143 A/B Testing Ideas For Shopify Stores

While the average Shopify store makes $5, 583 per month, at Convertcart we’ve seen better turnovers. 

And guess what, the secret has never been oft-used retention, sales, or marketing strategies. 

It’s conversion rate optimization through the right kind of Shopify A/B testing—the kind where random elements aren’t tested but the whole funnel is prioritized:

A. HOMEPAGE

B. LANDING PAGES

C. COLLECTION PAGES

D. PRODUCT CARD DESIGN

E. POP-UPS

F. PRODUCT DETAIL PAGES

G. CART PAGE & DRAWER

H. CART UPSELLS

I. MAIN CHECKOUT

So what are we waiting for? Let’s jump in. 

The Shopify A/B Testing Guide for the Entire Conversion Funnel

A. HOMEPAGE

1. Hero section layout and messaging

The hero header is often the first point of contact for customers, especially first-time visitors. 

i) A: Display a full-width visual vs. B: Display a boxed half & half display for imagery & copy separately

The first is likely to work better if an eCommerce brand creates aspirational products and the latter if there are  technical products—but the test in both cases is crucial to assess clickthrough rates. 

ii) A: Feature an emotion focused headline vs. B: Feature a value proposition led headline

The above test will be more relevant if you’re doing customer segmentation on the side—while an emotion focused headline will work better with experience oriented shoppers, a value proposition led headline is more likely to work with those looking for tangible benefits.

iii) A: Make the messaging about a bundle vs. B: Make the messaging about a back-in-stock bestseller

Whereas Shopify brand Blume prefers to work with the former…

…another Shopify brand Beardbrand frequently tests out back-in-stock arrivals in their hero section:

2. Featured collections placement & content

To see real Shopify A/B testing success, you’ve got to test how well highlighting product collections on the homepage is working—these collections could potentially include bestsellers, gift sets, seasonal drops or even dynamically picked trending items. 

i) A: Position the collection above the fold vs. B: Place the collection mid-page

The first approach seems to work better with established brands. However, the second variant offers more space for brand storytelling and trust-building in the first fold, which is significant for lesser known brands. 

ii) A: Show static 2 to 3 products within the collection vs. B: Show up to 10 products and make it swipeable

While the first is ideal for a faster checkout experience, the second variant, especially with adequate personalization, can lead to higher AOV. 

iii) A: Feature only product shots vs. B: Feature lifestyle shots 

The first variant is ideal for products for which shoppers will be intent on studying material, craftsmanship etc. However, if it’s a product that shoppers would love to see in a use-context, the second may work better. 

iv) A: Display collections based on overall popularity vs. B: Feature collections based on what the shopper has been browsing

While the first variant may work especially well for first-time visitors, seasoned customers will appreciate the second—it will help them continue with a new session from where they left off last. 

v) A: Feature descriptive labels for the collections vs. B: Feature emotional labels for the collections

Whereas Shopify brand Colourpop sticks to descriptive labels like “trending on social” and “shop X collection”...

Pura Vida Bracelets, which is yet another Shopify business, chooses to name their collections in a way that elicits an emotional & connected response: 

3. Navigation menu structure

Without effective product discovery, there are no conversions. And that means your Shopify A/B testing for the discovery stage needs to lay more focus on what happens within the primary menu. 

i) A: Display a simple 1 layer menu vs. B: Display a mega menu

Shopify brand Allbirds sticks to the first variant as a practice, and helps shoppers discover products through other means like highlighting the current bestsellers right under the first fold…

…whereas Shopify brand Chubbies maintains a simple two-layer mega menu across each of its major categories, making the most of the structure by showcasing quick links on the side:

ii) A: Reveal the whole menu with a visual cue  vs. B: Reveal the menu upon hover

While the first variant makes the menu scanning process clutter free, too many categories upon clicking the visual cue may feel overwhelming to shoppers. On the other hand, the second variant may make the UX  tough for mobile shoppers. 

iii) A: Maintain a sticky menu till the last scroll vs. B: Don’t maintain a sticky menu beyond the first scroll

The first variant typically improves engagement with the navigation menu while the second makes space for shoppers to interact more with recommendations, and as a result, move into product pages quickly.  

iv) A: Highlight new arrivals in the main menu vs. B: Highlight new arrivals + what’s coming soon

This is a great test when you’re trying to optimize ways to create anticipation and trigger impulse buying. While the first clearly nudges shoppers who’re ready to buy right away, the latter appeals more to returning customers and loyalty members waiting for exclusives. 

Shopify store Rothy’s always makes space for new products in their navigation menu…

…Whereas another Shopify brand Blenders Eyewear highlights both new arrivals and what’s coming up:

Further Reading: eCommerce Navigation Best Practices For 2025

4. Mobile menu organization

Navigating the mobile menu effectively often becomes a primary mobile UX challenge for many eCommerce shoppers—and this is what you’ve got to solve through Shopify A/B testing for the discovery phase. 

i) A: Place the hamburger menu on the top left vs. B: Place the hamburger menu on the top right

While the hamburger menu on the left can ease discovery for desktop users, the one on the right may actually seem more feasible for those used to mobile apps. 

ii) A: Limit top level categories to 5 only vs. B: Expand top level categories to beyond 5

In case you sell more products, expanding the number of top level categories may make sense. However, limiting top level categories typically leads to faster time-to-product, which is a great pre-conversion metric. 

iii) A: Feature a partially visible navigation vs. B: Feature a completely hidden navigation

Shopify brand Verve Coffee Roasters highlights three important links outside of their main mobile navigation menu to reduce clicks…

…whereas Shopify coffee brand BLK & BOLD doesn’t go with a partially visible navigation to keep the layout clean:

iv) A: Display a text-only menu vs. B: Display a combination of text & image-based links

The main reason why many Shopify businesses prefer a text-only menu is because it leads to faster loading times. So if you have to introduce images into the menu as part of the test, make sure you limit them to only contextual images. 

v) A: Integrate live chat at the bottom vs. B: Integrate a “Contacts Us” option at the top

Shopify store Manly Man Co. works with the first variant since they also integrate chat into their hamburger menu…

…While Shopify flower store Brighter Blooms provides a “Contact Us” link at the top, which takes the shopper to a separate page that features self-help resources, email, telephone etc.:

Further Reading: eCommerce Mobile UX: 27 Ways to Get More Conversions

5. Search bar placement & functionality

When you’re Shopify A/B testing for the discovery phase, a key fact to remember is that one-third of eCommerce visitors prefer to perform site search. On the other hand, high-intent searches frequently result in almost 30% higher conversions than other kinds of searches. 

i) A: Make the search bar visible upon clicking vs. B: Make the search bar visible upon hover

Though the first variant may seem like extra work, the truth is that it makes for more intentional clicking and searching and prevents accidents, especially on mobile. We’ve however found the second to bring more engagement, especially on desktop. 

ii) A: Feature only hint text in the search bar vs. B: Feature hint text and product suggestions

The first variant becomes a preference when you don’t have too many products in your store or you’ve faced slow loading times as a result of providing suggestions. 

iii) A: Feature popular or trending searches as suggestions vs. B: Feature popular categories as suggestions

The first variant is the better choice if your current goal is to attract more impulse buyers, while the second is for those who have a high intent to explore your brand’s offerings. 

iv) A: Feature only image thumbnail + product name suggestions vs. B: Feature an additional “View all results” CTA

The first variant is really effective for narrow searches, where your recommendation engine can dynamically fetch closer suggestions. The second works better for broader or even vague terms, where a close match may not always be possible. 

