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“I’ve opened a store on Shopify, but even with traffic, sales aren’t growing…”

“Where should I make improvements to get more purchases?”

Many Shopify store owners face these challenges. Even if you offer great products and create a beautifully designed store, it doesn’t always directly translate to sales—that’s the tricky part of e-commerce.

But don’t worry. There’s a powerful tool to solve this problem: A/B testing.

In this guide, I’ll thoroughly explain everything about A/B testing to dramatically improve your Shopify conversion rate (CVR), based on the latest information for 2025 and my practical experience.

By the time you finish reading, you’ll stop relying on guesswork for improvements and instead, with the reliable compass of data in hand, begin charting the shortest course to increased sales.

To you, who strongly desires to “unlock your store’s full potential,” I will share every expert technique I know.

Why A/B Testing is Now Essential for Your Shopify Store

In today’s increasingly competitive e-commerce market, simply listing products isn’t enough to stand out. It’s crucial to deeply understand customer behavior and psychology, and constantly strive to optimize your store.

A/B testing is a marketing method where you prepare two versions of a webpage, A and B, and then test them with actual users to see which one yields better results (conversions).

The benefits that A/B testing provides are immeasurable:

  • Directly boosts sales: You can adopt designs and wording that lead to higher purchase rates, based on data.
  • Deepens customer understanding: You can discover true needs and insights from user behavior data.
  • Minimizes risk: You can avoid the risk of failure associated with large-scale redesigns and steadily accumulate improvements.

Shopify, in particular, is the best platform for easily implementing A/B testing through its rich ecosystem of apps. There’s no reason not to leverage this functionality.

Easy for Beginners! The 4 Basic Steps of Shopify A/B Testing

You might think A/B testing is a complicated task only for experts, but that’s not the case at all. Anyone can start today by following these four steps:

1. Identify Challenges and Formulate Hypotheses

First, use tools like Google Analytics to identify issues such as “pages where many users are abandoning” or “buttons with low click-through rates.”

Next, form a hypothesis, like “If I change the color of this button to red, it might get more clicks.” This is the starting point for everything.

2. Select and Configure a Testing Tool

Choose an A/B testing app from the Shopify App Store (discussed later) that suits your objective.

Follow the app’s instructions to set up your original pattern (A) and your proposed improvement pattern (B). No programming knowledge is required.

3. Conduct the Test and Collect Data

Once configured, start the test! The app will automatically split users between pages A and B and collect data.

Pro Tip: To get accurate data, continue the test for at least 1-2 weeks, or until a sufficient amount of traffic has been collected.

4. Analyze Results and Improve

After the testing period, check which pattern had a higher conversion rate.

Confirm if there’s a statistically significant difference and then fully implement the successful pattern in your store.

By continuously cycling through these steps, your store will steadily grow.

First, Understand Your Battlefield

To even begin A/B testing, you need a Shopify store as your fortress.

Shopify is the world’s No. 1 e-commerce platform. You can try all its sophisticated design features and extensive extensions, like the A/B testing apps we’ll introduce, completely free for 14 days.

There’s absolutely no risk. Start with a free trial and see your business’s potential for yourself.

No credit card registration required.

【2025 Edition】Expert-Selected! Top 5 Recommended Shopify A/B Testing Apps

The Shopify App Store has a myriad of A/B testing apps, and it can be overwhelming to choose the right one. Here, I’ve carefully selected and will introduce the apps I’ve personally used and found to deliver results.

App NameFeaturesRecommended For
1. Shogun Page BuilderAllows both LP creation and A/B testing with drag-and-drop. Intuitive and easy to use.Beginners to intermediate users who want to combine page improvement and testing without programming knowledge.
2. Neat A/B TestingSimple features and affordable pricing are attractive. Strong for detailed element-specific tests.Anyone who wants to easily start A/B testing. Those who want to test prices or buttons.
3. VWOHighly functional and enables serious analysis. Also includes heatmaps and user session recording.Companies with a dedicated data analysis team. Intermediate to advanced users who want to implement full-scale CRO (Conversion Rate Optimization) initiatives.
4. IntelligemsSpecializes in AI-powered optimization testing for pricing and shipping costs. Aims to improve profit margins.Those struggling with pricing strategies and looking to find optimal data-driven pricing.
5. Google AnalyticsAvailable for free. Basic A/B testing can be conducted using its “Tests” feature.Anyone who wants to try it for free first. Those who are already proficient with Google Analytics.

