15 A/B Test Ideas to Improve eCommerce Conversions

A/B testing is one of the most reliable ways to improve eCommerce performance without relying on guesswork. Rather than redesigning entire pages or rolling out subjective changes, experimentation allows teams to validate decisions using real user behaviour and commercial data.

While conversion rate is often the headline metric for CRO, sustainable revenue growth comes from optimising multiple levers together. We look at experimentation through a broader commercial lens, focusing on three core outcomes: encouraging users to buy now, buy more, and buy again.

The Buy Trifecta ®

That means A/B tests aren’t evaluated in isolation. Improvements in conversion rate, average order value, and repeat purchases all play a role in increasing overall revenue, and the strongest experimentation programmes consider how changes influence the full customer journey, not just a single metric.

This guide is designed for eCommerce teams who already understand the why behind testing and want practical, proven A/B testing ideas they can apply with confidence. Each idea in this list is grounded in the same types of data a mature CRO program should be using, including Shopify Analytics, GA4, heatmap analysis, session recordings, and UX competitor benchmarking.

For each test, we've outlined:

• The type of data that signals the test is worth running
• What to test and why it matters
• A clear hypothesis
• Where the test typically applies
• A real-world eCommerce test example drawn from live experiments
  

While these tests can be run on most eCommerce platforms, all examples in this guide are taken from live A/B tests run on Shopify stores. As a Shopify CRO agency, we work with custom code rather than off-the-shelf theme changes, which allows us to test deeper UX, conversion, and behavioural hypotheses.

That said, the underlying experimentation principles apply broadly and can be replicated on other eCommerce platforms with the right development and testing setup.

1. Expose Search on Mobile

Data to look at

• Mobile sessions significantly outweigh desktop sessions
• Conversion rate on mobile lags behind desktop
• Site search users convert at a meaningfully higher rate than non-search users
• Search is hidden behind an icon or secondary interaction on mobile

What to test

Expose the search bar on mobile rather than hiding it behind an icon or menu interaction, making it immediately accessible for high-intent users.

Hypothesis

If high-intent users can access search more quickly on mobile, they will find relevant products faster, reducing friction and increasing conversion rate and downstream revenue.

Where it applies

Mobile headers across the homepage, collection pages, and key content pages. This typically requires custom development rather than standard theme settings.

Real-Life Example

In this A/B test, the mobile search bar was exposed instead of being hidden behind an icon. The variant delivered an 88% increase in Conversion Rate, a 45% increase in Average Order Value, and a 35% increase in Average Purchase Revenue per User, alongside a 46% increase in overall Revenue.

Behavioural data showed a significant increase in search engagement, indicating that returning, high-intent users were able to find products more efficiently. By removing friction from product discovery, the test helped users move through the funnel faster and convert with greater confidence.

This is a pattern we’ve seen repeatedly across multiple A/B tests for brands in different industries, where improving access to search on mobile consistently increases engagement among high-intent users and drives stronger downstream conversion performance.

→ View All Our A/B Test Case Studies Here

2. Adding Value Propositions Below Add to Cart

Data to look at

• Product detail page traffic is strong, but Add to Cart rate is lower than expected
• Users hesitate at the point of decision before reaching checkout
• Products require reassurance around quality, efficacy, delivery, or trust
• Session recordings show users scrolling or pausing near the Add to Cart area

What to test

Add concise, trust-building value propositions directly below the Add to Cart button. These can be brand-led (quality, testing, guarantees) or product-led (benefits, performance outcomes), depending on the audience.

Hypothesis

If key reassurance is provided at the exact point of decision, hesitation will reduce and more users will progress to checkout, improving conversion rate and revenue performance.

Where it applies

Product detail pages, particularly for higher-consideration products or brands where trust and credibility materially influence purchase decisions.

Real-Life Example

During this A/B Test, two types of value propositions were tested below the Add to Cart button: brand-based messaging and product-based messaging. On the UK storefront, both variants improved performance, with the brand-based value propositions delivering the strongest results.

The winning variant drove a 32.7% increase in Conversion Rate, a 105.2% increase in Revenue per Visitor, and a 54.6% increase in Average Order Value on mobile, indicating that surfacing trust and credibility messaging at the point of decision helped reduce hesitation and increase purchase confidence. 

