What to A/B test on a Shopify product page
On a Shopify product page, test the parts every buyer sees before they decide: the first product photo, the buy button area (price, offer, button text), and how reviews and proof appear near the button. Small tweaks such as button colour rarely move sales; changes to what the shopper sees first usually do.
Test these first, in this order
- The first photo. Product alone vs in use vs a result shot. It is the most-viewed thing on the page.
- The buy button area. The offer (bundle, free shipping line), the button wording and what sits next to it.
- Proof by the button. Star rating and one short review near the button vs lower on the page.
- The first lines of the description. Benefits first vs specs first.
- The page order. Which block comes after the buy button.
How much traffic each test needs
At a 2% add-to-cart-to-order conversion rate, seeing a 20% lift takes about 21,106 visitors per version. A smaller page should test bigger changes (a new first photo, a new offer), because big changes show up with fewer visitors. Sample size calculator.
What to measure
Orders and revenue per visitor, not clicks on the button. A change that gets more add-to-carts but fewer finished checkouts is a loss.
How Luria runs product page tests
Luria reads your product page and your shoppers' clicks and scrolls, writes new versions of the parts above, and tests them against your current page as a held-out control. Traffic moves to the better version as results come in, and a change is kept only at 95% certainty on real orders. How to A/B test a Shopify store.
Questions
Can I A/B test a product page without an app?
Shopify's built-in Rollouts can test some theme changes. To test page content, photos or offers per visitor and judge on orders, you need an app or a script. Rollouts vs apps.