What to test
The best experiments answer a real question about your store. Here is where to start and how to turn an idea into the right kind of test.
Test, don't guess
Most storefront changes are opinions until real visitors weigh in. An A/B test shows the change to a slice of traffic, measures conversion and revenue against the current version, and tells you whether to ship it. That turns risky redesigns into measured, reversible steps.
Where to start
Focus on high-traffic pages and moments close to the purchase decision:
- Product pages — layout, image order, description length, trust badges, the add-to-cart area.
- Landing and hero sections — headline, offer, and call to action on your busiest entry pages.
- Collection pages — sort order, filters, card layout, and how many products show above the fold.
- Calls to action — button wording, color, and placement.
- Price and offer presentation — how discounts, bundles, or shipping thresholds are shown.
Match the idea to a test type
AB Test has four test types. Pick the one that fits how big the change is:
| Your idea | Use |
|---|---|
| Send traffic to a different page or landing URL | URL redirect test |
| Test an alternate version of a page template you already built | Template test |
| Compare a whole alternate theme | Theme test |
| Render a custom variant in your own code | JavaScript API test |
Write one clear hypothesis
State what you are changing and what you expect, for example: "Moving reviews above the fold on the product page will increase add-to-cart rate." One change per test keeps the result easy to read — if you change five things at once, a win won't tell you which change caused it.
Prioritize by traffic, expected impact, and effort. A small change on a high-traffic page usually beats a big change on a page few visitors see.
Next steps
- Quickstart — launch your first test.
- Audience targeting — run a test only for specific visitors.
- Results and statistics — read the winner with confidence.