134 A/B Testing Ideas For BigCommerce Stores

“Can I run A/B tests on BigCommerce?” Yes. “How? What should I test?”  Well, that’s exactly what we are covering in this post with 134 really cool BigCommerce A/B testing ideas for marketing channels like:

1. ‍On-Site Testing‍
2. Promotions & Offers
3. ‍‍Email Marketing
4. ‍‍Paid Ads
5. ‍Social Media & Organic Content

Also in this article: How to run A/B tests on BigCommerce?

Let's dive in, shall we?

134 Essential A/B Tests By Marketing Channels For BigCommerce

1. ON-SITE TESTING

▶ Landing Pages

1. Angle → Single-Product Page vs. Collection Landing Page

(A) One best-selling product

(B) One showcasing a curated collection

Pro Tip: Test urgency elements (e.g., “Best-Seller” tags on a single product vs. “Trending Now” collection banners).

2. Layout → One Column vs. Two Column Layout

(A) Full-width single column with images/videos/colors in the background and text/image overlays

‍(B) Split setup with text and image/video

Pro Tips:

• Test out horizontally scrolling sections vs. vertical sections in the second and third folds on mobile landing pages
• Test carousels vs. a single hero image with text in your hero sections (this way you can see if product benefits and features bring better engagement)

Also read: 33 High-Converting Product Landing Page Strategies (+ Examples)

3. Header → Reviews vs. Ratings

(A) Quote from a customer review on the header

‍(B) Star rating on the header

Pro Tip: If you sell high-ticket items, contextual quotes from reviews in the header might reduce hesitation, while just star ratings can work better for impulse buys.

4. Pop-Up Timing & Intent → Reward Entry vs. Urgency Exit-intent

(A) “You’ve got 10% OFF.” (entry pop-up, 5 seconds after page load)

‍(B) “Wait! Get 10% off now” (exit intent)

Pro Tip: Test which visuals perform better on pop-ups – a lifestyle shot, or a visual of the product/event/collection (that the landing page is based on). 

5. Headlines → Curiosity vs. Numbers vs. Emotions

(A) “Shop the Trend” (curiosity-driven)

‍(B) “50% Off New Arrivals” (direct value proposition)

or

(A) “The Perfect Fit at 50% OFF!” (direct appeal)

‍(B) “The Perfect Fit, Every Time?” (question)

or

(A)  “Join 500,000 Happy Shoppers” (social proof + numbers)

‍(B) “Feel the Difference from Day One” (sensory-driven) 

Here’s a great example of this in action from Theo Chocolates, a BigCommerce store:

Pro Tips: 

• Pair the headline test with different hero images to see if a product shot or a lifestyle image improves engagement
• Also, A/B test landing pages at least once during peak and off-peak seasons (results can vary dramatically)
• Pair up some microcopy with your headlines to add better context to your landing pages in the first fold

6. Hero Images → Static Image vs. Autoplay Video

(A) Product feature showcase as a looped GIF

‍(B) Product-in-use image as a static shot

or

(A) Carousels featuring the product in real-life scenarios

‍(B) Static banner featuring an animation of the product

Here’s a great example from Del Sol, a BigCommerce store – they feature a scrolling banner carousel (some without CTAs and some with):

Pro Tips: 

• A/B test the number of videos on your landing pages – ideally, there shouldn’t be more than two videos – but do test if 3 to 4 videos engage shoppers (ideally keep all videos short and in separate sections)
• Also, place the longer videos (ones above 10 seconds) below the fold and reserve the short ones (below 6 seconds) for above the fold – this helps avoid information overload

Also read: Our Favorite Hero Image Examples in eCommerce (+ Conversion Secrets)

7. CTA placement → CTA(s) Within Hero Image vs. Separately Placed Button (s)

(A) CTA placed above the fold‍

‍(B) CTA placed below the fold‍

AND

(A) Single CTA (Add To Cart)

‍(B) Two CTAs (Add to Cart + Express Checkout)

Pro Tips:

• Place the CTA below the fold for teaser landing pages and complex products (like healthcare – because curiosity drives the scroll)
• Always track scroll depth with GA4/Hotjar to check how far users get before they click – and then test these ideas

8. CTA Intent → Direct vs. Exploratory Angles 

(A) “Shop now + Find your fit” (direct)

‍(B) “Learn More + How we find your fit” (more exploratory)

Pro Tip: Also test design combinations when using multiple CTAs – for example, you can test combinations of: (A) Color-blocked & outline buttons vs. (B) Differently colored buttons vs. (C) Color-blocked and text-only buttons

9. Social proof → Star Rating vs. Publication Feature Badges

(A) Rating with number of reviews near the “Buy” button

‍(B) Press mentions below the product description

AND

(A) Rating below the product title

‍(B) Rating above the product title

AND

(A) Star ratings above the fold as a drop-down

‍(B) Trust badges on product image as a modal

Pro Tip: Test star ratings vs. quote snippets, if you’re featuring social proof near the “Buy” button—too much text might overwhelm users.

▶ Navigation & Search

10. Menu Style → Drop-down vs. Flat Menus

(A) Dropdown menu

‍(B) Flat bar as a menu

AND

(A) Mega menus

‍(B) Off-screen slide-in menu

Here’s an example of a mega menu from Harvey Nichols (a luxury BigCommerce store):

Pro Tips: 

• On mobile, limit the number of navigation items per fold, especially if you use horizontal navigation (keep three to four items max) 
• Also, test out an in-page sticky navigation vs. no in-page navigation

11. Navigation Labels → Bestsellers vs. Trending Now

(A) “🔥 Trending Now”

‍(B) “Gluten-Free”

Pro Tip: Benefit‑focused labels work great, especially if you pair them with personalized labels (e.g., “Top Picks for You”) – this creates not only an authoritative standpoint but also triggers the serial position effect (people remember highlighted stuff).

Also read: eCommerce Navigation Best Practices For 2025

12. Navigation Menu Items → Category Based vs. Use Case Based

‍(A) “Men’s, Women’s, Kids’”

‍(B) “Training Essentials: For Running, For Training, For Recovery” 

Pro Tips: 

• A/B test seasonal or occasion‑based menus versus standard categories – for example, (A) “Gifts for Christmas, Gifts for Spring Break” vs. (B) “Gifts for Her, Gifts for Him”
• Also, test → (A) Icons in the menu items vs. (B) Image callouts in the menu (like upcoming launches or new/popular launches or seasonal collections) vs. (C) Featured products in the menu – here’s a great example from Benson’s Beds, a furniture BigCommerce store:

13. Menu Complexity → Complex vs. Simplified Navigation

‍(A) Rich menu with multiple subcategories

(B) A clean menu showing only top categories (e.g., “Laptops,” “Smartphones”)

Pro Tip: Place the most popular categories at the top – this psychology hack uses the serial position effect (people tap into what’s most relevant to them). Also, it’s always ideal to limit the number of menu items – because  of Hick’s Law (the brain’s limited ability to process information).

Also read: 18 UX hacks to reduce cognitive load in eCommerce

14. Site Search Display → Search Bar vs. Search Icon

(A) Search bar with autofill suggestions

‍(B) Simple Icon

Here’s a great example of a search bar with some help text:

Pro Tips:  

• Feature a ‘tap to reveal’ / ’tap to slide in’ search bar on mobile devices to declutter your screen space – and of course, with some help text – like “Search for {popular search suggestions}”
• Always test the search help text – so users get prompted to try it out – the easiest test to run is a simple animation of help texts vs. a static one

15. Support Options in Menu → Live Chat vs. “Contact Us”

(A) Embed a live chat icon at the bottom of the navigation menu

‍(B) “Contact Us” link in the navigation, at the top of the menu

Pro Tip: Test the reverse as well – users seeking quick help often benefit from an immediately accessible live chat. So, always test if top-of‑menu placement drives higher engagement compared to a passive “Contact Us” link. 