3. Highlighting Key Value Propositions on the Homepage

Data to look at

• A large proportion of traffic lands on the homepage, but conversion rate is lower than collection or PDP entry points
• New visitors make up a significant share of sessions
• Session recordings and scroll data show users engaging with the homepage without progressing into product discovery
• Key trust signals or differentiators exist, but are not surfaced early in the journey

What to test

Surface key value propositions prominently on the homepage using clear, scannable formats such as icon rows, short headline blocks, or benefit-led banners positioned above the fold.

Hypothesis

If users quickly understand what differentiates the brand and why they should trust it, confidence will increase and more users will move from homepage engagement into product exploration and purchase.

Where it applies

Homepage hero areas and above-the-fold content sections, particularly for brands with strong USPs or subscription propositions.

Real-Life Example

In this A/B/C test, different formats for displaying key value propositions were tested on the homepage. Variant 2 outperformed both the original design and Variant 1, delivering a 3% increase in Conversion Rate, a 5% increase in Revenue per Visitor, and an 18% increase in Subscription Revenue per Visitor.

The results showed that clearly surfacing brand differentiators early in the journey helped new visitors understand the brand’s value more quickly, leading to improved exploration and stronger downstream revenue. Based on performance, Variant 2 was implemented permanently, with plans to reuse the same value propositions across collections and other key touchpoints.

4. Sticky Add to Cart Button on PDPs

Data to look at

• Product detail pages are long, with users scrolling through multiple content sections
• Session recordings show the primary CTA frequently leaving the viewport
• PDP engagement is strong, but Add to Cart actions are delayed
• Mobile users in particular must scroll back up to take action

What to test

Introduce a sticky Add to Cart CTA that remains visible as users scroll through the PDP. Where relevant, test alternative sticky CTAs (such as subscription-led variants) to understand which action performs best.

Hypothesis

If the primary purchase CTA remains visible throughout the PDP experience, friction will reduce, and users will act sooner, leading to higher conversion rates, increased basket size, and improved revenue per visitor.

Where it applies

Product detail pages with long-form content, particularly on mobile. Typically requires custom development rather than theme settings.

Real-Life Example

This test, two sticky CTA variants were tested against the original PDP design:

• sticky Add to Cart CTA 
• sticky Subscribe & Save CTA

Both variants improved performance, but the Add to Cart option consistently delivered the strongest results, driving a 47.61% increase in Conversion Rate, a 48.28% increase in Revenue per Visitor, and a 47.10% increase in Average Products per Visitor.

While the subscription-led CTA also produced positive uplifts, the standard Add to Cart CTA outperformed it across most metrics, suggesting that reducing friction for one-time purchases delivers broader impact when users are still in exploration mode.

5. Highlighting Positive Reviews on PDPs

Data to look at

• Reviews exist, but are buried lower on the PDP or behind interactions
• Session recordings show users scrolling to find reviews before deciding
• Products have higher consideration or trust requirements
• Users hesitate before Add to Cart despite strong product interest

What to test

Surface positive customer reviews more prominently on the PDP, such as near the product imagery or key decision-making content. This can include a review carousel or highlighted testimonials rather than relying on a static reviews section further down the page.

Hypothesis

If social proof is visible earlier in the decision-making process, uncertainty will reduce, leading to higher conversion rates, increased basket confidence, and stronger downstream engagement.

Where it applies

Product detail pages, particularly for higher-consideration or trust-sensitive products.

Real-Life Example

In an A/B test for an apparel brand, a rotating review carousel was added to the PDP to surface authentic customer feedback earlier in the journey. The variant delivered a 4.21% increase in Conversion Rate, an 8.77% increase in Revenue per Visitor, and a 7.41% increase in Average Products per Visitor.

The results showed that exposing shoppers to richer social proof earlier helped reduce hesitation and increased confidence to both purchase and add additional items, reinforcing the role of early review visibility in supporting conversion for higher-consideration products.

6. Highlighting Subscription Benefits

Data to look at

• Subscription or auto-ship options exist, but adoption is low
• Users default to one-time purchase even for replenishable products
• Subscription benefits are hidden, unclear, or only visible after interaction
• Behavioural data shows users are not engaging with subscription messaging

What to test

Clearly surface subscription or auto-ship benefits near the purchase decision using concise, benefit-led messaging. This can include savings, convenience, delivery frequency, or flexibility, without requiring users to toggle or select the option first.

Hypothesis

If users clearly understand the value of subscribing at the point of decision, more users will choose auto-ship, increasing subscription selection, revenue per visitor, and overall conversion performance.

Where it applies

Product detail pages for replenishable products with subscription or auto-ship functionality.

