3 A/B Test Strategies That Consistently Boost CVR for Shopify Stores

Introduction

In A/B testing, not all experiments are created equal.

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At ABConvert, after analyzing tens of thousands of tests across Shopify stores, we’ve identified patterns: certain test types consistently deliver stronger conversion rate (CVR) lifts than others.

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If you're looking to prioritize your CRO roadmap, these are the three testing strategies you should consider first, each one backed by a "hunch validated by data."

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What Our Data Shows

From our 2024 usage database:

• Price tests produced the highest average CVR lift among all test types.
• URL redirect tests (landing page changes) achieved fast CVR wins, often lifting conversion by 10-15% in a matter of days.
• Checkout and shipping customizations significantly boosted conversion for high-AOV stores, averaging 2-4% CVR improvement.

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Testing velocity, simplicity of setup, and impact on first-time visitors made these three categories stand out consistently.

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1. Price Tests: The Immediate Profit Multiplier

How It Works:Merchants use ABConvert to duplicate product variants with different pricing structures and test real shopper reactions.

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Key Insights:

• Small decreases (5-10%) often drive meaningful lifts in conversion without severely impacting margin.
• Ending prices in .99 or .95 outperform rounded pricing in many categories (e.g., beauty, tech accessories).
• Testing price increases can also win, particularly in premium categories like home goods and specialty apparel.

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Tactical Tip:Always pair price tests with "cost per view" analysis, not just CVR, to balance volume and profitability.

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2. URL Redirect Tests: Winning the First Click

How It Works:Instead of sending all visitors to the same product or collection page, merchants split traffic across multiple landing pages and measure which converts better.

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Key Insights:

• Seasonal landing pages (e.g., "Holiday Gifts" or "Back-to-School Essentials") lift CVR by as much as 15%.
• Sending cold traffic directly to curated collections often outperforms sending them to the homepage.
• First-time visitors respond better to "problem/solution" focused landers rather than brand-story pages.

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Tactical Tip: Use fast, 3-7 day sprint tests for URL Redirects. Results come quickly and can inform campaign landing pages in real-time.

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3. Checkout and Delivery Customization Tests: Reducing Last-Mile Friction

How It Works:Using ABConvert, merchants test different shipping thresholds, payment method visibility, or delivery messaging during checkout.

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Key Insights:

• Offering a "free shipping threshold" (e.g., free shipping over $75) consistently lifts both CVR and average order value (AOV).
• Hiding slower shipping options improved perceived checkout speed and increased conversion.
• Defaulting to preferred payment methods (like Shop Pay or PayPal) made checkout feel "safer" and lifted CVR.

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Tactical Tip: Always test checkout and delivery customizations toward your highest traffic, highest intent segments first (e.g., USA traffic, returning visitors).

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Final Thoughts

If you're overwhelmed by where to start with A/B testing, focus on these three areas first.

Price testing, URL redirects, and checkout optimizations have consistently delivered reliable CVR lifts across thousands of real Shopify experiments.

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Remember:

"The biggest growth levers are often simple but only if you test them."

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Ready to prioritize the right experiments?

👉 Launch your first high-impact A/B test with ABConvert today