16. Search Experience → Autocomplete vs. Visual Autocomplete 

(A) Search suggestions with basic text autocomplete

‍(B) Search suggestions with visual product suggestions 

Pro Tip: Visual search suggestions can boost search-to-conversion rates by up to 15%. Test how personalized, image-rich autocomplete improves search-to-purchase rates, especially on mobile devices where visuals drive faster decision-making.

17. No Search Results → Best-sellers vs. Personalized Recommendations

(A) “Uh oh! We’re really lost, check these out instead?” + [Best-sellers]

‍(B) “We didn’t find that, but were you looking for these? 🤔”  + [Product A], [Product B], [Product C]”

Pro Tip: Tune your search to catch misspellings and permanently out-of-stock products – this way, even no search results do help reroute shoppers with active purchase intent. Also, you should always run variant A by default. 

Also read: Get More Conversions From Search Results Page - 15 Proven Ideas

18. Sorting Options → "Starting at $X" vs. Price Range

(A) “Starting from $49”, "Starting from $199", "Starting from $399"

‍(B) “$49 to $199”, "$200 to $399", "$400 to $699"

Pro Tip: Customers often check the price first—streamlining your pricing display can reduce decision fatigue. For high‑ticket items, clarity may be key, while for lower‑priced products, emphasizing a low starting price might trigger impulse buys.

19. Filter Content → Image-based Radio Buttons vs. Text Dropdowns 

(A) 🔴 Red, 🔵 Blue, 🟡 Yellow

‍(B) “Red, Blue, Yellow”

Pro Tip: Visual cues engage the brain faster than text alone—especially on mobile. Also, you can test if using only images/icons increases filter usage (reduced clutter) – here’s an awesome example from House of Rohls, a home decor BigCommerce store:

20. Filter Criteria → Put Price-Based vs. Attribute-Based Filters First

(A) Show “Price” as the first filter criteria

‍(B) Show “Brand” or “Features” first

Pro Tip: Since many shoppers are price-sensitive, testing a logical filter order can streamline decision-making. Use BigCommerce’s filter customization to dynamically re-order filters and monitor engagement.

21. Filter Type → Standard vs. Pre-Set Filters

(A) Traditional left-sidebar filters with checkboxes

‍(B) Visual filters with instant results + "Most Popular" combinations

(e.g., pre‑selected popular options that update results in real-time)

Pro Tip: There's something most stores miss – 47% of users who use search filters are 2.7x more likely to convert. But here's the kicker - only if those filters show results instantly.

22. Filter Position → Fixed Horizontal Bar vs. Off-Screen Sidebar

(A) Filters as a horizontal bar (or overlay) at the top of the results page

‍(B) As a traditional sidebar that shows when taped on filter icon or text

Here’s one in action from Larq, a BigCommerce store, with pre-selected filters:

Pro Tips: 

• Other than the text/icon filters A/B test, test out the area where the horizontal bar works best on mobile – like at the top of the fold vs. at the bottom of the fold. vs. sticky
• Horizontal bars work best on mobile and sidebars on desktop (but you can test both horizontal and sidebars on desktop) – you can take the test a step further and test the sidebars as well → (A) ‘click to reveal’ sidebar vs.(B) ‘always on display’ sidebar

▶ Category/Collection Page

23. Layout → Grid vs. Banner with Grid

(A) A full product grid or prominent banner immediately

‍(B) A more content-driven introduction (e.g., a hero image with a brief intro)

Here’s an example from Design Essentials, a beauty brand BigCommerce store, with a mini banner and a product grid:

Pro Tips: 

• A full product grid with callouts can work great for high-impulse categories (like fashion or accessories)
• A grid with a banner layout often performs well for impulse purchases (because context matters) and you can show seasonal offers 

24. Banner Call-to-Action (CTA) → Explore vs. Shop Now Elements

(A) “Shop Now”

‍(B) “Discover More”

or

(A) Two CTA buttons (“Explore Season Favorites”, “Find a Style Match”)

‍(B) One CTA (“Dive Into Back-to-School Basics”)

Pro Tips:

• A/B test the CTA button placement (A) in the center of the banner vs. (B) in the bottom right corner
• Category page banners are an awesome way to lead shoppers to your quiz landing page/modal (you can also test which quiz type CTA gets more completions)

25. Banner Background → Hero Image vs. Color Block

(A) Lifestyle images of product shots

‍(B) Minimalist graphic designs or solid colors
Pro Tip: Also test a static banner versus a product carousel versus an auto-scrolling (animated) carousel on the category page.

26. Page Load Style → Infinity vs. Pagination

(A) Autoload

‍(B) Next page

Pro Tips: 

• Test how many products a user goes through before the next set loads (or goes onto the next page) – which means, test out 12 vs. 24 product listings per page/load
• Test if 2 or 4 products per fold work better on mobile 

27. Number of Products Per Row → 3-Column vs. 4-Column Grid

(A) Products in a 3-column grid for larger, more detailed images

‍(B) 4-column grid that offers a denser overview of products

Pro Tips: 

• Show those products first that align with past behavior—to see if they improve discovery and conversion – or else, show best-sellers first
• A 3 to 4-column grid can increase product visibility but may reduce image size and detail—test out if a 2-product per view works better or if a list view works better

28. Callouts on Category Pages → Highlight Subcategories vs. Static Grid

(A) Use dynamic callouts (e.g., banners or buttons) to highlight specific subcategories or offers

‍(B) Display a static grid of subcategories 

Here’s an awesome example from Bliss, a beauty brand BigCommerce store, showing not only visual filters but also a callout to showcase a routine:

Pro Tip: Test callouts within the grid to showcase: seasonal offers / some featured products with social proof / related curated collections (by influencers).

29. Product Sorting Default → "Best Sellers" vs. "Newest Arrivals"

(A) Best selling first

‍(B) New products first 

Pro Tips: 

• Test seasonal effects – display products that are in-season first (or rather the most popular ones in terms of social proof) 
• Test if the newest arrivals drive more excitement than curated picks (a smidge of social proof added to new arrivals)
• Or, show products related to browsing patterns first (if, no browsing history is available – show new arrivals first)

30. In-page Filters → Popular Items as Icons vs. Standard Filter Sticky Button 

(A) Mini icons of popular products as in-page filter

(B) Sticky icon-based in-page filter button

Pro Tip: A sticky filter bar can significantly reduce friction by keeping filtering options in constant view – but, if the images are large, don’t keep em’ sticky – switch to a text one, once a user scrolls past the bar(especially on mobile).

31. Product Card → Expanded vs. Minimalistic 

(A) Image + name + price

‍(B) Image + name + price + review stars + CTA

AND

(A) No description

‍(B) Short description

AND

(A) Always-visible wishlist button

‍(B) Icon only appears on hover (or in a designated spot on mobile)

Here’s an example from Molton Brown, a luxury BigCommerce store (also note the product label):

Pro Tips:

• On mobile devices, ensure the wishlist button is easily clickable (consider placing it near the “Add to Cart” button) since hover effects do not work on touch screens
• Test interactive elements like quick view popups or in-line wishlist buttons to add functionality without overwhelming the layout – and reduce clutter

32. Product Listing Image → Static Image vs. Auto-Scrolling Carousels

(A) Use an auto-scrolling carousel for product cards

‍(B) Static image cards with manual navigation controls

For example, Dr Strum, a clinical beauty brand BigCommerce store, features a static listing with hover to reveal as well as animated feature images:

(A) Hover to reveal listing 👇

(B) Animated listing 👇

Pro Tip: Test different speeds for the auto-scroll and provide manual controls. Auto-scrolling can drive engagement if paced correctly, but static cards might perform better if users need time to review details. 

