A/B Testing for Shopify: How to Optimise for More Sales A/B Testing for Shopify: How to Optimise for More Sales A/B Testing for Shopify: How to Optimise for More Sales


When running a Shopify store, every small change can impact your sales. But how do you know which changes will actually improve conversions and which ones will hurt them? That’s where A/B testing comes in.

A/B testing (also known as split testing) helps Shopify merchants make data-driven decisions by comparing two versions of a webpage, product page, or checkout flow to see which performs better. By continuously testing, you can optimise your store for more sales, higher engagement, and better customer experience.

In this guide, we’ll cover:

✅ What A/B testing is and why it matters for Shopify
✅ Key areas to test for higher conversions
✅ Tools to run A/B tests on Shopify
✅ Best practices for running successful tests

What is A/B Testing?

A/B testing involves creating two versions of a webpage, with one small difference between them, and splitting traffic evenly to measure which performs better.

For example, you could test:

  • Two different call-to-action (CTA) buttons (e.g., “Buy Now” vs. “Add to Cart”)
  • A product page with reviews above the fold vs. below the fold
  • Two different discount offers (e.g., 10% off vs. £5 off)

By analysing metrics like conversion rate, bounce rate, and average order value (AOV), you can determine which version is more effective and implement the winning variant.

 

 

Why is A/B Testing Important for Shopify Stores?

Without testing, you're guessing what works instead of using actual customer data. A/B testing helps you:

📈 Increase Sales – Small tweaks can lead to big revenue gains.
🎯 Understand Customer Behaviour – Learn how shoppers interact with your site.
🔎 Reduce Abandonment – Optimise checkout to reduce cart abandonment.
🛠 Make Data-Driven Decisions – Avoid subjective design choices and rely on real results.

Many Shopify merchants assume they need a full site redesign to improve conversions, but often, small changes based on A/B testing can deliver massive improvements.

The below is a prime example of this, where we created a simple test for our client, swapping the product image with a slightly different variation. The result? An estimated additional £27,000 in revenue per month!


 

 

 

Key Areas to A/B Test in Your Shopify Store

Here are some of the most impactful areas to run A/B tests:

1️⃣ Product Pages

  • CTA Button Text (e.g., “Buy Now” vs. “Get Yours Today”)
  • Product Image Order (e.g., lifestyle photos first vs. product-only photos first)
  • Pricing & Discounts (e.g., “£10 off” vs. “10% off”)

2️⃣ Checkout & Cart

  • Guest Checkout vs. Account Signup
  • Express Checkout Buttons (Apple Pay, PayPal) On vs. Off
  • Free Shipping Threshold (£50+ vs. £75+)

3️⃣ Homepage & Navigation

  • Hero Banner Copy & Call to Action
  • Menu Structure (e.g., Collections vs. Product Categories)
  • Trust Signals (Badges, Reviews, Social Proof)

4️⃣ Email & Popups

  • Exit-Intent Popups (Discount vs. Free Shipping Offer)
  • Email Subject Lines & Send Times
  • Abandoned Cart Email Design & Copy

 

 

Best Tools for A/B Testing on Shopify

A/B testing isn’t built into Shopify by default, but you can use third-party tools to set up and manage tests.

1️⃣ Intelligems (intelligems.io)

  • A/B test pricing, shipping thresholds, and discounts
  • Easily integrates with Shopify
  • Provides revenue impact insights

2️⃣ Google Optimize

  • Free tool for testing page elements
  • Requires manual setup with Google Tag Manager

3️⃣ Optimizely

  • Advanced A/B testing for Shopify Plus stores
  • Ideal for testing complex UX changes and personalisation

4️⃣ Convert.com

  • Good for mid-sized and enterprise stores
  • Advanced segmentation and reporting

For Shopify merchants, Intelligems is a top choice as it’s built specifically for eCommerce and allows testing on pricing, discounts, and shipping strategies—key areas that impact revenue.

 

 

Best Practices for A/B Testing on Shopify

✅ Test One Change at a Time – If you change multiple elements, you won’t know which one caused the difference.
✅ Let the Test Run Long Enough – Aim for at least two weeks or until you have statistical significance.
✅ Track the Right Metrics – Focus on conversion rate, revenue per visitor (RPV), and AOV.
✅ Don’t Stop Too Soon – A test might show early trends but needs time to gather reliable data.
✅ Keep Testing! – Continuous testing leads to ongoing improvements in conversion rates.

 

 

Final Thoughts

A/B testing is one of the most effective ways to optimise your Shopify store and maximise conversions. Instead of relying on guesswork, data-driven insights will help you make informed decisions that boost sales and improve the shopping experience.

If you're looking to implement A/B testing but aren’t sure where to start, Haydon Power can help you set up, test, and analyse results to drive real growth.

💡 Want expert help optimising your Shopify store? Get in touch today to see how we can improve your conversions with data-driven A/B testing. 🚀

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