Ecommerce A/B Testing: A Complete 2024 Guide

Ecommerce A/B Testing: A Complete 2024 Guide

Ecommerce A/B Testing: A Complete 2024 Guide

The consumer’s experience is crucial when it comes to online shopping. In fact, 44.5% of organizations globally, according to Statista, view customer experience as their main differentiator in the marketplace. However, developing a high-quality user experience requires more than just relying on your gut to determine what will draw in and win over new clients. You also need to have concrete insights into the needs of your target market.

Now for the A/B Ecommerce Testing.

Finding the website design, content, or functionality that works best for your visitors can be done through A/B testing. It enables you to test a version or component of your page that might have an impact on how your visitors behave. Although many e-commerce companies are unaware of the basics of A/B Ecommerce Testing, such as modifying button colors and call to action language, you’ve undoubtedly heard of these examples. On the other hand, effective A/B testing can significantly enhance the most crucial company KPIs. This is your personalized road map to get you started if you’ve never used A/B testing before.

Why is A/B Ecommerce Testing Important?

When done correctly, A/B testing, also known as split testing, enables you to dramatically enhance the shopping experience for your customers, resulting in increased conversions, click-through rates, customer loyalty, and more.

Not persuaded? Consider Amazon, which grew from a book-only e-commerce site to become the world’s largest online retailer. A large portion of its success can be attributed to CEO Jeff Bezos’s emphasis on testing, experimenting, and innovating all the time.

Think of all the ways that Amazon has transformed the way that people shop online:

  • ordering with just one click.
  • Dash buttons that allow you to reorder things simply by pushing a button.
  • Free two-day shipping is included.
  • Individualized advice.

However, these advances are the consequence of thorough multivariate testing and acting upon trustworthy findings rather than happening by accident. 

You will inevitably need to make modifications to your e-commerce site later on, whether they be to the checkout procedure, SEO strategies, or messaging. However, A/B testing is the ideal technique to find insights and point you in the right path if you want to make the proper adjustments and convert more of your current traffic.

How Does A/B Testing Work?

A/B testing comes in two main flavors: client-side and server-side, with client-side being the more popular.

In client-side Ecommerce Testing, each visitor receives the exact same version of a webpage; Javascript is then used to alter the visitor’s browser before displaying the updated version of the page.

When your web server displays many page variations to users, changing them on the server before they are transmitted to the visitor’s browser, this is known as server-side testing. The browser is not making any changes to the page.

You may direct 50% of your traffic to variation A and 50% to variation B, for instance.

Next, evaluate the effectiveness of each page variation in terms of a predetermined goal (conversion), such as sales, email opt-ins, click-through rates, etc., to decide whether variant, A or B, is more successful.

However, a specific number of visitors—the sample size—must be attained in order to be certain that test results are accurate and not the product of an anomaly. Multivariate testing may not be accurate if this threshold isn’t reached, which could force you to make detrimental adjustments to your website.

The inference?

If there isn’t enough traffic coming to your website, you could want to start by spending money on SEO or paid advertising to boost traffic in general. You can use A/B testing at any time after you’ve attained the required volume of traffic and get a big return on your investment.

What Kinds of Things Can You Test?

Eliminating customer pain points is the main goal of A/B testing. Conversion rates rise dramatically if you can reduce friction in the shopping process. 

Here are some typical A/B test concepts for your own e-commerce website:

  • Different page layouts.
  • Homepage and landing page.
  • Product pages, category pages and product descriptions.
  • Social media posts.
  • Social proof such as reviews and testimonials.
  • Pop-ups. 
  • CTA button and copy.
  • Website photography and product images.
  • Push notifications.
  • SEO tactics such as meta descriptions and keyword volume.

The beauty of A/B testing is that it allows you to gradually and consistently improve each of these areas to increase conversions in a methodical manner.

A/B Ecommerce Testing Examples

A/B tests can take many different forms. These four typical A/B test examples are indicative of an optimization scheme.

Navigation A/B Test.