While Shopify brand United by Blue works with the first variant…

…Cheekbone Beauty, another Shopify store, goes with the second: 

6. Email signup flow

This is another crucial area that your Shopify A/B testing has to do justice to if you want the micro-conversions, the email opens, or even just drive true success through your retargeting campaigns. 

i) A: Integrate the signup form into the footer vs. B:  Maintain the signup form in a separate section above the footer

Though there’s only a subtle variation between these two types, the first serves two purposes: a) Universal familiarity that doesn’t cause visual friction for shoppers and b) Wheeling in of highly engaged visitors, who if they sign up at this stage, will also likely buy later. 

The latter is often a tactic that businesses that are currently focusing more on marketing goals like micro-conversions and retargeting look at. 

ii) A: Make the signup form a part of the top navigation vs. B: Maintain the signup form as part of the footer navigation

Not many businesses experiment with the first variant simply because real estate in the navigation panel is expensive, but if they do, taking a slight design detour from the typical form field may be necessary. Check out how Shopify brand Dr. Axe plays with it:

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iii) A: Show the signup form as an email preference center vs. B: Show the signup form as a simple offer/discount

The first variant is definitely more suitable if a business is trying to segment its audiences closely, while the second makes more sense when wheeling in more new visitors and impulse buyers is the main goal. 

iv) A: Feature an emotion-led signup message vs. B: Feature a value-led signup message

While both are meant to win over trust and conviction, the first variant is more effective in relaying your unique values as a brand. The second, on the other hand, focuses more on the value that the shopper will get out of signing up. 

Shopify underwear brand Negative relies on the first variant to make an impact…

…While Cheekbone Beauty focuses on putting the second to use:

7. Trust signals placement & content

In the overcrowded eCommerce landscape, unless you’re a massive brand, you’ll have to work harder on your Shopify store explicitly sending out trust signals. 

i) A: Show brand promises right after the first scroll vs. B: Show press mentions right after the first scroll

Clearly, the first variant may be more suitable for relatively newer businesses, while the second works better for brands that have been able to amass more critical fame. 

ii) Display an award as a product image label vs. B: Display an urgency nudge as a product image label

The first approach works really well when you’re trying to spotlight your bestsellers, but the latter might be more effective on fewer products, especially when you put them under sale or clearance. 

iii) A: Display a section on the impact your business is creating vs. B: Display a section on the philosophy you run your business with

If you’re trying out the first variant, you can do it two ways: a) As an impact snapshot with numbers and stats or b) As a segue to an actual report (if you have one) along with a link.

iv) A: Feature site reviews as a sticky button that can be clicked vs. B: Feature site reviews in a separate link in the main navigation panel

While the first is great at offering instant social proof as the shopper scrolls, the latter may mean smoother UX, especially where more complex purchases are concerned. 

Shopify brand Tofino Soap Company maintains a sticky “reviews” button which when clicked opens up in a quickly accessible modal with multiple pages:

Shopify store Huel, on the other hand, features “Reviews and Testimonials” as a sub-category under the “About” section in the navigation menu:

Further Reading: 30 Ways to Build Trust FAST (On Your eCommerce Store)

B. LANDING PAGES

8. Hero section imagery & copy

Unlike on the homepage, a landing page’s hero section will need to narrow down to a single product, collection, or offer. At the discovery stage, the more effectiveness your Shopify A/B testing can drive in this aspect, the better the conversions will be. 

i) A: Lifestyle image of the product in use vs. B: Product highlight shot set against a neutral BG

The success of the variants largely depends on product type and how complex it is to understand what the product is about—and that means while A might be the better choice for niches like apparel and furniture, B might work better for more technical products like watches & cameras.

ii) A: Short looping video with manual play/pause vs. B: Static full-width hero image

Yet again, which variant wins will depend on what goal you’re working with. For example, if you intend to create a stellar brand-based landing page, A would be more suitable. But if you’re doing something more product-focused, B is likely to be more effective. 

iii) A: Headline and CTA positioned on the image on one side vs. B: Headline and CTA offset to the side separate from the image

When businesses apply A on their landing pages, the reason usually is that they’re trying to build a more cohesive, mobile-first experience where elements load seamlessly. On the other hand, B enhances readability to a great extent, especially on desktop, and creates a balance between look, feel, and value proposition. 

Shopify brand Kizik, which sells travel shoes, takes the second approach while using a short looping video, to lay focus on the different trust-building elements in the first fold distinctly:

9. Call to Action

The call to action is one of the most fundamental elements of a landing page, making Shopify A/B testing on this for the discovery phase absolutely critical. In terms of how your CTAs read, the goal of the page (whether it’s a purchase, signing up, or moving into more category-specific exploration) needs to be the same. 

i) A: CTA with just action words vs. B: CTA with action words + an urgency trigger

Though generically, B tends to perform better across many A/B tests, we’ve noticed it’s ideal to reserve it for special editions, limited releases, and season-specific offers. In fact, for evergreen products and associated value propositions, B could come across as pushy, and A is likely to perform much better. 

ii) A: Feature an action-led CTA vs. B: Feature a value proposition-led CTA

Which of the above will win largely depends on the context your landing page sets. While low-consideration products may get more immediate traction with A, more complex products may do better with B. 

Supplement brand Alloy goes beyond and introduces a combination CTA on their landing page, flanked by relevant elements like social proof and transparency around pain points:

iii) A: Feature a single CTA in the first fold vs. B: Feature a secondary CTA too

Which of the above wins again depends on what your landing page audience is likely to want to do—if, for example, they have high intent, A will work better. But if you’ve set up a goal where you want to track both conversions and micro-conversions, B is likely to be more targeted. 

