Promote AliveCor’s newly launched product, KardiaMobile Card, without it overshadowing other products available on the website. As this was a completely new product launched by the brand, Omniconvert didn’t have historical data to support the experiment.
Hypothesis created by Omniconvert: “By adding a “New” badge on the KardiaMobile Card product detail page and the product tile from the listing page, we should see an increase in the Conversion rate across all devices.”
The results:
At the end of the test, it was found that the "New" badge helped increase the conversion rate by 25.17% as well as revenue per user by 29.58%, and that too, on both desktop and mobile devices.
Shopify A/B Test Examples | Hypothetical Examples
Now, we’ll review some hypothetical examples to help you imagine the possibilities of A/B testing some of the most crucial elements of your Shopify store.
6. Hydrant — Homepage above-the-fold elements
When you land on any website, the upper section you see (before scrolling down) is the above-the-fold section. Since this is the first part of your website that most visitors would notice on your store, it’s incredibly important to nail it.
That’s why you may need to perform an A/B test to enhance your above-the-fold section — and eventually, increase the conversion rate and revenue.
Hydrant has a beautiful website design with mild and eye-pleasing colors. However, if you look at the announcement bar, there’s an area of improvement. The texts are barely readable or noticeable due to small font size and weak color contrast.
Let’s say the brand wants to perform an A/B test on the above-the-fold section, it can create a variant with a new announcement bar design that could easily draw the attention of the visitors.
Pro tip: While we’ve seen many examples of various website elements that can be tested, keep in mind, your decisions have to be backed with data. Don’t just make assumptions based on what you feel. Leverage the historical data about metrics, customer behavior, heatmap analysis, and so on.
7. Ruggable — A/B test example to validate pop-up fields
Pop-ups are a great tool for eCommerce brands that offer multiple benefits, such as building email and SMS subscriber lists, recovering abandoned carts, and increasing conversion rate.
But it’s quite important to get it right, or else, you could annoy your customers.
Let’s take Ruggable’s pop-up, for example. The pop-up on Ruggable’s website takes customers through two steps: 1. To insert an email, and 2. To insert a phone number. Now, the logic could be to make the customer at least sign up with an email when they’re not willing to insert a phone number.
But Ruggable could validate if they’re losing on complete signups due to the two-step process. The brand can run an A/B test with a variant that covers both email and phone number fields on the first window itself.
8. Twice — A/B testing trust badges on the product page
Let’s take a look at this product page on Twice’s website. The right side section is full of text information. The brand can A/B test with another product page version with trust badge icons and move the “Product Info” section below the trust badges.
9. Magic Spoon — AB test example of a featured product CTA
Most visitors land on your homepage first. You must display your bestseller product or best offer in a featured section on your homepage. If that doesn’t convert well, you can always experiment with the design or copy elements.
For example, Magic Spoon has a featured product, which is a bundle of six boxes. The CTA is short and simple — “TRY NOW” — and the color contrast could be further enhanced.
For example, a suggested variant could be with a gradient color scheme, a longer button, and create copy like — “TASTE THE MAGIC”. This is just a demo variant focusing on the CTA. You could think of other creative elements you could add to the section and experiment with them.
10. Raycon — Footer email signup section
Many eCommerce brands take the footer section for granted. You can leverage this important section for various purposes, such as getting email subscribers, inviting visitors to follow you on social media, sharing your loyalty program, and so on.
Raycon presents an email signup CTA with a wide box. It makes the email signup section noticeable. But as you know, there’s always a scope of experimentation in eCommerce.
There are multiple ways this section can be changed/enhanced through A/B testing:
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Separate the block with a different color scheme or border
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Add a phone number field next to the email field
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Offer an incentive (discount offer) for subscription
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Create a creative CTA button
You could even run a multivariate test to experiment with various combinations.
Benefits of A/B Testing
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Increase Your Conversion Rate:
One of the main benefits of your A/B testing strategy is to increase your conversion rate through experiments. When something’s not converting as expected, A/B testing comes in as a handy tool to identify and fix the issue.
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Boost Your Revenue & Profit:
Higher conversion rate leads to more sales with relatively fewer expenses. Meaning, you’re not only increasing your overall revenue but also gaining a healthy profit margin.
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Enhance the User Experience (UX):
The aim of A/B testing may not always be about revenue or profits. You could even focus on enhancing your site’s user experience. For example, you may want to A/B test your FAQs section with the purpose of making it easier for customers to get the answers.
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Boost Site Performance Metrics:
A/B testing can also help you with other site performance metrics such as bounce rate, engagement time, email marketing signups, and so on. These are all critical elements for the growth of your business.
Start Your First A/B Test Campaign Now!
You can A/B test almost every aspect of your eCommerce website.
But the point is — you should test the areas that have maximum impact on your store’s conversion rate or other significant aspects such as user experience or engagement.
Also, it’s imperative to choose a reliable A/B testing tool. With years of experience and expertise in CRO and A/B testing, we’ve created the GemX: CRO & A/B Testing app that can help you resolve all your concerns.
Yes, GemX is a powerful A/B testing tool that can help you test your Shopify store pages, landing pages, and even dropshipping products — and it works with popular Shopify page builder apps as well.
To learn more about other eCommerce marketing strategies, trends, and best practices — check out more resources on the GemPages Blog. Also, join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.
FAQs About A/B Testing on Shopify