If you’re unsure where to start, Shogun Page Builder is a great recommendation. Page editing and A/B testing are integrated into one app, making it easy for even beginners to run improvement cycles without getting lost.

Dramatically Transform Sales! 7 Expert-Proven A/B Testing Improvement Examples

For those wondering, “What specifically should I test?” I’ll introduce proven, classic test cases that have delivered results for me. All of these can be easily tried on your store.

1. CTA Button “Color” and “Wording”

  • Example: “Buy Now” (blue) vs. “Add to Cart” (green)
  • Even this simple change has led to over 20% improvement in CVR in some cases. Test while considering your store’s brand image and the psychological effects that encourage user action.

2. First View “Catchphrase”

  • Example: “High-Quality Natural Fabric XX” vs. “XX that sells one every 3 seconds, melts in your mouth”
  • The key is whether you can convey appeal within 3 seconds of a user opening the page. Look for copy that concretely communicates the benefit (value the customer gains).

3. “Type” of Product Image

  • Example: Simple white background product image vs. Lifestyle image with a model wearing the product
  • It’s crucial whether users can imagine “themselves using the product.” This is highly effective, especially for apparel and miscellaneous goods.

4. Placement of “Customer Testimonials” to Boost Trust

  • Example: Placed at the bottom of the page vs. Placed directly below the price
  • Social proof is what gives hesitant users the final push to purchase. Highlight reviews and achievements in the most impactful locations.

5. How to Highlight “Free Shipping”

  • Example: Simple price display vs. “Add $XX more for Free Shipping” display
  • By setting conditions for free shipping, you can simultaneously aim to increase Average Order Value (upsell).

6. “Number of Fields” in the Input Form

  • Example: Simple form with only required fields vs. Form requiring detailed information
  • A major cause of cart abandonment (adding to cart but not completing purchase) is the hassle of input. Re-evaluate whether each field is truly necessary.

7. “Presentation” of Price

  • Example: “¥9,800” vs. “Just ¥327 per day”
  • For high-priced items, showing the cost converted to installment payments or a per-day cost can reduce the psychological burden on the customer.

“Pro Techniques” and Caveats for Successful A/B Testing

Finally, here are the secrets to maximizing the effectiveness of your A/B tests and avoiding pitfalls.

Secret 1: Test Only One Element at a Time

If you change both the color and the wording simultaneously, you won’t know which change led to the results. Always focus on testing one element at a time.

Secret 2: “Losing Patterns” Are a Goldmine

There’s no need to be discouraged if your hypothesis is wrong. Thinking about “why users didn’t prefer this option?” leads to a deeper understanding of your customers.

Secret 3: Think Separately for Mobile and PC

The optimal design and layout differ depending on the user’s device. Always segment your data and analyze results accordingly.

Caution: Don’t Rush the Results

Making decisions based on limited data risks being influenced by random chance. The key to success is to patiently collect data until the “statistical significance” shown by your app is 95% or higher.

Conclusion: Enough Theory. Act Now.

Up to this point, I’ve shared the complete guide to A/B testing for dramatically improving your Shopify store’s sales.

  • A/B testing is your compass for growing your store based on data.
  • Shopify provides an environment where anyone can easily start A/B testing.
  • Small, cumulative improvements—like button colors or catchphrases—can lead to big results.

However, no matter how much excellent theory or know-how you have, it won’t translate into a single yen of sales unless you take action.

Your store holds immense potential that you haven’t yet realized. The key to unlocking that potential is A/B testing itself.

Register for Shopify’s 14-day free trial now and take the first step towards improving your conversion rate!