(A) Display a directly discounted price ($67)

Pro Tips: 

• A/B test both variants across product category types and price ranges as well – for example, test luxury products with a direct discount vs slashed pricing 
• Also test the font size and colors, if you use slashed pricing – for example, display the ‘after discount’ price in a larger font in green vs. in a similar sized font in the default text color

Also read: BigCommerce Product Page: 46 Ways to Prevent Drop-offs

34. Price Display → With Microcopy vs. Without Microcopy

(A) Displaying additional microcopy around pricing (e.g., “Free shipping on orders over $50” or “Best Seller”)

(B) A clean price display with no extra messaging

Pro Tips: 

• Too much copy may overwhelm the design—so, aim for clarity 
• Use persuasive pricing microcopy like “Final Few Left” or “Most Popular Choice” to add urgency

35. Variants Display → "Available in X+ Variants" vs. Showing Icons

(A) “Available in 6+ colors”

‍(B) Displaying color swatches or icons

Pro Tip: Visual swatches trigger the brain’s natural preference for images, which can boost engagement—especially in fashion and home décor. However, for more complex products, text might be clearer—so test in context. For a mobile category page, storage space is best expressed via text: like 128GB, 512GB, etc.

36. CTAs on Listings → Quick Add-to-Cart vs. Express Checkout

(A) View + Quick Add

‍(B) Buy Now + Add To Cart

Pro Tip: Check which CTA combo gets more conversions – not the one that leads to faster conversions (may not necessarily result in more conversions).

37. Highlight Products → Image vs. Badge

(A) Visually different product images

‍(B) Badges on product carts

Pro Tip: Showcase product features with icon overlays – like a small “Gluten-Free” badge on product listings (of course, the product title should also support the badge) – this basically helps shoppers find products faster (and trigger the decoy effect). Also, test the designs of the overlays.

38. Amount of Items on Sale → All Items on Sale vs. Some Items on Sale

(A) Show sale badges on every product

‍(B) Selectively highlight only certain items on sale

Pro Tip: Overuse of sale badges might desensitize customers. Test if scarcity (only some items marked) creates a greater sense of urgency.

39. Category Page Optimization → Personalization vs. Standard

Other than the options listed above, you can also test the entire category page by:

(A) Personalize category page content by country/time-zone in location

(e.g. day vs. night messaging – or – cold vs. hot product recommendations based on location)

‍(B) A standard category page

Pro Tip: Personalization can lead to up to a 10% lift in conversion rates and revenue (McKinsey). BigCommerce’s 'Customer Groups' is a great feature you can use to A/B test personalization (but the downside is that you can’t really test this on non-visitors).

Also read: Build high-converting category pages (13 ideas + great examples)

▶ Product Pages

40. Pricing formats → Odd vs. Even

(A) Odd (e.g., $14.67)

‍(B) Even (e.g., $14.99)

Pro Tips: 

• If you have multiple product variants with different pricing – consider testing the displayed price – “Starting at $X” versus “Only $X” 
• Also, consider a test on whether round or charm pricing works better: (A) Charm pricing (e.g., “$99.99”) vs. (B) Round Numbers (e.g., “$100”) 
• Test the rule of 100 – higher-ticket items may perform better with absolute discounts ($50 off), while lower-cost products benefit from percentage-based discounts (ticket shock is a thing)

(ℹ): Remember the rule of 100 – if the monetary value is greater than 100 bucks, show it as $100 or else show a percentage

41. Sale Tactics → Urgency vs. Non Urgency

(A) Flash sale badge with a dynamic countdown timer

‍(B) Simple sale badge without time mentioned (e.g., “Sale ends in XX hours”)

AND

(A) Sticky live sales counter (e.g., “5 left!”) that first appears below the add-to-cart CTA

‍(B) Simple messaging showing “Selling Fast”

Pro Tips:

• Test if a live display of real-time add-to-carts does help in increasing add-to-cart rates – like “product is in x+ carts” 
• Use the “in x+ carts” nudge for pre-orders as well – research indicates that time-sensitive cues (via the scarcity heuristic) boost conversions by triggering FOMO

⚠ This tactic can seem scammy when sales aren’t that fast – meaning the counter has to actually tick – not too fast, or too slow).

42. Product Finder Quiz → Menu Item vs. Pop-Up vs. Homepage Nudge

(A) Quiz as a menu item (e.g., “Find Your Shade”)

‍(B) Quiz as a pop-up (e.g., “Not sure what to choose? Try our style quiz!”)

Here’s a great homepage nudge from Birdsnest, a BigCommerce store:

Meanwhile, My Ollie, a pet BigCommerce store, features a nudge for a quiz right below the first fold on their homepage: 

Pro Tips: 

• Test different entry points for the product quiz – for example, you can trigger the quiz pop-up to appear non-intrusively once a user scrolls to product recommendations vs. a static section near product recommendations 
• A/B test the location of the pop-up within the product page – for example, beside the product variants vs. with product recommendations vs. near the footer

43.  Price Psychology → "Shipping + Price" vs. "Price + Free Shipping" vs. "Price (Shipping Included)"

(A) “$89.99 + $10 Shipping”

‍(B) "$99.99 + Free Shipping"

Pro Tips: 

• Test out whether charging for express shipping during holidays helps in sales – the word "free" typically boosts conversion rates by 20%, but test out if free (but slow) shipping vs. express (but paid shipping) gets order completions
• If you charge for shipping based on location, test the ‘calculate shipping’ feature on the product page vs. on the cart/checkout page – letting shoppers know about the shipping cost upfront does help increase the add-to-cart rate

Also read: How To Offer Free Shipping — And Recover Costs Too

44. Image Layout → Classic Thumbnail Carousel vs. Grid Layout

(A) Classic left-side carousel with a main image and thumbnail navigation

‍(B) Grid layout with instant-load large images + AR try-on/360° view (like a ‘tap to view in your space’) and a sticky product description section

Pro Tip: For mobile, show product images in a carousel, to maximize screen space. However, on desktop screens (or a 2-column layout) – keep the section with the price and add-to-cart CTA sticky – so shoppers can scroll through the images while having a clear view of elements like reviews and prices – here’s a similar example from Homedics, a wellness tech BigCommerce store:

45. Image Layout Carousel: Video vs. Static Image as the First Visual

(A) Video as the first image

‍(B) Static image as the first image

Pro Tip: Test the video format as well – for example A/B test: (A) Short product demo video vs.vs. (B) Long(er) 360-degree product view video.

Also read: eCommerce Image Carousels: Do's/Don'ts & Optimization Ideas

46. Product Image Types → Raw vs. Professional 

(A) UGC

‍(B) Professional Product Shots

AND

(A) Test lifestyle shots

(B) Plain white background images

AND

(A) Product features via visual callouts in images

‍(B) Zoom in on product features with text overlay

Here’s a great example from CBD Distillery, a BigCommerce store (note how the mini-thumbnails feature graphic-designed images, as well as plain background images):

Also Read: 37 Insanely Creative Ways eCommerce Brands Use Images

47. Product Image Zoom → Icon Click vs. Tap/Hover

(A) Implement a zoom feature triggered by clicking an icon next to the product image

(B) Enable zoom on tap (mobile) or hover (desktop) directly on the image

Pro Tip: Direct interactions (tap/hover) can be more intuitive on mobile and desktop respectively. 

48. Product Size → Try-on vs. measurements 

(A) “See it in your space”

‍(B) Standard product dimensions with text-based measurements

Pro Tips:

• Use BigCommerce’s AR apps like ARIze to bring your products to life
• AR features can increase conversion for high-ticket items by providing context; test AR with an interactive size or placement guide or AR with your live chat for guided purchases

49. Size Guide Position → Size Guide: In-Line vs. Modal

(A) Display the size guide directly within the product page (in-line)

(B) Offer the size guide in a modal window that appears when clicked
Pro Tip: In-line guides ensure immediate visibility, while modals provide a cleaner page design. Test which method reduces size-related returns and increases conversion rates.

