Test digital marketing elements, such as slogans or CTAs, using these 7 A/B testing examples and gain useful insights to optimize your ecommerce.
Cover image with two buttons, one in red and one in blue, simulating A/B tests.
On this page
What is A/B testing?
Benefits of A/B Testing
7 A/B Testing Examples for E-Commerce Businesses
How to perform an A/B test
Frequently Asked Questions about A/B Testing Examples
Start your online business today.
For free.
Free trial
Endless debates about which tagline is the best or which image works best are common among marketing teams. The good news? With A/B testing, you can put assumptions aside and get answers based on real data. Not only does this approach answer questions quickly, it also allows you to learn more about your customers, your website, and your products that would otherwise be difficult to achieve.
However, to successfully incorporate A/B testing into your marketing strategy, it’s crucial to understand how it works and how to implement it correctly. Read on to learn what A/B testing is, canada phone numbers list how it works, and explore some A/B testing examples you can easily implement in your ecommerce.
What is A/B testing?
A/B testing , also known as split testing, is a technique used to compare two or more versions of a web page, ad, or email to determine which one performs better. It is one of the most effective and common strategies for optimizing performance in online stores .
Click here to start selling online right now with Shopify
In a well-designed A/B test, the two (or more) versions are shown at the same time to different randomly selected users within the target audience. This ensures that the results are not influenced by external factors, unlike sequential before/after tests. Additionally, each A/B test focuses on analyzing only one variable at a time.
For example, if you decide to test three different texts for a buy button, you would be conducting an A/B test. However, if you modify several elements at once, such as text, images, and colors, you would be entering the realm of multivariate testing.
Implementing A/B testing in your campaigns can be very simple thanks to the tools available. In digital advertising, platforms such as Meta Ads or Google Ads automate the process.
Similarly, email services like Klaviyo offer built-in features to perform these tests. For A/B testing on websites, you can use specialized tools like Google Optimize or integrate custom or third-party code.
Exploring different A/B testing examples can help you find the most effective strategies to improve the performance of your online store.
Benefits of A/B Testing
In digital marketing, everything generates data: ad campaigns show you click-through rates, websites offer conversion metrics , and emails reveal opens and clicks. But how do you know what decisions to make with all that information? This is where A/B testing examples become essential: they allow you to gather the accurate data you need to make decisions based on facts, not assumptions.
The starting point of any A/B test is a specific hypothesis. An example of an A/B test might be, “Will our signup form perform better if we offer a 10% discount?” A/B testing allows you to put that idea to the test and get concrete results. But the value of A/B testing goes beyond the immediate hypothesis.
In this case, in addition to confirming whether the discount improves conversion, you also gain useful insights into your customers' price sensitivity.
Although A/B testing is most often associated with marketing, its benefits extend to other key areas of your business. You can use it to optimize user experience (UX), product development , improve your branding strategy , and make more effective sales decisions.
If you're looking for examples of A/B testing, think of simple but impactful changes, like changing the color of a buy button, tweaking a headline, or experimenting with the formatting of a form.
7 A/B Testing Examples for E-Commerce Businesses
Running A/B tests on an online store can help you identify which elements work best for your customers. Here is a selection of examples of the most common and effective A/B tests you can run:
Header text
Your page's headline is the first impression a customer will have, especially on a landing page. Testing different versions of this text allows you to optimize the main message your audience receives.
For example, Gymshark could test different versions of its headline: “Power. Made to fail at…”, shown below.
Screenshot of Gymshark website
Subject line
An easy example of an A/B test to run is subject lines. In email marketing, the subject line is key to increasing open rates. If your emails aren’t being opened, the rest of your content won’t have any impact. Testing variations can help you better engage your audience.
For example, DUER could experiment with alternatives to its current subject line: “Introducing: The Dura Soft Midweight Premium T-Shirt.”