Shopify brand Popsockets introduces two CTAs on their landing page, but both with transactional intent—depending on what you click, a different set of product recommendations open up:

Further Reading: Shopify landing page design: 20 amazing examples + proven ideas

10. Urgency

No one wants to miss a great deal and it’s true for those who come with high intent, through ad traffic or email clicks. At the discovery phase, effective Shopify A/B testing in this area can help you nudge potential shoppers towards purchases faster. 

i) A: Use sale deadline text as microcopy vs. B: Use sale deadline through a countdown timer

Which of these wins really depends on the context and the level of urgency. While A usually fits in without drawing too much attention, using B is worthwhile especially if you’re running a discount when multiple competing brands also are. 

Printerpix, for example, makes use of the first variant on their personalized blanket gifting page, by highlighting the sale deadline date distinctly through microcopy:

ii) A: Stock status as “Only X left” vs. B: Show status as a real, dynamic stock counter

While A has a better likelihood of winning with low-consideration products, it will also probably fare better when you’re trying to optimize a mobile-first landing page (since a stock counter can make loading a pain). On the other hand, a dynamic stock counter is definitely the way to go when you’re trying to sell trending products or bestsellers faster. 

iii) A: Highlight a real-time sale counter as a sticky element vs. B: Highlight a real-time product view counter around the CTA

For both variants, a potential problem to watch out for would be the amount of distraction it creates. If either appears clunky on mobile devices, bounce rates could go up. 

This is the reason why Etsy keeps its sale landing page urgency hooks above the price:

11. Social Proof

Despite high buying intent, many Shopify landing pages don’t convert because they don’t feature the social proof their true audiences want to see. This is a critical Shopify A/B test to run at the discovery phase because audiences are still gathering information and comparing. 

i) A: Feature review snippets with customer names vs. B: Feature review snippets from press mentions

While both are good variants to test on a Shopify landing page, A works better if you’re optimizing landing pages for email campaigns. On the other hand, B might be more effective for landing pages tied to ad campaigns. 

ii) A: Show a curated selection of reviews (not more than 3) vs. B: Show reviews in a sliding carousel (10-12)

While most businesses will naturally lean towards A in 2025 even without testing, we’d recommend you give B a shot if you sell complex products that require steady decision-making. B would also likely win if you serve several customer segments, which need more varied proof before making a purchase.

Vivaia, for example, uses A as its primary approach on paid ad landing pages—in the following one, they substantiate this section by stating that the reviews are verified by Yotpo:

iii) A: Feature a mix of social proof including reviews, UGC photos, standalone quotes etc. vs. B: Feature a shoppable social wall 

Since both of the above can present different complexities (A can lead to slow page loading, while B can compete for attention with the main product), it’s ideal that you segment the results based on device type, traffic source, etc. 

12. Product finder quiz

That effective and personalized product discovery can create faster conversions is anybody's guess—which is why including the funnel quiz in your Shopify A/B testing strategies is a must.

i) A: Feature the quiz distinctly above the fold vs. B: Display the quiz as a nudge alongside product reviews

Variant A would certainly be the ideal plug for your Shopify landing page if personalization is core to the shopping experience in your store. Whereas B would work equally well if you feature both ready-to-ship products as well as those that need customization or personalization. 

ii) A: Design the landing page in a quiz flow vs. B: Reserve the hero header for the quiz

While A becomes a better choice for brands that build conversions through highly personalized products, B is more likely to fetch better results when a brand uses multiple tools for product discovery. 

Shopify brand Alloy uses the first approach for the first two scrolls on their ad landing page for perimenopausal supplements:

iii) A: Offer a money-based incentive for completion vs. B: Offer a content-based incentive for completion

Though testing these variants is valuable. It’s good to know that A is likely to fetch better results when your goal is immediate conversions, whereas B is more likely to build higher engagement and better customer lifetime value. 

Shopify brand Ogee, for example, tests a version of the first approach by featuring discounts on add-ons when they fetch the quiz results:

C. COLLECTION PAGES

13. Product grid layout 

A key factor in a typical Shopify category page, product grids enable all kinds of viewing styles, whether it’s about structured decision-making or casual browsing. 

i) A: Reserve the full row for product listings vs. B: Reserve a tile for a separate category CTA every few rows

While the first variant is ideal if your goal is to improve product discovery, the second works better if you’re trying to help repeat visitors explore connected categories to narrow down their focus. 

Shopify brand Kylie Cosmetics takes the latter approach to nudge shoppers to consider more products:

ii) A: Let all the listed products in a row carry discounts vs. B: Let only 1-2 listed products in a row carry discounts

The reason both these variants are great to be tested is because they target different forms of consideration. While A is more about enabling shoppers to compare products with different discounts at one go, B deepens consideration by going beyond just the price to assess the overall worth of purchasing. 

iii) A: Feature multiple rows with products carrying the same label vs. B: Vary the labels in every row

While labels like “New Arrival” or “Just Dropped” may do better with Variant A, the risk is shoppers will lose interest if they see it repeated beyond 2 rows. Consider using this more when there is an additional incentive present like an ongoing sale. On the other hand, B will invite more engagement through deeper scrolling even if it doesn’t help in narrowing down products as easily. 

14. Filtering & sorting system

When you’re Shopify A/B testing to sharpen the consideration stage, filtering & sorting are areas you can’t miss because they’re closely tied to personalization. 

i) A: Display filters on the top before listings begin vs. B: Display filters on the left of the screen

Conventionally, Shopify stores with fewer products and filtering attributes prefer the top placement. Stores with larger catalogues and complex attributes lean into the left-side option. 

However, Shopify stores like Juicy Couture take a combined approach to ease mobile-first shopping, where when the top filtering is clicked, it opens up on the side:

ii) A: Feature only up to 4 relevant sorting options vs. B: Feature over 6 sorting options

Variant A can appear to fetch narrower results and also contribute to ease of navigation. But that doesn’t hold if your Shopify store has a large catalog and/or caters to multiple customer segments that display unique sorting behaviors. 

iii) A: The filtering-sorting bar goes out of view while scrolling vs. B: A sticky filtering-sorting panel

It’s a good idea to test between the above, because while a non-sticky filtering-sorting bar appeals to shoppers who prefer minimal distractions, a sticky option can actually induce & enable better buying behavior even while a shopper is at the consideration stage. 

iv) A: Mention standalone filters & sub-filters vs. B: Mention filters & sub-filters with product count

Yet again, businesses prefer both the above variants but for different reasons—while A helps them avoid low-count filters, B enables them to be more transparent so that shoppers don’t end up clicking on filters that don’t seem to offer enough variety. 

