A/B testing an ecommerce page identifies which design, content, or functionality best resonates with shoppers. It’s a crucial component of a store’s long-term success. If you’re looking to increase conversions and reduce spending and risks, A/B testing could be the answer.

But testing does more than drive immediate sales. It can also increase engagement on non-sales calls-to-action, such as email signup forms and social shares. Just about any on-page element is suitable for testing.

There are two types of A/B tests, also called “split tests.”

The method of testing is as important as the variable. Amazon’s layout and functionality stem from 20 years of consistent testing. The megastore does not present content in the prettiest way, which tells us what looks good isn’t necessarily the best converting.

What to Test

Here are a few of the many elements ecommerce sellers should test to drive engagement and conversions.

Example of A/B split testing

This example of A/B testing a home page pits a full-width slider image, at left, against a partial-width video.

Mistakes to Avoid

Split testing done right reveals critical problems and helps solve them. But the implementation can be confusing. Here are common mistakes to avoid.


Split testing can be time-consuming and tedious, but you’ll love the benefits. Data-driven decisions can dramatically increase engagement and conversions while lowering costs.

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