Real-Life Example

This A/B Test subscription benefits were surfaced more clearly at the point of purchase using benefit-led messaging. Variant 2, which combined improved visibility with stronger value messaging, delivered a whopping 104% increase in Autoship or Subscription Selection, as well as a 33.39% increase in Revenue per Visitor and an 8.39% in Conversion Rate.

While tracking discrepancies limited precise attribution of completed subscription orders, auto-ship selection behaviour was measured reliably. The results demonstrated that improving clarity around subscription value earlier in the decision-making process can meaningfully influence higher-value purchase behaviour and long-term revenue potential.

7. Adding Express Checkout in the Cart Drawer

Data to look at

• Cart abandonment occurs before users reach checkout
• Express payment methods (e.g. Shop Pay) are heavily used at checkout
• Users hesitate or drop off between adding to cart and initiating checkout
• Friction exists between cart interaction and initiating checkout, despite strong purchase intent

What to test

Introduce express checkout CTAs directly within the cart drawer, allowing users to bypass additional steps and proceed straight to payment using their preferred method.

Hypothesis

If high-intent users can move from cart to payment more quickly using express checkout, completed purchases will increase, reducing checkout abandonment and improving revenue per visitor.

Where it applies

Cart drawers and mini-cart experiences, particularly on mobile and for stores where express payment methods already perform strongly at checkout.

Real-Life Example

Express checkout CTAs were added to the cart experience to shorten the path between intent and payment. The variant delivered a 35.8% increase in Conversion Rate, a 40.13% increase in Revenue per Visitor, and a 24.23% decrease in Abandoned Checkout Rate.

The results demonstrated how reducing friction between cart and payment can significantly improve checkout completion, particularly for mobile users. This test pairs intentionally with the example below, reinforcing that express checkout should always be validated through A/B testing rather than assumed to be universally beneficial.

8. Removing Express Checkout in the Cart Drawer

Data to look at

• Express checkout buttons are visible in the cart drawer, but rarely used
• Shopify Analytics and GA4 show low adoption of Apple Pay / Google Pay
• Users bypass express checkout and continue via standard checkout
• Upsell or recommendation modules receive less visibility once express checkout is introduced

What to test

Remove express checkout options from the cart drawer to prioritise the standard checkout path and preserve visibility of upsell and cart-level persuasion elements.

Hypothesis

If express checkout options introduce unnecessary choice or distract users at the cart stage, removing them will simplify the decision path, leading to higher conversion rates and increased revenue per visitor.

Where it applies

Cart drawers and mini-cart experiences, particularly where express checkout usage is low and cart-level upsells or messaging play a role in revenue generation.

Real-Life Example

In this example, we tested removing express checkout from the cart drawer after analysis showed limited adoption (approximately 10% Apple Pay usage and under 1% on Google Pay). We found that it improved overall revenue performance with a 66.18% increase in Revenue per Visitor, along with a +36.85% in Conversion Rate.

The results demonstrated that express checkout is not universally beneficial. In this case, simplifying the cart experience and keeping users on a single, familiar checkout path improved conversion efficiency and overall revenue, reinforcing the importance of validating assumed best practices through A/B testing.

9. Cart Page CTA Copy for Upsell Behaviour

Data to look at

• Smart Cart or cart drawer upsell modules receive low interaction
• Users proceed straight to checkout without engaging with recommended products
• Existing upsell copy is generic or lacks brand relevance
• Strong traffic and cart engagement, but limited incremental item additions

What to test

Refine upsell copy within the cart or Smart Cart to make it more engaging, brand-aligned, and action-oriented. This can include replacing generic headings with more persuasive microcopy that clearly encourages users to add complementary products.

Hypothesis

If upsell copy is more engaging and aligned with the brand’s tone of voice, users will be more likely to interact with recommended products, increasing product additions without negatively impacting checkout completion.

Where it applies

Cart pages, cart drawers, and Smart Cart experiences with built-in product recommendations.

Real-Life Example

We leveraged Message Mining through our ongoing focus on optimising conversion rate. Refining cart CTA copy from the generic "You May Also Like" to a more brand-led, action-oriented message, "Add More Crunch to Your Cart", resulted in an 83% increase in Product Additions within the Rebuy Smart Cart, a 5% Conversion Rate and a 5% in Cart Completion Rate.

And the wildest part? Zero development required.

The results highlighted how small, well-considered microcopy adjustments can meaningfully influence user behaviour, encouraging additional purchases while maintaining checkout momentum.

