Many entrepreneurs are faced with the fact that, despite the excellent design of their online store, the quality of the products / services offered (Print on Demand, tailoring on demand, etc.), frequent activity in social media, the rate of sales, audience reach and conversions do not increase.

Startups with small experience can become desperate, with no understanding what the matter is, and spend a lot of money and time on efforts that do not bring desirable results.

As in the case of any problem arising in business or any other area of ​​work and life, it is necessary to carry out timely diagnostics.

In this article, we will talk about how to conduct A / B testing to identify the reasons for the slowdown in the growth of your online store. We will focus on Shopify A / B testing, because today it is one of the most widespread platforms with over a million online stores, and it also has all the necessary features for this. So, Shopify will be the most descriptive example for your understanding.

What is A / B testing?

A / B testing (also known as split testing) is a marketing method that allows you to compare the effectiveness of two options for the same solution based on the comparison of certain criteria with the same status. This way you can test different types of copies, visuals, color schemes, and more.

To conduct A / B testing, you need to divide the target audience into two conditional groups. Each of them will be assigned to one of the two tested solutions, based on their feedback on usability, user experience, and other metrics you need.

The choice of indicators is based on hypotheses, so you need to choose the proposed new solutions before you start testing. For example, what if the design you currently have bright colors will be changed to a more calm monochrome? Or what if the playful font will be changed to a stricter one?

As you may have guessed from the name of the test (A / B), it is intended to compare only two solutions, no more, no less. If you need to test several metrics at once, you should use other methods, such as UX-testing, usability tests and other. 

Why Your Shopify Store Needs A / B Testing?

If you are unhappy with your metrics, you need to determine which type of specific page will perform better, attract and retain more users, and ultimately increase conversions and sales rates. Of course, you can just use your intuition, but you need accurate data if you want to make significant changes that will lead to the growth of all the main metrics of your business (see above).

A / B tests are most needed when you:

  • Updating the design (add copies, font types, backgrounds, images, visuals, etc.);
  • Add new widgets and plugins (for example, buttons, chats, bots, etc.);
  • Change the number or size of order forms (for example, add the “Notify when back in stock” button etc.);
  • Change the description of the product on the website (clarify the nuances, remove irrelevant information etc.);
  • Change prices.

If you want to learn how to start A/ B testing for Shopify, first determine, which item you need to test by using this method.

How A / B testing works for Shopify?

Conducting A/ B testing in the Shopify environment consists of several stages, each of which is dedicated to a specific set of processes:

  • Data collection. This is the foundation. You should know what you have at the moment. Baseline data is necessary, so that you can conduct a before / after an assessment at the end of the test.
  • Goal definition. The next step is to determine the ultimate goal. To do this, you can use customer feedback (negative and positive), if available, your own vision, as well as the data that you received during the competitor analysis. Remember that you are not the only player in the market, and therefore you should be guided by more than just your vision.
  • Hypothesis. We’ve just mentioned it. The hypothesis should be the question you are looking for an answer to in this testing.
  • Options. Remember, you have only 2 options to consider.
  • Experiment. This is, in fact, putting your hypothesis into action on clients. In this process, your main challenge is to monitor their reaction as closely as possible and get as much feedback as possible, whatever it may be, for both options.
  • Analysis. This is the comparison stage. The main challenge here is to recognize whether the difference is statistically significant or not. In other words, will the new solution be much more useful to your customers than the existing one?

Shopify app and A / B testing tools

There are a number of special Shopify apps for ecommerce A / B testing and software tools, available for seamless work. Here are the most effective ones. 

Google Optimize

This is a software service for the UI / UX testing. It helps to conduct A / B testing, collect and analyze data related to user behavior. You can use this software to:

  • Add, modify or hide some elements such as text blocks, images and buttons;
  • Match multiple landing pages at the same time;
  • Test different designs for different pages.


It is a fairly affordable online service that will help you to create the landing pages as well. It also allows you to create and customize user registration forms.


This program is designed specifically for A / B tests. Its main features include:

  • Carrying out simple experiments with images and buttons;
  • Connecting scripts;
  • Targeting settings;
  • Audience distribution testing.


Along with A / B testing, this tool helps with online stores personalization. The service has a visual editor that will help you to customize your site by yourself.


A / B testing of a Shopify-based ecommerce store can show, which website item should be changed or replaced in order to increase overall traffic and conversion rate. Follow the steps and use the tools listed above to run it in the most effective way.