50. Size Guide Display → Quiz as Size Guide vs. Standard Table vs. Image

(A) Implement an interactive quiz to help users find their perfect size like “Find Your Fit”

‍(B) Use a standard table format for the size guide

Pro Tips:

• Visual elements improve comprehension, especially for users who find numeric data hard to comprehend, so, it's best to add images (like measurement illustrations) within the size guide
• Interactive quizzes can reduce friction and also improve the return rate—especially if the number of questions is right (like 3 steps max) – because who’s gonna measure their waist while scrolling a product page

51. CTA Type → Generic vs. Interactive

(A) A simple CTA “Add To Cart”

‍(B) “Add To Cart” CTA + CTA to try AR features – e.g. “See how it looks on you”

Pro Tips: 

• Test how the AR preview opens – either as a full-screen launch or as a pop-up preview
• If you use an express checkout button, limit the size of the ‘try AR’ button – use an icon instead with a text callout (reveal on tap/hover)
• Also, test the placement  of the AR button – like, next to the “Add to Cart” vs. within the image gallery as overlays on the images

52. Social Share → Buttons vs. Icons

(A) Display social share buttons with clear text labels (e.g., “Share on Facebook”)

‍(B) Use minimalistic social share icons only (e.g., small branded icons without text)

Pro Tip: A/B test the placement of the social share like below product images or at the top of the fold.

53. Return Policy → Icons vs. Text

(A) Icons + text

‍(B) Simple text

Pro Tips: 

• Visuals + text reinforce trust through dual coding (visual and verbal) and can be tested for different segments
• Consider running this test on warranty, shipping, and cancellation policies displays on the PDP 

54. Trust badges → Review vs. Brand Promise

(A) Show customer reviews immediately below the “Add to Cart” button

‍(B) Present a brand promise (e.g., “100% Satisfaction Guaranteed”) in the same space

Pro Tips: 

• Use both brand promises and ratings on the product page (but limit the amount of text) – it's best to trigger a callout on tap/hover/clicks on the icons 
• Also, do test the locations of these badges → (A) Near the "Add to Cart" button vs. (B) Page footer vs. (C) Sticky floating badges

Also read: 30 Ways to Build Trust FAST (On Your eCommerce Store)

55. Cause Marketing → Product Progress Bar vs. Plain Design

(A) Incorporate a progress bar that shows the cause impact like “85,652 bottles recycled”

‍(B) Display a plain message with iconography to showcase the cause

Pro Tip: Test awards vs. social cause impact vs. social proof – here’s a quick example → (A) Highlight awards or recognition (e.g., “Winner of the 2024 Best Innovation Award”) vs. (B) Emphasize impact or benefits (e.g., “Trusted by 10,000+ Customers”)

56. Product Variant Images → Icons vs. Modeled Images

(A) Show product variants using simple icons or color swatches

‍(B) Show product variants using modeled images that depict the product in use

Pro Tip: Visual authenticity can drive conversion—test whether shoppers prefer seeing the product in a real-life context versus abstract icons.

57. Product Variant Display → Scroll vs. full expanded view 

(A) Option to scroll through mini-color variants

‍(B) Full expanded color view below the fold with additional details (e.g., availability, alternate images)

Pro Tips: 

• On mobile, the mini swatch version might preserve space, while desktop users might appreciate a more detailed view – test separately if possible – for example, check if Variant A drives engagement – or – if simplicity in Variant B reduces friction – or – if Variant C leads to a balance in both
• Also, experiment with the default pre-selected variant on the product page vs. forcing a selection to reveal the price (if unselected, still show the price but make the add-to-cart button greyed out)

58. Product Descriptions → Bullets vs. Paragraph 

(A) Bullet-point list of features and benefits

‍(B) A paragraph-style description with a narrative tone

Pro Tips:

• Also, test emoji usage versus a plain text approach to see what boosts readability and engagement
• Change the bullet style, to add more interactivity – also test, whether animating the bullet points helps (but not at the cost of page load time)

59. Product Description Order → Random Order vs. Key Points Listed First and Last

(A) List ingredients in a random order

‍(B) Highlight key ingredients and benefits at the beginning and end (leveraging the serial position effect)

Pro Tip: When you put the best benefits at the top and the end, you make use of the serial position effect (items at the beginning and end get remembered better).

60. Product Benefits Layout → Timeline  vs. Accordion

(A) Benefits presented as a timeline (e.g., “immediate hydration to long-term anti-aging effects”)

‍(B) Benefits grouped into an accordion section (e.g., “Materials,” “Dimensions,” “Care Instructions”) – details expand on tap/hover

Pro Tips: 

• Add a little bit of animation, so the benefits appear as the shopper scrolls (but not the cost of page speed)
• Use an accordion description – if you keep a sticky product description, with the images on scroll (as a grid) 

61. Payment Features → BNPL Near Price vs. As a Callout/Banner 

(A) Display BNPL information (e.g., Klarna/Affirm logos and benefits) near the price on the PDP with text like “Pay in 4 installments” 

‍(B) Present BNPL messaging only at checkout or as a dedicated banner

Here’s one in action from Kelty, an outdoor equipment BigCommerce store:

Pro Tip: Younger shoppers often value immediate financing options; use a clear benefit text and a BNPL calculator (if you have one).

62. Product Upgrades → Expanded vs. Compact

(A) Modal with images and descriptions when a “Gift Wrap” button is clicked

‍(B) Giftwrapping as a section with checkboxes to show gift-wrapping options in tiers

Pro Tips: 

• Test whether a modal (which can provide richer information) outperforms a more minimal inline option – or whether expanded displays that explain upgrades perform better on the PDP
• The goal here is to create the feeling of an upgrade – for example, you can create tiers – the top tier can offer gift-wrapping + shipping protection + a handwritten note + gift card 

63. Shipping Modes → “Multiple delivery modes available” vs. “Choose your delivery mode”

(A) Let shoppers choose their delivery mode directly on the PDP (e.g., standard, express, pickup)

‍(B) Require delivery mode selection in the cart or during checkout

Pro Tip: Early decision-making (on the PDP) may reduce friction later, but forcing choice too early might overwhelm customers—which is why you should always test 👇

64. Delivery date → Exact vs. Estimated Delivery Timing

(A) Display the exact delivery date (e.g., “Delivery by March 15”)

‍(B) Provide an estimated delivery range (e.g., “Delivery within 3-5 days”)

Pro Tip: Feature an icon like “❓” beside your delivery estimates – which reveals a quick callout, explaining that dates are still estimates – and feature a link to your policy pages (where you cover what happens when delivery timelines fail and how to seek support).

65. Product Recommendations → Recently Viewed vs. Based on Browsing

(A) Show a set of products recently browsed

‍(B) Show a “Based on your browsing history” nudge & feature products and related products browsed

Pro Tips:

• The “Customers Also Viewed” section in BigCommerce only works when products have 100+ views – so get some traffic first (and then test)
• Modify your theme file and change the heading of “Customers Also Viewed Section” to “Based on your Browsing”
• For fashion/tech brands – combine upsells and downsells through bundles (or even standalone products) – for example, feature a “shop the look” / “You’ll ♥ these accessories” (you’ll need a 3rd party tool for this)
• Add an edge of social proof to the recommendations – like “expert-curated” or “frequently bought together”

Also read: eCommerce Product Recommendations: Strategies, Examples, Do's/Don'ts

66. Compare Products → No Comparison vs. Select to Compare

(A) Product page without a “Compare Products” feature

‍(B) Product page with a subtly animated “Compare Products” button beside product recommendations

Pro Tip: A pre-generated table avoids decision paralysis – but providing help text below the ‘compare product’ button can help.

67. FAQs → Keywords vs. Questions

(A) Test conversational keyword-based filters (“Laptop under $1,000”)

‍(B) Question-based filters (“What’s the best laptop under $1,000?”)

Pro Tips: 

• Voice shoppers often ask questions—optimize product descriptions with FAQ-style content for better matches
• Test, where the FAQs appear –  below product descriptions vs. near the footer

68. Reviews → Best + Lowest Review vs. Top Review first

(A) Show the best review and the lowest review side by side (or below each other)

‍(B) Best review first

Pro Tips:

• Provide the option to search reviews with pre-selected text-filters
• Test the option to auto-generate summaries of reviews or any user-generated content related to the product on view (like “Summarize reviews”) vs. pre-generated breakdowns of reviews by rating individual product features (like ease of use)

69. Review images → “Gallery above Review” vs. “Image + Review”

(A) Show customer-generated content as a gallery

‍(B) Images with reviews

Here’s a great example from Burrow, a furniture BigCommerce store, showing a gallery of images from reviews:

Pro Tip: Test whether a trust badge works better than providing more details – here’s an A/B test idea to try out → (A) Show the product variant purchased with the date of review vs. (B) Show a ‘verified purchase’ badge.