Shopify store Juicy Couture always mentions product count against all available sub-filters:

15. Collection descriptions

From building customer awareness to optimizing SEO for your entire Shopify store, collection descriptions are overlooked but critical to A/B testing. 

i) A: Insert the UVP into the collection name vs. B: Feature additional microcopy that carries the UVP

Shopify brands that prefer Variant A are typically working with larger catalogs or a wider layout, making first-fold real estate expensive. It also works really well for mobile optimization. On the other hand, mentioning the UVP in the microcopy is ideal for product collections that feature a complex UVP. 

While Shopify store Bubs Naturals use the first…

…Thinx, yet another Shopify business, goes with the second approach:

ii) A: Target search intent with the description vs. B: Build an emotional connection with the description

While the first will need you to lean heavily on specifications, technicalities, and super specific keywords, the latter will demand a more evocative language with perhaps even a story in it. 

iii) A: Bring out the category benefits with the description vs. B: Bring out social proof with the description

Variant A can especially be effective for Shopify stores that leverage functionality as their main selling point—think niches like tech, furniture, tools & equipment. On the other hand, Variant B can help businesses optimize the consideration stage when they’re not all that well-known but have lots of positive reviews. 

Shopify business No Bull uses the first variant in this example:

D. PRODUCT CARD DESIGN

16. Image type & functionality

Since this is what a shopper typically interfaces with at the consideration phase, image type & function can make or break the perceived value of products you have on offer. 

i) A: Static image display vs. B: Image changes upon hover

Both of the above can be effective under different contexts. While A can be an effective consideration for a store that has relatively high traffic and sells products that don’t necessarily need a multi-angle exploration, B is more suited to products that revolve around fit, material, and even use cases. 

ii) A: Large image size with minimal product info vs. B: Smaller image size with elaborate info

The first is a great way to go for brands that receive most of their mobile traffic and/or stock products where the main selling point is aesthetics. The latter is a better approach where specifications matter more and can also vary a lot between variants. 

Shopify store Mirrormate takes the first approach…

…while Ashley Furniture divides their product card design almost into half visual and half technical info:

iii) A: Lifestyle shots in use vs. B: Product shots on a neutral background

For brands that depend on visual storytelling to sell, the first approach can be effective. Whereas for those that sell products either in multiple formats or need to be transparent around specifications, the latter is ideal. 

While many eCommerce pet stores run on Shopify, see how the following two use the above approaches—while Occam Stores uses lifestyle shots…

…Natural Pet Supplements goes with the latter:

Further Reading: How To Use Visual Commerce To Improve Conversions

17. Price display format

The reason why Shopify A/B testing is critical in how you display your price is because it directly impacts comparison shopping choices. 

i) A: Display anchor pricing vs. B: Display only the final price

As obvious as it may sound, the first variant can have a real impact on conversions for sale-heavy niches like electronics and health & beauty. The latter though works better for brands in the luxury space and even for those who want to stay away from adding to existing discount fatigue in shoppers. 

Shopify contemporary jewelry store Baby Gold, though, manages to combine the two approaches convincingly:

ii) A: Display strikethrough pricing vs. B: Display final price with a “price drop” nudge against pricing

While the first comes in handy when the discount is quite significant (at least 15%), the latter works well even with smaller price drops. 

Shopify phone accessories brand Wildflower uses a combination approach of the above two, declaring an “extra X% off” as a label wherever applicable:

iii) A: Display price as a $X - $Y range vs. B: Display price with a “starting at $X” nudge

The first variant can especially be useful if you sell multiple quantity options. The latter on the other hand can work well if you’re trying to target an audience that typically responds better to lower prices. 

Further Reading: eCommerce Pricing Strategy: How These 9 Brands Are Nailing It

18. Product label type & positioning

When you’re Shopify A/B testing to finetune the consideration phase across collection phases, product labels become worthwhile subjects. For one, they’re able to draw instant attention and for another, the right ones ensure shoppers find what they’re looking for faster. 

i) A: Display a product label on at least 2 products in every row vs. B: Display a product label on a single product on every row

While the first variant works to grab faster attention across more products, there’s the real risk of tiring out shoppers who’ve just landed with the same label applied many times. This is a mistake that the Shopify brand Happiest Baby makes, coming across as a little too much beyond the first two rows:

ii) A: Feature a % discount as a label vs. B: Feature $ savings as a label

The first variant typically works better for high-priced products, while the second is effective for low-priced products. Some Shopify brands, though, prefer to use a combination of the two to eliminate the added friction of some shoppers wanting to calculate the discount. 

In fact, Shopify store Waterdrop is a case in point:

iii) A: Display some products with the “preorder” label vs. B: Display some products with the “back soon” label

While both variants may seem like they target anticipation, which they do, the exact context is slightly different. While a “preorder” label may be more effective for a product launch that you’ve been hyping up, “back soon” may apply more naturally to bestsellers that are known to go out of stock often. 

Shopify store Solly Baby uses the “preorder” label often on products that are an extension of products that have been doing well—for example, if they have a regular sleeper set for babies, they may use this label on a limited stock for 4 to 6 year olds:

19. CTA functionality 

While Shopify A/B testing for the consideration phase of your store’s collection pages, pay special attention to this area. The CTAs here can either induce action for the right reasons or not be noticed at all. 

i) A: Feature only a single CTA vs. B: Also feature a secondary CTA

While the first makes the conversion funnel more targeted, the latter is helpful where you have a plug more compelling than “add to cart”. Examples would include a secondary CTA on special subscription pricing or even lower pricing for loyalty program members. 

ii) A: Feature a “Buy Now” CTA vs. B: Feature an “Explore More” CTA

In our CRO experience, the latter seems to be effective for high-consideration products and even more so with some minor microcopy that suggests additional customization or personalization upon reaching the product page. 

iii) A: Feature a CTA with just price vs. B: Feature a CTA with additional info

The latter can span several different messages including ones that induce urgency (“Buy Now - Limited Stock”) and create more assurance (“Find Your Shade”). 

Shopify brand Morphe, for example, states the number of shades a particular product has, to deepen consideration among shoppers:

20. Information hierarchy

An effective information hierarchy would mean that your Shopify collection pages are easily scannable and products easily identifiable for their uniqueness—both of which are critical when it comes to catching the shopper at the consideration stage. 

i) A: Show the entire gallery in a carousel within the modal vs. B: Pick the most evocative product image for the modal

While the first variant may be really effective if you’re selling a product that needs to be viewed from multiple angles, the latter may be what you’ll need to stick to if you’re prioritizing a mobile-first design. 

ii) A: Feature just a line as product descriptor vs. B: Mention specs or what the product contains

The first variant is naturally more suited to standalone products, though exceptions may include where the product is a high-consideration purchase: think tech, luxury, or even artisanal goods put up for subscription. 

