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What is A/B testing for eCommerce businesses?


A/B testing, also known as split testing or bucket testing, is a statistical methodology used to compare two versions of a website or app against each other to determine which one performs better. This technique is commonly used in the ecommerce industry to optimize conversion rates and improve the overall customer experience.

Simply put, A/B testing works by randomly dividing website visitors into two groups: Group A and Group B. Group A is shown the original version of the website, while Group B is shown a variation of the website with a specific element or design change. The performance of both groups is then measured and compared to determine the effectiveness of the change.

Benefits of A/B testing

One of the key benefits of A/B testing for ecommerce brands is that it can help identify small but significant changes that can have a big impact on conversion rates. For example, an ecommerce brand might test two versions of a product page, with one version featuring a red “Add to Cart” button and the other featuring a green button. By comparing the performance of these two versions, the brand can see which color is more effective at getting visitors to take action.

Another benefit of A/B testing is that it can help ecommerce brands avoid the pitfalls of making assumptions about their customers’ behavior. For example, a brand might assume that offering a discount on their products will lead to more sales, but an A/B test can show that this assumption is incorrect and that a different pricing strategy is more effective.

Why is A/B testing important?

A/B testing can help companies identify and fix any issues with their website or app that may be hindering its performance. By systematically testing and comparing different variations, companies can identify problems and make improvements that lead to better user experiences and higher conversion rates.

It can also be an effective way to optimize the customer journey and improve the overall shopping experience. By testing different versions of the checkout process, for example, companies can identify and eliminate any friction points that may be causing customers to abandon their carts.

Five examples to A/B test

Here are five examples of things you can A/B test for your eCommerce store:

  1. The design of your product pages: You can test different design elements, such as the layout, the color scheme, and the placement of images and call-to-action buttons, to see which version leads to more sales.

  2. The copy on your product pages: You can test different versions of the text on your product pages, such as the product descriptions, the bullet points, and the headlines, to see which version is more effective at convincing visitors to buy.

  3. The pricing of your products: You can test different pricing strategies, such as offering a discount or free shipping, to see which one leads to more sales.

  4. The checkout process: You can test different versions of the checkout process, such as reducing the number of steps or offering guest checkout, to see which one leads to more completed transactions.

  5. The promotions and offers on your homepage: You can test different promotions and offers, such as free gifts or limited-time discounts, to see which ones are more effective at attracting visitors to your store.

Overall, the best things to A/B test for your ecommerce store will depend on your specific business and goals. However, these five examples can give you some ideas of things to test and can help you improve the performance of your store.


Overall, A/B testing is an important tool for eCommerce companies looking to optimize their websites and apps and improve their bottom line. By carefully designing and implementing A/B tests, companies can gain valuable insights into their customers’ behavior and make data-driven decisions that drive business growth.

Effective A/B testing requires professionals

A/B testing and data analysis of results is a complicated process. It requires a dedicated team with years of experience.

Hiring an in-house team that can take care of this is time-consuming and expensive. 

This is why Nopsbit exists. We are a CRO agency focusing on helping D2C eCommerce brands reach higher conversion rates and average order values.

Learn more about our CRO and A/B services and get started today!

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