70. Social Proof → Influencer vs. UGC

(A) Social wall featuring influencers

‍(B) Social wall featuring real customer content (from reviews)

AND

(A) Randomly picked images for the social wall

‍(B) Strategic, contextual images – like images that align with your current promotion or seasonal theme (e.g., summer lifestyle images for a seasonal campaign)

Here’s an awesome example from Supergut, a wellness BigCommerce store, with a horizontally scrolling influencer gallery:

Or, you can also test ‘Before/After’ images with some quick proof as well, like Revel Beauty does (a BigCommerce store):

Pro Tip: Also test where the social proof appears on your PDP – like below the product review area or near the footer (right above the FAQ).

71. Out of stock products → “Out of stock” vs. “Try These Instead”

(A) Greyed out CTA + Out-of-stock messaging

‍(B) Greyed out CTA + Product recommendations with messaging

Pro Tip: The “try these instead” is great for products that won’t come back to stock – and this way you can keep around PDPs (and still get back returning customers who’re up for re-ordering – and you know, avoid redirects or 404 errors).

▶ Cart Page

72. Cart Display → Drop-down  Mini Cart vs. Side Cart

(A) Drop-down mini cart with instant view

‍(B) Slide-in side cart 

Here’s a superb example of a slide-in side cart from Mrs. Meyer’s, a BigCommerce store (note the nudges for free gifts):

Pro Tip: 

• Use BigCommerce’s Stencil theme framework and Script Manager to easily swap cart displays 
• Test during peak shopping periods—mini carts may boost quick add-to-cart actions, while full-page carts facilitate more informed upsells

73. Cart Icon → Dynamic vs. Static

(A) Standard cart icon with no change when items are added

‍(B) Animated cart icon with additional cues (e.g., a badge showing the number of items or a subtle motion effect)

Pro Tips: 

• A subtle animation can draw attention (due to the motion bias) without distracting users – or, display a callout nudge to remind users or ask them if they are ready to check out
• Test the “item successfully added to cart” messaging – test the display style (overlay vs non-intrusive pop-up) as well as the rewards (like free gifts)

74. Trust Badge Placement → Near Checkout Button vs. Below Pricing

(A) Place trust badges (e.g., secure payment logos, money-back guarantee) near the checkout button

‍(B) Place trust badges below the pricing information in the cart summary

Pro Tip: Proximity to actionable elements can improve trust and conversion—placing badges near the checkout button often reduces buyer hesitation, especially for high-ticket items.

75. Free Shipping Threshold Message → “Add $10 More” vs. No Message

(A) Display a proactive message (e.g., “Add $10 more for Free Shipping”) directly on the cart page

‍(B) No message—leave the cart page uncluttered

Here’s one from Diamonds Direct, a jewelry BigCommerce store – they don’t feature a message, but they do ensure to mention a delivery timeline in their cart page:

Pro Tip: The word “free” triggers a strong positive response (up to 20% higher conversions). However, also test out a progress bar to see if it helps increase conversions, even further.

76. Discount Code Visibility → Visible in Cart vs. Only on Checkout.

(A) Show the discount code input field directly in the cart (ensuring customers see available coupons)

(B) Display discount codes only at the checkout step (keeps the cart page simpler)

Pro Tip: Visibility of discount codes can reduce cart abandonment—shoppers often feel rewarded when they see an immediate discount. Experiment with a pre-applied code versus an input field with coupon code offer text below the field.

77. Upsell Products in Cart → Related items vs. most popular items

(A) “Add a complementary item” (upsell)

(B) “You might also like” (cross-sell)

AND

(A) Add-ons to product in cart

‍(B) Related products (within a 20% price range)

AND

(A) Show related items as upsells (e.g., “These will go perfect with”) below the cart summary

‍(B) Display popular items or cross-sell recommendations (e.g., “Customers also bought”) in the same space

Pro Tips: 

• Using BigCommerce’s Upsell & Cross-Sell rules, test bundling strategies like “Frequently Bought Together” to boost average order value 
• Test the number of recommendations as well  – test 4 vs. 6 recommendations (on mobile though, 4 may be overkill) – so test by devices as well
• Experiment with both downsells (samplers) and check if they improve add-to-cart ratio

78. Cart CTA → Single CTA vs. Double CTA (Express Checkout) 

(A) Single “Continue to Checkout”

‍(B) Double CTAs (“Continue to Checkout” + “Express Checkout”) 

Check out this example from Modere, where (apart from the checkout CTA), the CTA features shareable cart links as well as a live-chat nudge (when a shopper spends too long on the cart page):

Pro Tip: Feature two different colors in your Cart Page CTAs (make the express checkout CTA’s color deeper than the standard checkout CTA).

79. Samplers in Cart → Pre-Selected Gift vs. Let Shoppers Choose

(A) Automatically provide a pre-selected free gift (sampler) with purchase

(B) Let users choose from a list of free gift options (sampler selection)

Pro Tip: Also test this → (A) Let users pick their first subscription box or (B) auto-assign one (because it increases perceived personalization). However, for subscription boxes, a pre-selected gift might reduce friction—test both to see which drives higher add-to-carts.

▶ Checkout 

80. Checkout Type → Single page vs. Multi page

(A) Single‑page checkout 

‍(B) Multi‑step (progressive) checkout

Here’s how Oral B, a BigCommerce store approaches their multi-step checkout in one page (note the “live chat” nudge and the accordion steps):

Pro Tips: 

• Mobile users are 70% more likely to complete purchases with express checkout options – so, consider running this test specifically for mobile traffic
• Also, test multi-step checkouts (even on mobile) for high‑ticket items, (reduce friction here with a progress bar – or a breadcrumb navigation bar to show the number of steps left

81. Trust Badges → Product Guarantee vs. Social Proof (Reviews)

(A) Product guarantee message (e.g., “30-Day Money-Back Guarantee”) on sticky footer

‍(B) Customer reviews near the checkout CTA

AND

(A) Brand benefits (e.g., “Eco-Friendly,” “Award-Winning Service”) near the payment section

‍(B) Standard payment method icons (e.g., Visa, MasterCard, PayPal)

Pro Tip: Test trust badges shown in a floating sidebar or below the pricing summary on  desktop

82. Payment Methods → All Options Visible vs. Expandable Dropdown

(A) Show all available options

‍(B) Only show the top two methods and the rest as a dropdown

Pro Tip: Test the top options – for example, it’s best to feature mobile payment gateways (like ApplePay) on mobile checkout – while PayPal works best on desktop – which leads us to 👇

83. Payment Method Order → PayPal vs. Credit Card First

(A) PayPal as the first option, then debit card

‍(B) Credit card first, and then debit card

AND
(A) Express payment options (PayPal, Amazon Pay) at the top of the checkout

‍(B) Mobile payment options (GPay, Apple Pay) at the bottom, or hide alternatives until step two

Pro Tips: 

• Nobody wants to type their credit card info on a phone – so, test express checkout first on mobile vs. credit card first on desktop
• If you run subscriptions, check if checkouts perform better with a “Why Subscribe?” section above the payment step

84. Upsells → Subscription Discount vs. One-Time Reorder

(A) Offer a discount for subscriptions (e.g., “Subscribe & Save 10%”)

‍(B) Offer a higher discount on one‑time reorders (e.g., “Save 15% on a single reorder”)

Pro Tip: If a product gets frequently reordered, push auto-subscription opt-ins at checkout.

85. Order Upgrades → Paid Shipping Protection vs. Giftwrapping

(A) Offer paid shipping protection

‍(B) Giftwrapping (e.g., “Add Gift Wrap for $X”)

Check how Mud Australia features ‘shipping protection’ as an upsell as well as an express payment option with GPay:

Pro Tip: Use psychological nudges by emphasizing “risk-free” add-ons. Test if bundling shipping protection with expedited shipping increases overall order value.