The purpose of this test case is to determine whether showing the menu at the top level, as opposed to through a drop-down menu, improves user experience and speeds up the checkout process for customers. Alternatively, you may test whether a standard navigation system or a “tag & filter” (similar to Amazon’s filtering tool) makes it easier for buyers to discover the proper product.

Product Detail Page A/B Test.

You can use this test to see if increasing the amount of educational content about the product higher on the page will have an impact on the add-to-cart rate. You might also experiment with different product names, product photos, or stock status updates.

Form A/B Test.

The purpose of this test is to determine whether users are more likely to fill out a form that has fewer fields and simpler placeholder text inside of them. Alternatively, you may assess the likelihood that buyers will fill out the form at an earlier or later stage of the purchasing process.

Checkout Process Test.

Your checkout experience must be as seamless as possible if you want your consumer to finish the transaction, which is why A/B testing is so important. 

To ascertain if a single-page checkout or a straightforward multipage checkout will yield higher conversion rates, a checkout process test can be conducted. You may also experiment with combining a few minor phases into the checkout process or employing breadcrumbs to direct consumers to the subsequent steps in the process.

When Should You Use A/B Testing?

It’s a good idea to thoroughly investigate your target audience before you start testing, and to develop a roadmap that will clearly lead you through what to test and when.

Among the research instruments are

Analytics: Determine which of your pages are the most popular, as well as the CTR, traffic sources, and high-bounce rate pages.

Use heatmaps to see how and where visitors are navigating your website. Observe their clicks, pauses, exits, and other actions.

User testing: Observe users as they explore your website to identify any areas of difficulty. 

Polls: Ask your customers directly about their experiences making purchases. Did they run into any issues? What do they hope becomes better?

You can start formulating theories about your current online business and potential ways to enhance the entire consumer experience after doing a thorough research of your customers’ behavior. These will serve as the cornerstone of your A/B testing strategy.

What are A/B Testing’s Advantages and Drawbacks?

As previously indicated, A/B testing is an effective technique for creating the optimal client experience, but there are other benefits as well. Here are a few more excellent justifications for using A/B testing:

  • Every decision is made solely on the basis of data; no intuition or gut instinct is used. Changes are only made if the data supports them.
  • It significantly lowers risks because you’re making tiny, gradual adjustments rather than taking a big chance on a whole site makeover, which could cause your conversions to plummet.
  • It slashes through the views of the highest paid individuals: Which adjustments are made is independent of your job or pay. The data alone does.

However, like with anything, there are drawbacks to A/B testing. Let’s examine some of the difficulties you can run into when implementing your first A/B test:

  • It calls for a reasonable level of experience: There is a high learning curve for some of the specialized tools used in A/B testing, and proficiency in statistical analysis, web design, and other domain-specific skills is required.
  • A/B testing is a process; it’s unlikely that a single test would significantly increase your sales. It’s not a magic bullet. Rather, the focus should be on creating a long-term strategy that targets particular objectives and advancements through time.
  • Traffic is necessary: To guarantee that your tests are statistically valid, you need a reasonable quantity of traffic, albeit the exact number of visitors will depend on the test and its goals.

Is A/B Testing Worth It?

ecommerce ab testing

It makes sense if you are hesitant given the difficulties and problems mentioned above. However, when done correctly, A/B testing can significantly affect some of your most crucial KPIs:

Improved return on ad spend (ROAS).

Your return on ad spend will rise as more paid visitors converts to purchases the more friction you remove from your website.

Reduced customer acquisition cost.

The money you spend on other customer acquisition strategies will profit from the decreased friction and lower your customer acquisition cost (CAC), just as testing helps to increase ROAS.

Increased lifetime customer value (LTV).

Testing improves the user experience on your website and encourages more visitors to return. Stated differently, if you streamline the shopping experience, more customers will desire to return, which will raise your customer lifetime value.

Increased email signup conversion rate.

You may generate a lot of revenue with your email list. You may expand the amount of individuals you can promote your products and services to by optimizing the number of people who sign up for your email list by experimenting with different approaches to welcoming new subscribers.

