In today’s competitive eCommerce landscape, data-driven decisions are essential — and that’s where A/B testing becomes a game-changer. For Shopify merchants, split testing allows you to test different versions of product pages, pricing, offers, and layouts to see what genuinely drives conversions, increases average order value, and boosts customer lifetime value.
Whether you’re scaling your store or just starting to optimise your user journey, choosing the right Shopify A/B testing tool can have a major impact. In this article, we’ll break down the key benefits of running split tests on your store, and introduce our top 5 tools — with Intelligems taking the number one spot.
Why Use an A/B Testing App on Shopify?
Many brands make site changes based on instinct — new product images, slightly different headlines, updated bundles — without really knowing what works. But when you're investing in traffic, building bundles, or testing new promotions, you need to let the data lead.
Using a dedicated A/B testing app for Shopify helps you:
- Test product pages, messaging, pricing, bundles and offers
- Increase conversion rate and revenue per visitor
- Make confident changes based on real user behaviour
- Understand what drives new vs returning customer purchases
- Reduce risk when rolling out new features or layouts
Whether you're a DTC brand trying to optimise your PDPs or a subscription-based store looking to increase uptake, these tools let you test without disrupting the user experience.
1. Intelligems – Best Overall
Our go-to tool at Haydon Power, Intelligems is built specifically for eCommerce brands that want to test meaningful elements like price, bundles, shipping thresholds, and subscription plans — not just button colours.
What makes Intelligems stand out is its ability to run server-side tests — allowing you to change pricing logic or offer structures without affecting load times or performance. It’s incredibly powerful for Shopify Plus merchants, but works well on standard plans too. Their support team is excellent, and the integration is smooth.
Highlights:
- Test price points, shipping offers, bundle logic
- Run copy and layout A/B tests with visual editor
- Real-time data tracking with clear analytics
- Clean integration with Shopify and headless setups
Best for: Brands focused on profitability and CRO, especially those with subscriptions or product bundles.
2. ShopLift
ShopLift is one of the newer A/B testing apps on the Shopify scene, but it’s built specifically to help you test and improve product detail pages (PDPs). With a drag-and-drop editor and templates built from high-performing layouts, ShopLift helps you run quick experiments — with zero code required.
It’s ideal if you’re looking to optimise image order, product copy, social proof, or promotional banners directly on the PDP. The best part? You can launch tests in minutes, and start learning fast.
Highlights:
- Visual drag-and-drop testing for PDPs
- Smart templates based on industry data
- No developer needed
- Clean Shopify integration
Best for: Smaller teams looking for quick wins on product pages and mobile UX.
3. AB Tasty
AB Tasty is more of an enterprise-level tool, offering extensive testing and personalisation features across your site. It’s not Shopify-specific, but integrates with your store to help you run tests on homepage elements, landing pages, checkout flows and more.
The platform is ideal for brands that want to combine A/B testing with audience segmentation, like showing different versions of the homepage to first-time vs returning customers.
Highlights:
- Behavioural segmentation tools
- Advanced multivariate testing
- Personalised content delivery
- Suitable for headless or hybrid setups
Best for: Larger teams running personalised customer journeys or high-traffic stores.
4. Optimizely
Optimizely is a well-established leader in the experimentation space, offering A/B, multivariate, and server-side testing across web and mobile experiences. While it's not Shopify-native, many large-scale brands using Shopify Plus or custom front-ends choose Optimizely for its scale and flexibility.
It’s especially powerful for headless commerce stores, or brands using composable architecture. Expect a steeper learning curve — but if you have a dev team or agency support, it's one of the most robust tools out there.
Highlights:
- Server-side and front-end testing
- Deep analytics and performance breakdown
- High-level targeting and segmentation
- Built for scale
Best for: Shopify Plus or headless stores needing enterprise-grade experimentation.
5. Visually
Visually focuses on the design side of split testing — allowing you to test layouts, images, video placement, and branding elements across your Shopify store. While it’s not as focused on price or offer-based testing, it shines for visual A/B testing and UX updates.
It’s a useful tool for creative teams or designers who want to run data-backed tests on site design without relying on developers. If you're reworking your brand experience or improving user flow, Visually is a helpful addition to your stack.
Highlights:
- Visual-first editor
- Easy image and content block testing
- Ideal for UX, layout and brand tweaks
- Drag-and-drop functionality
Best for: Brands focusing on visual storytelling and user experience design.
With Shopify’s growing ecosystem, it’s easier than ever to start running A/B tests — but choosing the right tool makes all the difference. Whether you're testing pricing structures, PDP layouts, or upsell messages, A/B testing apps help you make confident, conversion-focused decisions.
At Haydon Power, we’ve helped dozens of Shopify brands implement and scale their testing strategies — and we always recommend Intelligems as the most well-rounded solution for stores aiming to grow revenue and improve the customer journey.