3 Proven A/B Test Ideas That Consistently Lift AOV for Shopify Stores

Data First: What Actually Increases AOV?

At ABConvert, we analyzed thousands of real Shopify experiments to answer one question:

Which test types consistently deliver a measurable increase in average order value (AOV)?

Here’s what we found:

The clear winner? Price tests.

Let’s dig into the top 3 test types and how to use them to increase your AOV.

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1. Price Test — Average +10.4% AOV Lift

This one might surprise you. Price tests have a reputation for being risky. But when targeted and measured properly, they consistently generate the highest AOV lift across all test types.

What works isn’t random, it’s structured, data-driven experimentation:

• Test 2–3 price points on a best-selling SKU
• Measure impact on AOV, conversion rate, and profit per visitor
• Use duplicate variants to isolate traffic groups without breaking the UX

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Real Example from Our Data:

A merchant selling automotive batteries tested €49 vs €59 on a top product.

The result? AOV increased from €49.00 to €66.80, a +36% lift, with conversion rate nearly unchanged.

Key Learnings:

• High-trust or essential items are less price sensitive
• Small increases (10–20%) are often invisible to customers, but visible in your margins
• Price can act as a quality signal, not just a cost

Bonus Tip:

Run price tests on segmented audiences like returning users or mobile traffic, where elasticity varies.

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2. Template Tests — +0.07% AOV Lift (but highly scalable)

Template Tests allow you to compare different layouts or design structures:

• PDP with vs. without bundles
• Above-the-fold reviews vs. below-the-fold
• “Complete the look” sections and product pairings

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Real Example:

A merchant added a “Buy It With” block beneath their hero product using a template test.

AOV rose by 4.5% through increased cross-sell attachment.

Key Learnings:

• Subtle visual hierarchy changes can shift attention to higher-priced or complementary items
• Always include product badges (e.g. “Bestseller”, “Staff Pick”) to guide buyer psychology

Bonus Tip:

Combine layout tests with content tests (e.g., badges, callouts, bundles) for compounding effects.

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3. Shipping Tests — +0.02% AOV Lift (and often much more)

Shipping Tests are one of the most powerful behavioral nudges to increase AOV — especially when using free shipping thresholds.

What you can test:

• Threshold A: Free shipping at $50
• Threshold B: Free shipping at $80
• Flat rate vs. threshold-based shipping

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Real Example:

A merchant increased their free shipping threshold from $60 → $80.

Result: Customers added more to cart to qualify, lifting AOV by 20%+.

Key Learnings:

• Free shipping is one of the most effective motivators for basket expansion
• Shoppers will adjust cart behavior if the threshold is visible and achievable

Bonus Tip:

Pair shipping logic with dynamic messages (“Spend $12 more to unlock free shipping”) to amplify impact.

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Why These 3 Work (and Others Often Don’t)

Here’s why Price, Template, and Shipping tests punch above their weight for AOV:

• They influence behavior at the moment of purchase
• They align with how customers rationalize value (via price, layout, or shipping)
• They work without needing discounts, popups, or redesigns

By contrast, things like payment customizations or vague content changes often have indirect or diluted effects — especially on order size.

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Summary: AOV is a Lever — and These Are Your Tools

✅ Price testing increases value per item

✅ Template testing increases item count

✅ Shipping testing increases cart size

You don’t need more traffic.

You need to make the most of the traffic you already have.

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Start Running AOV Tests Today

With ABConvert, you can launch these test types in minutes:

• Price tests (using duplicate variant method)
• Template and layout A/B comparisons
• Shipping threshold logic with regional segmentation

And track it all through clean dashboards with AOV, CVR, and Profit per View.

👉 Run your first AOV test

👉 Schedule a test strategy session

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