What to A/B test first on an online store
Test first what changes a buyer's decision, on the pages with the most traffic: the headline and first screen, the offer (bundle, free-shipping threshold, guarantee), the product page above the fold, and where reviews appear. Button colours and small layout tweaks rarely move orders enough to measure.
A first-test list, in order
- Home or landing page headline and first screen. Say what it is, who it is for and why now.
- The offer. Bundle, subscribe-and-save, free shipping threshold, guarantee wording.
- Product page above the fold. Photo order, the first lines of copy, price framing.
- Social proof. Star rating near the title, review count, a strong review above the fold.
- Section order. Move the strongest proof higher.
What not to test first
- Button colour and small wording changes on low-traffic pages.
- Checkout, legal or policy text.
- Prices, unless you are ready to read the profit, not just conversion.
Let the data pick
Heatmaps and session recordings show where shoppers stop scrolling and what they tap. Luria reads them, plus your competitors' pages and ads, to choose and write each test. See Luria for e-commerce.
Questions
How many A/B tests should a store run at once?
One per page at a time, so results do not mix. Different pages can run in parallel if they do not share most of the same visitors.