Also read: Free Shipping: Still a Conversion Driver in 2025?

86. Urgency Tactics → Countdown Timer vs. Surprise Gift

(A) Implement a countdown timer for a limited-time offer (e.g., “Complete purchase in 10 minutes for an extra 5% off”)

‍(B) Offer a surprise gift (e.g., “Complete your order and receive a mystery gift!”)

Pro Tip: The urgency created by countdown timers can significantly boost conversion, but a surprise gift taps into the reward system. 

87. Coupon Code → Auto-Apply vs. Single Coupon Code 

(A) Automatically apply the discount at checkout (e.g., “Your discount has been applied!”)

‍(B) Require users to enter a coupon code manually – but with help text like “Enter code SAVE10”

Pro Tip: Automatically applied discounts can reduce friction, but some shoppers enjoy the satisfaction of entering a code. Use BigCommerce’s Advanced Coupon Module to modulate auto-apply rules (like automatically adding in a discount on hitting AOV).

88. CTA → Green with Icon vs. Blue with No Icons

(A) Use a green CTA button with an icon (e.g., a payment processor badge)

‍(B) Use a blue CTA button without any icon, offering a simpler look

Pro Tip: Colors can evoke different psychological responses—green is often associated with positivity and progress, while blue conveys trust – however, the icon does drive trust.

Also read: Improve BigCommerce conversion rate: 20 proven ideas

89. Account Creation → Rewards for Account Creation vs. Compulsory Account Creation with Benefits

(A) Offer rewards (e.g., “New/Returning User? Get 100 points for creating an account”) while still allowing guest checkout

‍(B) Force account creation without upfront rewards

Pro Tip: If you do force sign-ups, offer one-click social logins (Google, Facebook, Apple) – but also test, if giving out rewards helps with reducing checkout abandonment

Also read: Guest checkout: Still a good choice? (+16 way BETTER alternatives)

90. BNPL Payment → “Pay in Four $XX Installments” vs. Savings “Pay with Klarna & Save $XX”

(A) Show BNPL installment breakdown (e.g., “Pay in four $XX installments”)

(B) Highlight savings (e.g., “Pay with Klarna & save $XX”).

Pro Tip: Display monthly pricing breakdowns (“Only $25/month with Klarna!”) to test the impact on high-ticket items. Compare if "Buy Now, Pay Later" leads to higher AOV than a standard ‘10% off’ discount.  

▶ Post-Checkout 

91. Thank You Page Upsell → Discount for Next Purchase vs. Related Product Recommendation

(A) Discount for the next purchase (e.g., “Enjoy 10% off your next order” with a bold CTA)

‍(B) Personalized related product recommendations (e.g., “Customers who bought this also purchased…” or “Recommended for you”) 

Pro Tip: Test post-checkout upsells vs. add-ons (as cross-sells/down-sells) to increase average order value without interrupting the purchase process – personalization here can also tap into reciprocity bias. 

For example, you can choose products from related categories – or, based on seasonality (like you would want to recommend woolen socks instead of regular ones for someone who just bought jeans).

92. Referral Program CTA → "Refer a Friend & Get $10" vs. "Earn Rewards for Sharing"

(A) Referral offer stating a clear monetary incentive (e.g., “Refer a Friend & Get $10”)

‍(B) Gamified, points‑based message (e.g., “Earn Rewards for Sharing” with tiered rewards)

93. Loyalty Program Visibility → Enroll Button on the Thank-You Page vs. Follow-up Email Only

(A) “Join our Loyalty Program” enroll button directly on the 'Thank-You' page

‍(B) Exclude the enroll option on the page and send a dedicated follow‑up email inviting customers to join

Pro Tip: Immediate visibility may capture impulse enrollment, especially if paired with a limited‑time bonus. 

94. Reorder Button Placement → Below Order Summary vs. A Separate Section

(A) Place the reorder button immediately below the order summary

‍(B) Feature a “Repeat Order” section 

Pro Tip: For consumable or frequently reordered products, consider testing additional personalization (e.g., “Reorder your favorites”) along with a cross-sell (like an “also order” section).

95. Replenishment Options → Subscription vs. Reorder on the Post-Checkout Page

(A) “Subscribe & Save” messaging  – e.g.: “Loved your order? Subscribe for recurring deliveries and save 15% every time!”

‍(B) “Reorder” button – e.g.: “Quick Reorder – Get your favorites delivered again with one click”

Pro Tips: 

• Use BigCommerce’s post‑checkout customization to dynamically display options based on product type (but, it’s fairly technical, tbh)
• For consumables like bread, body oil, or bath soap – reorder upsells may be most effective
• For products with complementary items, an “also order” section can boost AOV

Also read: Writing Replenishment Emails That Convert

▶ Mobile 

96. Section Display → Vertically Stacked Sections vs. Horizontal Scrolling

(A) Vertically stacked sections for product listings (a natural, single‑column scroll that mirrors mobile reading patterns)

‍(B) Horizontally scrolling or grid layouts (e.g., test 3 items per row vs. 2 items per row, or even a list format)

Here’s a great example from CBD Distillery – note how they combine vertical sections with horizontal scrolling on their ‘subscription settings’:

Pro Tip: Mobile users typically prefer vertical scrolling, but certain product categories may benefit from grid displays. 

97. Mobile Navigation → Hamburger Menu vs. Bottom Tab Bar Navigation

(A) Traditional hamburger menu—tap an icon to reveal a vertical list of categories

‍(B) Top tab bar navigation—3-5 primary categories in a fixed top bar for quick access – like “New,” “Sale,” and “Trending”

Here’s a great example from GE Electronics, a BigCommerce store:

Pro Tips: 

• Mobile users’ thumbs naturally rest at the bottom of the screen; a top navigation bar can boost engagement by reducing tap distance (the thumb doesn’t have to move much or accidentally click on menu links)
• However, don’t place it at the very top end – keep space for the logo, and then place the menu – this way the thumb doesn’t have to move so far
• Once the scroll occurs, push the bar to the top – so users don’t accidentally click on the menu

2. PROMOTIONS & OFFERS

▶ Discount Structure 

98. Percentage-Based vs. Dollar Amount

(A) “Save 20% on all summer apparel!”

(B) “Get $10 off your purchase of $50 or more”

Pro Tips: 

• Dollar amounts outperform percentages on items over $100, but here's the twist it works best when combined with a minimum spend threshold
• Meanwhile, percentage discounts may be more appealing for lower-priced items – but, BOGO deals can effectively move inventory and attract deal-seekers
• Free gifts work better for repeat buyers, while first-time buyers often prefer direct discounts – use BigCommerce’s promotions module to set up and test, test, test

99. Bundles vs. Discounts

(A) Bundles – like “Spring Cleaning Bundles” (Pre-packaged deals)

‍(B) Individual Discounts – like “Flat 20% off individual items”

Pro Tip: The bundling effect makes people feel that a bundle has more value than an individual discount – so, if you re-frame the bundle as a “Buy One Get 2 Items Worth $XX Free” – or highlight the value of the bundle – the effect gets way stronger.

▶ Urgency Triggers

100. Sale Messaging → Flash Sales vs. Limited Stock

(A) “Ends Midnight Tonight”

‍(B) “While Supplies Last”

AND

(A) One-day mega sale

(B) Rolling 3-day deal drops (new deals daily)

AND

(A) “Sale Ends in 2 Hours” (countdown timer)

‍(B) “Only 3 left” (scarcity message)

Pro Tip: Both create urgency via the scarcity effect; however, countdown timers can boost impulse buys more effectively if users perceive a time-sensitive opportunity

Combine urgency with live visitor count (X people are viewing this now).