Increased average order value (AOV).

Increasing your testing can assist you in determining which upsell possibilities or product bundles would be most effective in raising your average order value. This has a direct effect on your revenue at scale.

Increased ecommerce conversion rate (CR).

The best method to raise your conversion rate is to remove any obstacles in the buyer’s path.

How Do You Choose the Best Solution for A/B Testing?

Experience and expertise are equally, if not more, crucial to A/B testing than the actual instruments.

The first decision you must make is whether to utilize an outside agency or conduct your testing internally. The following recommended practices will assist you in identifying the ideal solution for your company:

Evaluate skill sets.

Here are several essential abilities to search for regardless of whether you decide to work for an agency or in-house:

  • data analysis.
  • analysis using statistics.
  • UX layout.
  • behavioral science.
  • project oversight.
  • Conversion optimization through conversion strategy.
  • user investigation.
  • Architecture of information.
  • CSS and HTML.
  • JavaScript and jQuery.
  • Plus extra.

Lack of any one of these abilities can result in unsuccessful A/B testing because each one adds something special to the CRO process.

Use The Right A/B Ecommerce Testing Tools.

A/B Ecommerce Testing requires a number of specialized tools, the three most popular of which being Optimizely, VWO, and Google Optimize. Each provides a comprehensive set of A/B testing tools, such as the capacity to quickly and simply deploy tests, examine website heatmaps, analyze test results, and much more.


With a tonne of features and an enterprise-level price tag, Optimizely is an A/B Ecommerce Testing platform. For larger sites, it is regarded as a leader in the industry.

Optimizely’s Stats Engine facilitates the analysis of A/B test results, allowing customers to easily run tests and obtain real-time findings to improve their e-commerce sites in a proactive manner.

Nevertheless, Optimizely might be likened to utilizing a semi-truck when a pickup will suffice for several small to medium-sized enterprises. Before using this tool, we advise you to think about whether you will actually use its entire feature set.


With a robust feature set that can handle all of your essential A/B Ecommerce Testing needs, Visual Website Optimizer, also known as VWO, is a powerful tool for A/B testing. It provides a WYSIWYG editor for novices, an analytical tool for SmartStats, on-page surveys, form analytics, heatmaps, and more.

Google Optimize.

For small businesses, Google Optimize—formerly known as Google Website Optimizer—is a free tool for A/B testing, website testing, and personalisation. It includes Google Analytics and lets users observe how different versions of the page perform in comparison to a certain goal. 

Invest some time in learning about the features, cost, and general quality of assistance offered by each tool you select. Additionally, if you intend to conduct your testing internally, make sure you are at least somewhat comfortable using the program you select.

Use a CRO Agency for A/B Ecommerce Testing

Many service-based companies provide CRO (conversion rate optimization) and A/B testing as “done-for-you” services; however, be cautious: many marketing organizations may feature CRO and A/B testing among their many offerings, but their expertise may be limited to the basics.

Verify that you’re receiving the latter.

The following characteristics of A/B testing services to look for are:

  • Whether they concentrate only on CRO or provide it as an add-on to other marketing services.
  • Case studies showcasing prior CRO achievements. The precise procedures they followed to get their outcomes ought to be made evident in these case studies.
  • If they are based on data. CRO should always be data-driven; it cannot be achieved with any approach that depends on preferences, intuition, or fleeting moments of “insight.”
  • if a clear CRO methodology is in place. A real CRO company ought to have a well-defined, standardized CRO methodology that they consistently adhere to. 


A/B testing is still essential for successful e-commerce in 2024. Adopting a customer-centric, data-driven strategy can help you remain ahead of the competition, adjust to changing customer preferences, and improve your online shopping experience over time.

However, if you are looking for an ecommerce development company, that can help you with all your requirements then you should check out Appic Softwares. We have an experienced team of ecommerce developers that can help you with all your requirements.

Moreoevr, you can even hire dedicated developers from us and let them manage your store.

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