How a Simple URL Redirect Test Helped Us Improve Conversions

One of the most practical testing tools we’ve seen Shopify brands use lately is the URL Redirect Test.

It’s simple: instead of testing what’s on the page, you test which page a visitor lands on. No product changes. No complex builds. Just clarity around which path leads to more conversions.

We’ve noticed more merchants reaching for this test—especially when running paid campaigns or experimenting with new landing pages. It’s low effort, quick to learn from, and often leads to immediate improvements.

In this post, we’ll walk through what a URL Redirect Test is, how different brands are using it, and share a real-world example from Lausca, a Shopify store using this exact approach to improve their funnel.

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What is a URL Redirect Test?

A URL Redirect Test lets you send traffic to two (or more) different landing pages and compare how they perform. Instead of changing button colors or headlines, you're testing entire pages against each other.

In ABConvert, it takes less than 5 minutes to set up. You plug in your original page and a variant (another product page, a collection, a listicle, a bundle offer, etc.). ABConvert splits the traffic, tracks conversions, and tells you which one converts better.

No coding. No editing pages. Just clean traffic routing and insights.

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Why It’s a Powerful Tool for DTC Brands

Here’s what makes URL Redirect Tests so powerful:

1. You test real-world buying intent

Unlike micro-copy or image changes, these tests capture what matters most: does this page make someone buy?

2. They’re fast

Because you’re testing entire page concepts, the differences in performance tend to show up fast—sometimes within a day or two if your traffic’s solid.

3. They’re perfect for paid traffic

If you're running Meta or Google Ads, you can test which landing page leads to better ROAS—without changing your ad creative.

4. No dev work required

You don’t need a designer or developer. Just link two pages you already have.

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Popular Use Cases We’re Seeing

Here’s how ABConvert merchants have been using URL Redirect Testing:

1. Product Page vs. Collection Page

Send half of your traffic to a product page, the other half to a curated collection. See what gets more add-to-carts.

2. Long-Form Sales Page vs. Standard PDP

For brands with one hero product, a long-form pitch page often beats a traditional product layout. This is a great A/B test to validate that.

3. Listicle vs. Product Page

Use a “Top 3 Benefits” or “Why 1000+ Customers Love This” page versus your default PDP. Especially useful for cold traffic.

4. Bundle Page vs. Single Product

Redirect traffic to a bundle option and see if you can increase AOV without hurting conversion.

5. Promo Campaign vs. Evergreen Offer

If you’re running seasonal or influencer campaigns, test sending users to a promo-specific page versus your evergreen funnel.

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What We’ve Seen in the Data

Across thousands of tests run on ABConvert, URL Redirect Tests account for a huge portion of high-performing experiments—especially in Q4 campaigns and Meta-driven stores.

Here’s what stands out from our internal data:

• URL Redirect Tests consistently drive faster wins than content or theme tests.
• They’re especially popular in October–December when brands want to test promotional pages without changing their core site.
• On average, brands running these tests run more follow-up experiments—suggesting the learnings feed into ongoing CRO.

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Lausca: A Real-World Example

We recently sat down with Lausca, a Shopify merchant using ABConvert to run strategic URL Redirect Tests.

Instead of changing the product or running price discounts, Lausca focused on testing where traffic lands.

“We realized our product page wasn’t converting as well as we thought. We tested redirecting traffic to some curated bundle pages instead—and saw an immediate difference,”
– Arthur Sewua, owner of Lausca

The best part? They didn’t need a new theme or custom development. Just two URLs, a simple test setup, and a couple days of traffic.

→ Watch the full interview here

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Final Thoughts

URL Redirect Testing helps you answer the big question first: “Is this the right experience for this traffic?”

If you’re running paid ads or working with limited dev/design bandwidth, this test type is one of the highest-leverage moves you can make.

Want to try it?

→ Set up your first URL Redirect Test in ABConvert

And if you need help choosing which pages to test—we’re here.