Shopify brand Nomad Grills naturally takes the second approach for their bundles:

iii) A: Feature only star ratings vs. B: Feature star ratings + review count

For practical purposes, for newer brands that have ratings but not as many reviews, the first variant works better. But for more established brands, like Crossrope below, a combination may fetch better click-through rates to start with. 

iv) A: Mention “Free Gift” if applicable  vs. B: Mention “Free Shipping” if applicable

The interesting thing about this test is that a “free gift” variant may do better in certain product categories, especially if you feature something super complementary or relevant. On the other hand, “free shipping” may really take off where higher priced items are concerned or on some products that you include in your international commerce context. 

Shopify store PetLab Co. makes subscribing a tad more attractive by highlighting a “free gift” nudge:

21. Variant & size selector 

Shopify A/B testing this area to optimize the consideration stage can mean two immediate things: lesser friction + faster decision-making. 

i) A: Feature “+ X colors” as a nudge to go to product page vs. B: Show all variants as swatches

The first makes complete sense as far as mobile shopping is concerned, though it may annoy desktop shoppers for the additional step of visiting the Shopify product page. And, the second makes sense only if there are fewer variants or a horizontal scroll function to move through more of them.

Shopify store Pela Case picks the first kind here to stay relevant for mobile optimization:

ii) A: Size variants show up upon hover vs. B: Size variants show up as swatches beneath the image

While the latter can be space-consuming, it may be more obvious for shoppers in a hurry. As far as the former goes, it can be a hit or miss unless you choose to use high-quality visuals like Shopify store Gymshark does—in this case because a clear CTA is missing, most shoppers will opt to hover to see what happens, and voila! the sizes show up:

iii) A: Change variant display when swatch is clicked vs. B: Change variant display when swatch is hovered over 

The first variant can come in especially handy for mobile shopping so that shoppers don’t end up with accidental clicks. However, the second is ideal for desktop browsing/shopping as it allows more control for shoppers to look through more with minimal effort. 

22. Wishlisting capability

At the consideration stage, it’s imperative that you offer reasons to shoppers to come back to your store when they’re closer to deciding on the purchase—and that’s why Shopify A/B testing on the wishlisting capability is crucial. 

i) A: Wishlisting icon on the top right of image vs. B: Wishlisting icon below image

The first variant is better for mobile users as it falls more in line with the thumb zone. But the second variant may be more applicable if you’re using it for research-heavy products where shoppers need to interact with product details first before considering the wishlist. 

ii) A: Constantly visible wishlisting function vs. B: Wishlisting function visible only on hover

The first approach will appeal to more impulse shoppers who may be on a wishlisting spree, while the latter may be ideal for intentional shoppers. 

23. Quick view / add functionality

This is a crucial aspect to run Shopify A/B testing on at the consideration stage, especially if leading shoppers to the product page isn’t your immediate goal. 

i) A: Opens up like a short centralized modal vs. B: Opens up like a mini product page

The first variant is ideal for mobile shoppers who are interested in discovering a product fast and closing it fast if needed. The second creates more assurance for high-value purchases that require people to see details like the image or certain specs more clearly. 

Shopify outdoor store SE Bikes uses the second approach, when shoppers hover over a product, find the “Quick Buy” button and click it:

ii) A: Show “Quick View” upon hover vs. B: Show more options through a distinct CTA visual cue

The hover approach is definitely more welcome if the catalog contains many products. However, for customizable products, visual cues like an arrow which when clicked shows options like “Find Your Routine / Set” can be more helpful. 

iii) A: Feature just a “Quick Add” button vs. B: Feature a crisp product description with the “Quick Add” button

Featuring a short description is desirable if your product names are a bit vague or you’re displaying bundled products under a theme name. 

This is the approach Soko Glam uses so that when shoppers hover over the product, this is what shows up:

E. POP-UPS

Whether it’s the offer that it displays or the intent it addresses, a well-optimized pop-up on your Shopify collection page can mean audiences will consider your brand & products just a little bit longer. 

24. Design

From the size to the headline to the CTA placement, pop-up design has a huge role in impacting the minds of shoppers who’re at the consideration stage. 

i) A: Feature a full-screen pop-up vs. B: Feature a slide-in pop-up

The first variant inevitably leads to better lead generations, but the second contributes to better shopper UX, where they can continue to browse (and consider) with less friction. 

ii) A: Feature a one-form field pop-up vs. B: Feature a multiple-form field pop-up

The first variant is good for a test only when you’re showing a limited-time offer at the consideration stage to convert faster. The second, however, can help shoppers feel more guided and engaged, especially when brands don’t spark it off too early. 

iii) A: Display a one-step pop-up vs. B: Display a two-step pop-up

The one step pop-up is ideal for those who’ve come to your site for the first time but know about your brand and offerings. On the other hand, two-step pop-ups can get more attention from return visitors, provided there’s an incentive for the second step. 

It’s interesting Shopify business Cupshe often plays with multiple field pop-ups, but check out how they incentivize additional steps:

Further Reading: Exit-Intent Pop-Ups: overcoming common mistakes + 20 brilliant examples

25. Timing & intent

Based on what shoppers do at the consideration stage, that is, whether they keep scrolling or bounce easily, you’ll have to plan your pop-ups. 

i) A: Trigger a pop-up upon exit intent vs. B: Trigger a pop-up upon scrolling

While exit intent pop-ups can be valuable for retaining visitors and engaging them further to browse, scroll-based pop-ups can add to the existing browsing experience. 

ii) A: Trigger a pop-up for first time visitors vs. B: Trigger a pop-up for returning visitors

While the first variant may be more effective when you pair it up with an incentive, the second may have an impact only when the messaging is personalized and combines urgency or exclusivity. 

iii) A: Feature a personalized recommendation based pop-up vs. B: Feature a discount based pop-up

For the first variant, we’ve noticed featuring a pop-up with a single product sometimes works better than featuring multiple. In any case, limit the number to no more than 3. 

Shopify coffee brand Bruvi takes a combination of the two approaches by triggering a scroll-based pop-up on their “brewers” category page:

26. Offer Type

Not all offers are equal, especially not at the consideration stage—so what sort you feature on your Shopify pop-ups will have a considerable impact on engagement and conversions. 

i) A: Display a pop-up with a single discount vs. B: Display a pop-up with multiple value hooks

While the first variant works well on shoppers who are just waiting to make the first purchase, it may not be as effective if you’re selling complex products. In that case, variant B will work better. 

ii) A: Feature a limited-time offer vs. B: Feature an evergreen offer

The above test is valuable around the year but the variants are tied to your larger goals—for example, only if you’re prepping for a product launch or flash sale, does the first make sense. However, if your overall goal is to improve brand loyalty, then the second variant is more effective.