101. Restock Campaign Type → “Ready for Pre-Orders” vs. “Coming Soon”

(A) Early Access – “Ready for Pre-Orders”

‍(B)  “Coming Soon”

Pro Tips: 

• The coming soon option doesn’t work that well – instead, use a messaging on the PDP like “sign-up, so you know when it drops” (you can also amp up the social proof and exclusivity in your back-in-stock emails)
• Also display, product labels in listings, so shoppers know what to do

Also read: 29 Best Back-In-Stock Email Examples (+Templates)

▶ Loyalty & Rewards

102. Program Perks → Points-based vs. Tier-based perks

(A) “Members Get an Extra 10% Off” (exclusive offer)

‍(B) “Earn 100 Points on Every Purchase” (points-based system)

AND

(A) “Earn 1 point for every $1 spent; 100 points = $10 off”

‍(B) “Silver: 5% off; Gold: 10% off; Platinum: 15% off all purchases”

Pro Tip: Programs offering exclusive experiences see more engagement than point-based systems. Why? Because you can't put a price tag on ‘feeling special’ (and also the Endowment Effect – once customers accumulate points, they value the reward more).

Also read: 14 eCommerce Loyalty Programs Backed By Science (Examples)

▶ Personalization

103. Re-targeting → Behavior vs. Frequency 

(A) “Love this? Check these similar items you might enjoy”

‍(B) “Welcome back! Ready to restock your favorites?”

Also read: Brilliant eCommerce Retargeting (and Remarketing) Examples

104. Messaging → Generic vs. Urgency with Personalization

(A) "Blue dress - $49"

‍(B) "Don't miss out! Only 3 blue dresses left in your size. Grab yours before it's gone - $49"

▶ CRO Tactics

105. Pop-up Display → Full Page vs. Non-Intrusive Popup

(A) A full-screen overlay popup

‍(B) A non-intrusive modal popup that appears in the corner

Here’s a great example from Brompton, a BigCommerce store, featuring a BNPL nudge:

Pro Tip: Full-screen/content-blocking popups can command attention but are extremely disruptive – Non-intrusive modals are way less disruptive – do check if it’s easy to dismiss all three types of popups.

Also read: 15 Brilliant (Non-Intrusive) Mobile Pop-up Examples In eCommerce

106. Popup Offer Type → Discount Code vs. Free Gift

(A) Offer a percentage or dollar amount discount code – e.g., “Save 15% on your first purchase with code WELCOME15”

‍(B) Provide a free gift with purchase – e.g., “Get a free travel-size product with your first order”

Pro Tip: Discount codes can appeal to price-sensitive customers, while free gifts add perceived value and can encourage higher cart values. 

107. Popup Call-to-Action (CTA) → Single vs. Multiple Options

(A) “Subscribe for 10% OFF”

‍(B) Offer multiple CTAs, such as “Subscribe” and “No, I like paying more” – like this example, from Kelty, a BigCommerce store:

Pro Tip:  Don’t use a lot of text in your CTAs – as the goal is always to minimize decision paralysis. 

108. Popup Frequency → First-Time Visitors vs. Returning Visitors

(A) Popups exclusively for first-time visitors

(B) Returning users “Welcome back! Here’s 15% off your next purchase” 

Pro Tip: Tailor the popup frequency – first-time visitors may appreciate introductory offers while returning visitors might respond better to loyalty rewards. 

109. Pop-up Steps → Multi-Step vs. Single-Step

(A) First asks for an email for a discount and then another step for additional 5%

‍(B) One-time popup with a clear offer and a “Shop Now” button

Pro Tip: Multi-step popups can feel less intrusive and guide users through a narrative, potentially improving conversion. Test both to balance immediate impact with user comfort.

110. Thank You Messaging → In-Page Nudge vs. Separate Page

(A) ‘Pop-up filled’ message within the page

‍(B) Separate landing page

Pro Tip: In-page messages may feel more integrated and less disruptive, while a separate landing page can be more suited to drive immediate action (and works great for quiz pop-ups).

3. EMAIL MARKETING

▶ Cart Abandonment Emails

111. Subject Line → “Forget Something?” vs. “Your Cart is Waiting”

(A) “Forget something? Your items are still in your cart”

‍(B) “Your cart is waiting for you—complete your purchase today”

Pro Tips: 

• Personalize subject lines with the customer's name or specific product names to up the open rate – for example, “Alex, your Nike Air Max is still in your cart!” – BigCommerce’s ‘Phrases’ feature is really helpful to A/B test cart abandonment emails
• If you use a subdomain to A/B test checkout pages on BigCommerce, you can simply set up different cart abandonment email templates for your main storefront and your subdomain (identical storefront)

112. Incentives → Discount vs. Free Shipping

(A) “Complete your order now and enjoy 10% off with code SAVE10”

‍(B) “We’ve waived the shipping fees! Finish your purchase today with free shipping”

113. Timing of follow-ups → 1 Hour After Abandonment vs. 24 Hours Later

(A) After 1 to 3 hours – “We noticed you left some items behind. Complete your purchase now!”

‍(B) After 24 hours – “Your cart is still waiting! Complete your order within the next 24 hours.”

Also read: How Many Emails To Include In An Abandoned Cart Workflow?

114. Cart Display → Product Above the Fold vs. Below the Fold

(A) Display abandoned products prominently at the top of the email

‍(B) Personalized message first (like “Hey {Name}, your cart’s poppin”) and then lace product images and details further down in the email content

Pro Tip: Placing products above the fold can immediately remind customers of their intended purchases, potentially increasing the likelihood of conversion. 

Also read: 20 Solid Ways To Recover BigCommerce Abandoned Carts

115. CTA → ‘Seek service’ vs. ‘Shop Now’

(A) “Need assistance completing your order? We’re here to help!”

‍(B) “Your favorite items are waiting—shop now to secure them!”

Pro Tip: BigCommerce offers direct return to cart links – but make sure the CTA actually conveys that the shopper is being redirected to their incomplete cart (also test the CTAs – kinda goes without saying).

116. Reviews → From Customers vs. Experts/Influencers

(A) “‘These sneakers are the most comfortable I’ve ever worn!’ – Jamie L.” (review)

‍(B) “Rated as the top running shoe of 2025 by Sports Gear Weekly.” (endorsement)

Pro Tip: Social proof can alleviate purchase hesitation – but customer testimonials offer relatable experiences, and expert reviews can add credibility. However, no matter what, keep testimonials and reviews on your brand’s tone *or else risk sounding fake as anything.*

117. Content Type → More Images vs. Copy

(A) Multiple angles of the product with visual cues (like arrows to point out features)

‍(B) Provide explanations of product benefits/features

Also read: eCommerce Email Copywriting: 20 Game-Changing Tips

▶ Post-Purchase Emails

118. Order Confirmation → Summary vs. Confirmation On Top

(A) Display a concise order summary at the beginning of the email

‍(B) Feature a high-quality lifestyle image that showcases the purchased product in use with an overlay of text (confirming the order)

119. Shipping Confirmation → Updates first vs. Upsell Offers First

(A) Prioritize shipping information at the top of the email and then give a summary of policies and instruction manuals

‍(B) Lifestyle image with an order confirmation message overlay

Pro Tips: 

• Combine the visuals with the confirmation – because every shopper is always a bit anxious about their purchase (and post purchase cancellations are something else) 
• Always test messaging like ‘you made the right choice’ or ‘welcome to a community of wise decisions’ (alleviate vs. reward) 

P.S. The above tips apply to both shipping and order confirmation emails.

Keep reading: 29 Brilliant "Post-Purchase Email" Examples (+ How to copy them)

120. Offer Type → Upsell vs. Review

(A) “Loved your new smartphone? Upgrade to our premium accessories—shop now!”

‍(B) “Enhance your experience with these add-ons. Get 15% off—claim your discount!”

AND

(A) “Thanks for Your Purchase – Enjoy 15% Off Your Next Order” (upsell-focused)

‍(B) “We’d Love Your Feedback – Review Your Purchase for 10% Off” (review request with discount)

Pro Tip: Reciprocity bias shows that customers who receive a thank-you gift or incentive are more likely to engage further—test which approach drives both repeat purchases and gets you user-generated content (but don’t force it).