10. Using Story Widgets

Data to look at

• Mobile users require multiple taps to reach key categories
• Mobile conversion rate and subscription adoption lag behind desktop
• GA4 navigation paths show a drop-off before users reach relevant product ranges
• Session recordings reveal hesitation and friction within mobile category menus

What to test

Introduce mobile-first, visual navigation widgets to replace or enhance text-based category menus. These should prioritise scannability, clear tap targets, and faster access to high-value product ranges.

Hypothesis

If mobile users can identify and access relevant categories more quickly through visual navigation widgets, product discovery will improve, leading to higher conversion rates and stronger subscription performance.

Where it applies

Mobile category navigation and entry points into key product collections.

Real-Life Example

Mobile category navigation was redesigned using visual story widgets to reduce friction in product discovery. On mobile, the winning variant drove a 385% increase in Subscription Revenue per Visitor, an 11% increase in eCommerce Conversion Rate, and a 12% increase in Revenue per Visitor.

The results showed that mobile users were previously working too hard to reach relevant categories. Introducing visual, tap-friendly navigation widgets reduced cognitive load and guided users into the right product ranges faster, particularly high-LTV subscription products. Desktop performance declined due to the efficiency of hover menus, reinforcing the importance of device-specific testing and selective rollouts.

11. Changing PDP Accordions into Tabs

Data to look at

• Product detail pages contain important decision-making content (ingredients, benefits, FAQs) that users must actively expand to view
• Session recordings show users missing or skipping accordion content, particularly on mobile
• Engagement drops before users reach key informational sections
• Conversion rate and revenue per visitor lag despite strong product interest

What to test

Replace or supplement accordion-based PDP content with a tabbed layout that keeps key product information visible and easy to access without excessive scrolling or interaction.

Hypothesis

If key product information is easier to discover and compare at a glance through a tabbed layout, users will experience less friction, leading to higher engagement, improved conversion rate, and increased revenue per visitor.

Where it applies

Product detail pages with dense informational content, particularly on mobile.

Real-Life Example

We replaced an accordion-based PDP layout with a tabbed structure, delivering an 18.73% increase in Overall Revenue per Visitor, a 23.56% increase in Revenue per Visitor for New Visitors, and an 11.17% increase in Overall Conversion Rate.

The winning variant provided immediate visibility of key content sections such as ingredients and benefits, allowing users to explore without digging through collapsed accordions. This reduced friction in decision-making, particularly for new visitors, and confirmed that the issue was not the volume of content, but how easily users could access it.

12. Exposing Thumbnail Images on PDP Galleries

Data to look at

• Session recordings show users repeatedly swiping image carousels to view product details
• Heatmaps indicate low interaction with secondary product images
• Key PDP elements (Add to Cart, variant selectors) lose visibility when thumbnails are introduced
• Engagement drops when layout changes introduce unintended friction, particularly on wider screens

What to test

Expose thumbnail images within the PDP gallery while anchoring the primary Add to Cart CTA in a fixed position. This ensures users can explore product imagery without losing access to key conversion actions.

Hypothesis

If thumbnail navigation improves product image exploration without displacing critical PDP elements, users will engage more confidently with the page, leading to higher Add to Cart interaction and improved conversion rate.

Where it applies

Product detail pages with image-heavy galleries, especially for visually driven or variant-led products.

Real-Life Example

Thumbnail images were reintroduced into the PDP gallery, alongside a sticky 'Add to Cart' CTA, to prevent layout friction. The winning variant delivered a 7.17% increase in Conversion Rate, a 9.61% increase in Clicks on Add to Cart, and a 6.26% increase in Revenue per Visitor.

The results showed that thumbnails alone were not the issue. Once CTA visibility was preserved during image exploration, users were able to engage more deeply with product imagery without sacrificing conversion momentum. This highlights the importance of testing layout interactions holistically rather than isolating visual changes in complex PDP environments.

13. Autoship / Subscription Open by Default

Data to look at

• Subscription or auto-ship options exist but are hidden behind a selection or toggle
• Recharge or subscription dashboards show low auto-ship selection relative to product suitability
• Session recordings indicate users are not discovering subscription benefits before making a choice
• Tracking discrepancies make final subscription attribution difficult, but selection behaviour can be measured reliably

What to test

Expose subscription or auto-ship information by default on the PDP, rather than hiding it behind a user interaction. Where possible, test both base visibility and benefit-led messaging to understand how clarity and persuasion influence selection behaviour.