F. PRODUCT DETAIL PAGES

27. Image gallery layout

i) A: Feature images in a vertical scroll vs. B: Feature images in a carousel

This test is especially valuable for brands that rely heavily on images to psychologically impact shoppers who’re on the brink of making a purchase—niches that’ll do well with this include furniture, fashion, lifestyle, and jewelry. 

ii) A: Show lifestyle images first vs. B: Show product images first

While the first variant may have more impact on new customers who’ve never thought of the product seriously before, the latter will appeal more to return customers who’ve been in the process of doing their research. 

iii) A: Enable interactive zoom vs. B: Enable zoom upon clicking 

The first type is clearly great for desktop but maybe tricky on mobile, but the latter can be great for both and be overall a better variant to bet on because: 1) it induces intentional engagement and 2) it will receive clicks only when a buyer is serious. 

Shopify store Aurate works with the second variant and to make it more effective, keeps the scroll for the product description section seamless:

28. Product description format

After all, compelling product descriptions often lead to not just conversions but return customers, and Shopify A/B testing this component can make your product pages more effective. 

i) A: Feature a single flow of information vs. B: Feature collapsible sections of info

The first variant is ideal for not just mobile shopping but for contexts where shoppers are looking for powerful storytelling in this section. On the other hand, the second may make more sense for brands that are high on technicalities, ingredients, or some such. 

ii) A: Use a feature-first description vs. B: Feature a benefit-first description

While the first can benefit comparison shoppers more, the latter is ideal for those who’re trying to envision how a product will fit into their current life. 

iii) A: Use only bullets to represent info vs. B: Use a short & impactful para to represent info

The first is naturally more suited to products with specifications, but the latter can work for both technical & emotion-leaning products, but only as long as there are no more than 3 to 4 short sentences. 

Shopify business Death Wish Coffee uses the second approach—but also brings in compatibility info in italics for high-intent shoppers:

29. Pricing display strategy

This aspect is critical to Shopify A/B testing at the desired stage for the highest conversion success—variant success also reveals how shoppers think and what they associate maximum value with. 

i) A: Display charm pricing vs. B: Display rounded pricing

While the former seems to have a more positive impact on value-sensitive shoppers, the latter is ideal for those who’re looking for simpler pricing on high-ticket items. 

ii) A: Show price anchoring vs. B: Show the final price 

This test can offer deeper optimization insights if your Shopify brand creates mid to high-ticket products. 

iii) A: Feature different prices on different quantity purchases vs. B: Feature different prices on subscription options

While the first variant can inspire repeat purchases, without labels like “Best Value” or “Most Bought”, may not be as effective. For the second one too, unless the value against each option is clearly brought out, conversions may not happen as fast. 

Shopify drink store Hydrant in fact optimizes this by featuring product bundling and subscription options alongside one-time purchase:

30. Variant selector design

Unclear info around what’s available and what’s not and where special prices are available can cause hesitation in shoppers who’ve almost made up their mind—this is one of the things that Shopify A/B testing at the desire stage needs to resolve. 

i) A: Feature an in-line variant selector vs. B: Feature a pop-up selector

To make the first variant further effective, consider clubbing variants under relevant labels like “Sale” and “Limited Edition” to appeal to specific customer segments. As for the second, it makes more sense when you have over 15 variants—but keep an eye on page load time!

ii A: Show a pre-selected variant vs. B: Show no pre-selected variant

Across our free audits, we’ve noticed that pre-selected variants can trigger a win-lose situation—Win: The shopper may quickly add the selected variant to cart especially if it comes with a desirable label & Lose: It may increase the rate of returns if shoppers aren’t careful in assessing if what’s selected is what they really want. 

iii) A: Display separate tiles for each variant vs. B: Display separate swatches for each variant

This can be a critical but tricky test because each variant has a clear advantage—while separate tiles are especially welcome for mobile shoppers, separate swatches make for less scrolling. 

Shopify business Bulletproof takes the first approach, and creates additional impact by featuring relevant microcopy - “What’s the difference?” - that can help shoppers choose:

31. Size guide functionality

Though three-fourths of shoppers say sizing is inconsistent between brands, you’ve got an opportunity to be clear about your own brand sizes—and this can be a great reason why your conversions improve and returns reduce!

i) A: Display a single size guide vs. B: Feature multiple size guide touchpoints

For the first variant, the best placement is ideal either around the size selector or above/below the CTA. The second variant may be of more impact if you’re testing it on a product page that’ll also act like a landing page. 

ii) A: Feature an inline size guide vs. B: Feature the size guide in a separate modal

While the first variant seems like a more familiar choice for most shoppers, the second may win in a context where a brand has a complex size guide comprising multiple sub-brands, regions, and even sizing metrics. 

iii) A: Show a personalized size finder vs. B: Show a static table guide 

The first finds the best leverage if a Shopify brand is into customization of its products, whether it’s shoes, clothing, or jewelry. The second can often be the winning variant if you can offer in-depth information while keeping the language simple and offering customer support. 

That’s what Shopify online footwear store Margaux does:

32. CTA functionality

When optimizing through Shopify A/B tests at the desire stage, there’s a lot more you can do than the conventional “Shop Now” or “Buy Now”. From the text you put on it to the context you create on it, it all adds up!

i) A: CTA with a discount as part of the text vs. B: CTA with a “Free Shipping” nudge above/below it

This test can be valuable to run in, especially in two cases: 1) If you’re targeting price-sensitive buyers and 2) If you’re fighting cart abandonment. 

ii) A: Show the usual “Add to Cart” vs. B: Instruct what the shopper needs to do through the text

This can be a critical test to put into action especially if your brand works with product personalization or customization. In this case, the first variant can be effective only if the customization nudge is super distinct. 

If it’s not, the second is likely to win, like this example from Shopify business Baublebar:

iii) A: Show added to cart confirmation through mini cart sliding vs. B: Show this with the CTA text & color changing

While the first can be ideal for multi-item purchases, the latter works really well for high-ticket items. However, both are great for mobile-first UX, as long as the former doesn’t disrupt browsing. 