Also read: eCommerce Referral Email: 10 Examples That Really Work

▶ Promotional Email

121. Subject Line Focus → Immediate Savings vs. Long-Term Benefits

(A) “Today Only: 20% Off Everything”

‍(B) “Unlock Exclusive Perks with Our New Loyalty Program”

122. First Fold → Hero vs. No Hero Image

(A) High-quality image showing a new product line with a headline overlay

‍(B) Introductory paragraph detailing the promotion, followed by product thumbnails

Pro Tip: Ensure that any images used are optimized for quick loading and are relevant to the content – or else, you not only risk increased load times but also lead the whole email to be ignored.

123. Design Layouts → Two-Column Grid vs. Single-Column Layout

(A) Two-column grids of product images on the left and corresponding descriptions on the right

‍(B) Implement a single-column with products stacked vertically with text overlay and image backgrounds

Pro Tip: Two-column layouts can showcase more products within the initial viewport, which reduces the overall length of the email. However, single-column layouts are way easier to optimize on mobile.

Keep reading: eCommerce Email Design: 25 Beautiful Examples (& Why They Drive Sales)

124. No. of Products → Grid vs. Single Featured Product 

(A) 2x2 grid showcasing four related products with images and prices

‍(B) Full-width image of a featured product with details and a clear CTA

Pro Tip: Grid layouts offer variety and can appeal to diverse tastes, potentially increasing click-through rates. Single product features allow for a focused, persuasive pitch. Consider segmenting your audience based on browsing behavior to determine which layout is more effective for different customer groups.

125. Onboarding Drips → One vs. 3-Part Sequence

(A) “Welcome to our community! Here’s a 10% discount on your first purchase.”

‍(B) “Welcome aboard! Get to know our story” → “Explore our best-sellers and customer favorites” → “Enjoy a special 10% discount just for you”

Pro Tip: For those subscribing from post-purchase, test the loyalty program trial vs signup (give rewards for a limited time to prompt more quick rebuys).

Keep reading: 13 Incredible Examples of Welcome Emails (eCommerce)

4. PAID ADS

▶ Ad Creatives

126. Creative Type → Static vs. Video

(A) Crisp product shot of a lipstick in a clean, white background

‍(B) A short demo video highlighting the lipstick’s smooth application and vibrant finish

Pro Tip: Use both creatives but in different stages – use the demo video creative to cast a net and the static creative to retarget.

127. Image Type → Perfect vs. Imperfect Shot

(A) Perfect product shots with clean backgrounds

‍(B) Raw, unpolished UGC with real customer reactions

Pro Tip: “Imperfect” UGC can drive way higher ROAS because authenticity sells—consider testing which creative style resonates best with your audience. Why? Because perfection doesn't sell anymore – authenticity does!

Need more ideas? Also read: 26 Secrets to Running Successful Facebook Ads (For eCommerce Stores)

▶ Copy & Messaging

128. Tonality → Emotional vs. Logical Appeal

(A) “Experience no bullsh*t – raw-a** soy” (evoking a bold, edgy tone)

‍(B) “Soy weight off – engineered for purity and performance.” (logical)

Pro Tip: Emotional messaging can create a strong brand personality and connect deeply with a niche audience, while logical messaging appeals to detail-oriented shoppers. Test both approaches based on your brand positioning.

129. Checkout Type → In-App Checkout vs. Site Redirect

(A) Direct product page from the ad click

‍(B) Dedicated landing page featuring a curated collection around the ad theme

Pro Tip: For impulse buys, direct PDPs may reduce friction. However, for higher-involvement products, a curated collection can offer context and drive additional engagement.

130. Live Shopping Type → Flash Sale vs. Discount vs. Influencer

(A) Flash sale in live-stream

‍(B) Standard promotion (Brand-hosted live-stream shopping event launching a collection with discounts)

Pro Tip: Live events can significantly boost engagement. Test both influencer and brand-hosted formats to see which drives higher participation and conversion rates, particularly for seasonal launches.

Also read: 10 eCommerce brands winning at Social Commerce (+ Lessons we can learn from them)

5. SOCIAL MEDIA & ORGANIC CONTENT

▶ Content 

131. Video Type → Short-form vs. Long-form

(A) 15–30 second product teaser (Reels)

‍(B) 60–90 second in-depth product review 

Pro Tip: Mobile users generally favor shorter videos due to limited attention spans. Use A/B tests to see which length maximizes engagement and drives higher conversion rates.

132. Post Type → Reels vs. Static Posts

(A) Style tip reel (snappy, engaging, and vertical)

‍(B) Carousel post showing a narrative of the collection with lifestyle and BTS images

Pro Tip: Also A/B test your story posts as well – for example, test narrative content (like behind-the-scenes content) vs. polls.more narrative content) in stories

133. Edit Type → Fast vs. Slow Edit

(A) Fast-paced edits with rapid transitions to capture attention quickly

‍(B) Slow, deliberate edits that allow viewers to absorb details

Pro Tip: Fast edits work well for exciting, impulse-driven products, while slow edits may benefit products that require more consideration. 

Also read: 15 Underutilized Social Media Ideas For eCommerce Brands

134. Gamification → Polls vs. Giveaways

(A) Poll (“Which color do you love most?”)

(B) Giveaway (“Tag a friend for a chance to win!”)

Pro Tip: The Zeigarnik effect (the tendency to remember incomplete tasks) can drive higher engagement with polls.

How to Run A/B Tests on BigCommerce

TL;DR: Create two versions of your page using BigCommerce’s Page Builder and your store's existing theme (like Stencil). Then use Scripts Manager to inject conditional JavaScript (with defer loading to cut the flicker) and control who sees what (you can also dynamically generate elements). Track conversions, engagement, and other metrics using BigCommerce Analytics or GA4 or your preferred tracking tool.

👉 Step 1: Design Your Variants

Use Page Builder to create two different layouts. Example:

• Variant A → "Shop Now" CTA + bold hero image
• Variant B → "Discover More" CTA + subtle imagery

Pro Tip: Keep it ONE change per test. If you change both the CTA and the image, you won’t know which made the impact.

👉 Step 2: Implement the Test with Scripts Manager

Client-Side (Quick Visual Tweaks)

• Add JavaScript in Scripts Manager to randomly show Variant A or B (based on parameters like 'UTM_source')
• Example: “if (utmCampaign === "fb")” → Show Variant A, else show B
• Use the ‘defer’ load method to prevent users from seeing the “wrong” variant before the script runs

Server-Side (For Checkout & Payment Pages)

• Create two separate URLs one on your main domain vs one on your subdomain (e.g., /checkout-a/ and /checkout-b/)
• Redirect half of your traffic to each using UTM parameters or split traffic via paid ads

Pro Tip: For checkout pages, always use server-side testing—flicker here = trust destroyed.

👉 Step 3: Set Up Tracking 

To track which version performs better:
✅ Use BigCommerce Analytics to measure conversions & engagement
✅ Set up event tracking in Google Analytics (via GTM)
✅ Use heatmaps & session recordings (Hotjar, Crazy Egg) to see actual user behavior

Pro Tip: Don’t rely on just conversion rate—also, check the page time, bounce rates, and interaction depth.

👉 Step 4: Run Your Test (Without Calling It Too Soon)

How long should you run it? Depends on your traffic:

STOP if:
🚫 Your test has less than 250 conversions per variant (sample size too small)
🚫 You see a temporary winner in week 1 (wait for at least 95% statistical significance)
🚫 External factors (seasonal sales, ad spend spikes) are messing with results.

Pro Tip: Use a free A/B test calculator to check if the results are statistically significant. No shortcuts.

👉 Step 5: Declare a Winner (Or Pivot & Retest)

If Variant B crushes Variant A, don’t just stop there. Ask:
✅ Why did it win? (was it a better CTA – or, a clearer value prop)
✅ Can we improve it further? (Stack another test on top)
✅ Did we learn something for other pages? (Cross-apply insights)

⚠️ Quick note: BigCommerce Scripts Manager won’t let you A/B test on multi-step carts – so, you can duplicate the test on an identical storefront on a subdomain – or you can always run a headless architecture (and you won’t need to do any of this).

Also read: 35 Brand Examples of Headless Commerce in 2025