Hypothesis

If users can immediately see and understand the value of the auto-ship option without extra effort, more users will select subscription, leading to higher revenue per visitor and improved long-term value, even if Add to Cart behaviour remains flat.

Where it applies

Product detail pages for replenishable or repeat-purchase products with subscription or auto-ship options.

Real-Life Example

Here, auto-ship information was opened by default on the PDP and tested with two variants. Variant 2, which combined default visibility with benefit-led messaging, delivered a 104% increase in Auto-Ship Selection, a 33.39% increase in Revenue per Visitor, and an 8.39% increase in Conversion Rate.

While tracking limitations prevented precise attribution of completed subscription orders, auto-ship selection behaviour was measured reliably and showed a clear shift in user intent. The results demonstrated that reducing the effort required to discover subscription benefits, and clearly communicating value upfront, can significantly influence higher-value purchase decisions.

14. Redesigning Mobile Category Navigation

Data to look at

• Mobile users rely heavily on category navigation to find products
• Session recordings show hesitation or disengagement after opening the mobile menu
• Users struggle to understand category differences due to limited visual context
• Strong traffic volume, but lower-than-expected conversion and revenue from mobile sessions

What to test

Redesign the mobile category menu to include clearer, more visual navigation elements. This can include category imagery, improved layout hierarchy, and clearer separation of product ranges to help users identify relevant collections faster.

Hypothesis

If mobile users can more easily recognise and navigate to relevant categories through visual cues, product discovery will improve, leading to higher conversion rates, increased revenue per visitor, and stronger order values.

Where it applies

Mobile navigation menus and category entry points, particularly for stores with multiple product ranges or subscription-led collections.

Real-Life Example

Two visually enhanced mobile category menu designs were tested against the original navigation. Variant 2, which displayed all category images and split the carousel into clearer rows, delivered an 18% increase in Conversion Rate, a 28% increase in Revenue per Visitor, and an 8% increase in Average Order Value.

The winning layout provided clearer visual context and a more intuitive navigation experience, helping users find relevant collections faster and explore with greater confidence. The results reinforced how improving category clarity on mobile can have a direct and measurable impact on both conversion and revenue.

15. Displaying Per-Dose Pricing on PDPs

Data to look at

• Products are sold in multi-unit formats (capsules, servings, bars)
• Users show price sensitivity when viewing full pack prices
• Session recordings indicate hesitation or back-and-forth behaviour around price
• Subscription or autoship options exist but require users to mentally calculate value

What to test

Display price per unit, dose, or serving directly on the PDP alongside the full pack price. This reframes cost in a more digestible format and helps users understand value without doing manual calculations.

Hypothesis

If pricing is reframed into smaller, more relatable units (e.g. cost per capsule or per serving), perceived value will increase, reducing price friction and leading to higher conversion rate, stronger cart engagement, and improved revenue per visitor.

Where it applies

Product detail pages for consumable or replenishable products sold in multi-unit packs, particularly in health, nutrition, or supplement categories.

Real-Life Example

Price-per-dose messaging was introduced below the full pack price on PDPs. In the UK, the variant delivered a 3.40% increase in Conversion Rate, a 17.76% increase in Revenue per Visitor, and a 23% increase in clicks on Add to Cart.

The results showed that reframing price into smaller, more understandable units helped users justify the purchase more easily, particularly for higher-commitment products. While the same approach produced mixed results in the IRE market, the UK performance highlighted how price framing can meaningfully influence perceived value and purchase confidence when aligned with local expectations.

Turning Ideas into Impact

Every test in this guide is grounded in real A/B experiments, but repeating patterns doesn’t mean results are guaranteed. The same idea can perform very differently depending on audience behaviour, product complexity, traffic mix, and existing UX constraints.

Having a list of A/B testing ideas is only useful if those ideas are prioritised and validated against your data. Structured experimentation ensures teams focus effort on the changes most likely to drive meaningful revenue impact, rather than isolated metric wins.

If you want a faster, directional view of where your biggest opportunity sits, our CRO Benchmark tool helps you understand whether your primary focus should be conversion rate, average order value, or repeat purchases, using your own performance data as context.

A CRO Audit then builds on that insight, helping identify which of these tests are most likely to have an impact for your store through deeper analysis of performance data, behavioural signals, and qualitative UX insights. It provides clarity on what to test first, what to deprioritise, and where development effort will deliver the highest return.