33. Shipping information visibility

At the desire stage, critical shipping info on the product page can allay last-minute doubts and create additional trust in the brand. 

i) A: Show exact date of delivery vs. B: Show an estimated delivery window

While the first variant can be especially effective if you’re in the F&B space or sell perishable items, the latter can be a great hook to fight cart abandonment across crowded verticals like fashion, home decor etc. 

ii) A: Mention standard shipping rate & free shipping threshold near the CTA vs. B: Mention free shipping threshold distinctly on the sticky notification bar

The first variant clearly has an impact on impulse buyers but the second can only create urgency if it’s made dynamic, that is, the messaging on the bar updates as a product gets added to cart to say, “Now you’re $X away from free shipping!”

iii) A: Always visible shipping info vs. B: Click to expand shipping info

The first variant can be effective for fast-selling products across crowded niches like makeup, clothing, etc. However, if your store has multiple shipping options and international customers, the second may be ideal. 

34. Reviews section layout

More than 99% of shoppers read reviews when they shop online and more than 96% specifically look for negative reviews—and this means that how you optimize your reviews section through Shopify A/B testing is critical to conversion success. 

i) A: Feature text-only reviews vs. B: Feature media-rich reviews

Though media-rich reviews typically lead to at least a 15% more conversion rate than text-only reviews, the former may not be effective across all product categories. This test can also be crucial in finding out what kind of UGC receives more engagement. 

ii) A: Display a reviews section below the main product info vs. B: Make the reviews section accessible through a first-fold click

While the first variant is what’s used by most brands if you’re choosing to use the latter, ensure to highlight the reviews with a label or a distinct color so that shoppers don’t scroll down only to find out there are no reviews at the end of the page. 

Shopify store Taylor Stitch takes the latter approach, and the reviews open up in the first fold itself

iii) A: Feature a review snapshot vs. B: Feature a customer sentiment snapshot

While the first variant clearly works for more technical products like furniture and gadgets, the latter can come to good use across niches like beauty, wellness, and fashion where an emotional connect is really important. 

Shopify store Gymshark uses a combination of the above two to create a more connected experience for shoppers and browsers:

35. Recommendations display

Apart from increased interaction with your product pages, the right recommendations display and messaging can also have a positive impact on average order value—great reasons why Shopify A/B testing this area for the desire stage is absolutely critical. 

i) A: Recommendations right below product description section vs. B: Recommendations right below the CTA

The first variant typically works better for high-consideration purchases, while the second appeals more to impulse purchasers. 

ii) A: Feature a social-proof based “Customers Also Bought” nudge vs. B: Show an experience-based “Complete the Look / Routine” nudge

While the former has a greater impact on first-time visitors who’d like more social proof to feel confident, the latter nudges intentional shoppers toward increasing their cart value. 

iii) A: Vertical view with scroll for up to 3 products vs. B: Horizontal view with 3 immediately visible products and radio buttons to check/uncheck

The second approach is especially beneficial for low-consideration products, especially when a brand is featuring different sizes or variants of the same product. Both variants need a separate section verbally and visually to create distinction. 

For example, Shopify store Anyday features only 2 products in a vertical scroll and shows an “Add” nudge against each:

36. Live chat functionality

i) A: Feature an icon as a visual nudge vs. B: Feature a nudge question that’ll draw shoppers’ attention

The first variant is naturally more discreet and may have a better impact on returning customers. However, if you’re targeting potential customers who’ve shown high interest but haven’t made a journey with your brand, the second may make more sense. 

ii) A: Prioritize showing order tracking options as radio buttons vs. B: Also show secondary pain points as radio buttons 

While the first variant is ideal for tackling cart abandonment, especially where the primary reason is order visibility, the second tackles product quality issues & returns better. 

iii) A: Show a generic prompt like “How may I help you?” vs. B: Show a product-specific prompt like “Need help picking the right size?”

Interestingly, while the first variant may seem like more ToFu, in reality, the options you follow that question with can also make it a great BoFu hook. Return customers will likely want more info on subscriptions, the loyalty program, or even an extended warranty if they’ve just received an email about it. 

Shopify business Y Jewelry takes the first approach but because they feature links on the shipping policy and order management, it has a great BoFu vibe:

G. CART PAGE & DRAWER

37. Cart layout 

i) A: Feature a separate cart page vs. B: Feature a mini cart drawer

If your focus has been on cart abandonment, then a separate cart page will allow you to incorporate more trust building elements. On the other hand, if mobile optimization is your key goal, then testing further on the mini cart functionality will make more sense. 

ii) A: Feature a cart page with “Secure Checkout” as trust badge vs. B: Feature a cart page with multiple secure payment options

If you run a newer or smaller business, the first variant may bring you more conversion success as opposed to a simple “Checkout” CTA text. However, if you do international commerce, the second variant is what you will need to further test to see which options are most preferred. 

iii) A: Display separate last-minute discounted add-ons vs. B: Highlight a “save $” nudge on a bundle/quantity recommendation 

While the first variant makes more sense for high-margin add-ons, the second variant is more viable for higher cart values. 

Here’s what Shopify business Koha Pet does to pull attention to their mix & match product bundling:

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38. Cart progress bar

This is a crucial area for you to run Shopify A/B testing at the desire stage because it has an immediate impact on the checkout flow experience of an interested shopper. 

i) A: Feature “Free Shipping” as the only threshold to reach vs. B: Feature multiple other thresholds separated by prices

Different Shopify businesses prefer each of the above variants for different reasons: 1) To reduce cognitive load during checkout and 2) To generate a sense of aspiration for a bigger purchase 

ii) A: Feature progress bar with cart value vs. B: Feature a progress bar with cart count

While the first can be the more effective variant if you’re targeting a value-driven customer segment, the second works especially well if you’re in the beauty or skincare niche where item variety is a major conversion driver. 

iii) A: Feature “Free Shipping” as the progress hook vs. B: Feature a “Free Gift” as the progress hook

Though the first variant is universally more desired (over 90% shoppers claim it’s their #1 incentive), in some cases it may not work. A case in point is if you target more Gen Z shoppers, who value experiences—in this case, bet more on the second variant!

Given that more than half of jewelry shoppers are 34 years or younger, Shopify store Aurate uses the second variant in this example:

39. CTA button(s)

The fact that using a specific and clear CTA can potentially increase conversion rate by 161% is enough reason why you need to run Shopify A/B testing on this aspect at the desire stage. 

i) A: Use an on-brand CTA color vs. B: Use a high-contrast CTA color

Which of the above you decide to test further completely depends on the goals you work with. If it’s to do with growing your brand recognition if you’re still a smaller business, the first variant may work better, especially in the non-peak season. However, if you’re trying to push high-impulse purchases or conducting a hyped-up sale, the second may be more effective. 

ii) A: Feature only a “Checkout” CTA vs. B: Also feature a “Continue Shopping” CTA

While the first makes for cleaner UX any time around the year, the latter can turn out to be the winning variant if you have a strong free shipping or free gift threshold. 

iii) A: Deactivate the checkout CTA if it doesn’t meet a minimum order value vs. B: Activate the checkout button across all cart value

While the latter is the obvious choice for many Shopify stores, the first can be effective if you’re working with a minimum order value goal. However, for it to be really effective, recommend products that’ll help shoppers reach that cart value. 

Shopify store Bokksu takes the first route while recommending products of various prices alongside and activating the checkout button only when a shopper meets the threshold:

H. CART UPSELLS

40. Offers & discounts

It’s not so much that huge offers and steep discounts will finally drive the best conversions—Shopify A/B testing variants in a way that lets shoppers experience urgency or ease will tell you what works. 

i) A: Feature a standard discount nudge like  “Get 15% off” vs. B: Feature a time-sensitive discount nudge like “Get 15% off when you checkout within the next 15 minutes”

While the first variant would yield better results if you used products with a longer lifecycle, the second would convert low-ticket items much faster. 

ii) A: Display a “Add $X more to get Free Shipping” vs. B: Display a “Just add ONE more product for Free Shipping”

The first variant is more likely to appeal to a price-sensitive audience especially when they aspire to buy multiple products. The second can make high-ticket items seem less daunting for most segments. 

iii) A: Show price anchoring against the cart product value vs. B: Show a “Final Sale” nudge with the price

The first variant is more likely to work on high-ticket items, while the second is ideal for peak season selling or when there’s a clearance going on.

I. MAIN CHECKOUT

41. Form design

ii) A: Display microcopy against each form field to ensure correct entries vs. B: Display only errors as microcopy against each form field

The first variant is definitely helpful for mobile users but only as long as instructions are limited to no more than 6 to 7 words. The second may be more effective for returning customers who’re already familiar with the form design. 

i) A: Feature the “Save my information” nudge at the top vs. B: Feature the “Save my information” nudge at the bottom

If your store sees shoppers focusing on filling out forms fast, the first approach may not work. However, it’s useful if you see many repeat visitors. On the other hand, the second may be more effective if your store sees more one-time customers. 

iii) A: Feature only an “email me with news & offers” nudge vs. B: Also feature a “text me” nudge

While a single nudge leads to less checkout flow clutter, an additional “text me” nudge can actually make high intent shoppers stop and consider what kind of post-purchase information they’d like. Expanding choice here helps various customer segments too. 

This is what Shopify business Death Wish Coffee leverages on their checkout page:

42. Checkout options

While most Shopify businesses have moved on from forcing shoppers to create an account, many are still not exploring more interesting possibilities around it or offering non-intrusive options that’ll also help grow the email list. 

i) A: Ask for immediate account creation vs. B: Assure shoppers they can create an account after purchase

The only way we’ve noticed the first variant winning is if you pair it with a savings nudge. The other way to do it is the way Shopify brand Haus does, to take the second approach of assuring shoppers they can create an account post-purchase.

ii) A: Feature a discount for account creation vs. B: Feature the benefits of account creation

The first variant can effectively target first-time buyer conversions, while the latter is ideal if you see conversions but not as many microconversions through email signups. 

Shopify store DB Journey combines social proof + brand benefits to make a compelling hook for account creation:

43. Payment method display

Given that 75% of shoppers expect to see their preferred payment method when they shop, this is a crucial aspect of running Shopify A/B testing at the action stage. 

i) A: Show one express checkout option vs. B: Show multiple express checkout options

The first variant can be an excellent choice if you’ve already analyzed data for your store and found that there's a clear express checkout favorite across customersegments.

Shopify store Innisfree take the second approach:

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ii) A: Feature only Paypal as an additional method beyond express options vs. B: Also feature additional BNPL methods

While Paypal is among the most trusted payment options, additional BNPL methods can help you target higher AOV purchasers more effectively. 

44. Order summary visibility

The order summary on the checkout page can be the touchpoint where a shopper decides to move with the purchase or abandon it—and this is why it’s crucial that you Shopify A/B test this aspect and the space right below it. 

i) A: Show the final price in the order summary vs. B: Show the price through anchoring 

The two variants are likely to have a positive impact in different contexts—while the first would do better as far subscriptions and luxury products are concerned, the second would be a better motivation in highly crowded verticals like fashion, skincare, and health & fitness. 

ii) A: Feature a complete breakdown of the price vs. B: Use microcopy to say what the price includes

While the first variant can make higher prices seem more justified, the second is what’s likely to win when it comes to mobile shopping. Shopify store Condor Cycles combines both as a third variant in this example:

45. Discount code field placement

Make it too prominent and you could get even interested shoppers distracted and hide it totally, and you run the risk of them thinking there’s no way to get a better deal—exactly why running Shopify A/B testing on this aspect is critical for the action stage. 

i) A: Feature a discount/coupon field vs. B: Feature a nudge saying “Discount is auto-applied”

While the first variant can be effective for deal hunters or even email subscribers who may have received a special code, the latter generally makes for seamless checkout, especially on mobile. 

ii) A: Feature a “Have a discount code?” microcopy link vs. B: Feature a discount code field

While the second variant naturally works for crowded verticals like fashion, makeup, and apparel, the first may perform better across luxury, perfumes, etc. where only those with a personalized code would want to click and open the link. 

iii) A: Place the discount field in the cart vs. B: Place the discount field at checkout

While the second variant is definitely more common, the first can smoothen out the checkout flow a step further since shoppers already associate some amount of cognitive load with the checkout page. 

Shopify business Wild Deodorant leverages the first variant:

46. Trust indicators functionality

Considering that 54% of shoppers will refuse to buy if trust badges are missing, this is a critical element that you need to run Shopify A/B testing on. 

i) A: Show only links to important policies vs. B: Also show a panel of social proof

This test can be crucial in telling you whether a distraction-free checkout works better or one that builds more trust. Testing this separately during peak seasons may be required to factor in seasonal variations to the results. 

ii) A: Feature social proof vs. B: Feature a product guarantee

While social proof is likely to appeal to newer buyers, a price or satisfaction guarantee makes more sense if you’re targeting risk-averse buyers with high-ticket items. 

iii) A: Feature only the refund policy & privacy policy vs. B: Also feature the cancellation policy & shipping policy

Most Shopify brands prefer the first variant because it lends to a cleaner checkout experience. But the second variant could potentially have a more positive impact on conversions if you’ve been tackling problems like cart abandonment. 

Related reading:

153 A/B Testing Ideas for eCommerce (Homepage, PDP, Cart, Checkout)

How to Increase AOV on Shopify: 27 Upselling Ideas

Prevent Shopify Cart and Checkout Abandonment: 24 Tested Ideas

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