Discover the top 10 A/B test development strategies that can boost your e-commerce conversion rates by up to 35%. Learn from real mobile UX experiments and optimization tactics.
We’ve been running high-velocity test campaigns for top Shopify stores monthly. We constantly observe the same few tests winning repeatedly. We collect this data. This allows us to understand audience behavior towards changes over time. We constructed these product display page tests. So you can create the perfect product page using all the CRO thumb rules to maximize conversions.
In the competitive world of e-commerce, small, data-driven changes lead to massive revenue improvements. Through systematic A/B testing, online retailers can now easily optimize their user experience, reduce cart abandonment, and increase conversion rates. This comprehensive guide explores ten essential A/B tests that every e-commerce store must implement, based on proven, high-impact strategies.
Read: How many A/B tests do you run in a month?
Understanding A/B Testing in E-commerce
A/B testing, or split testing, is your essential data weapon. It’s the only way to compare two versions of a feature to prove which one wins more revenue. We don’t guess. We test one element at a time to ensure every decision directly and measurably impacts your bottom line. This is how you build a high-converting machine that scales
The Mobile-First Imperative
Mobile commerce now accounts for over 60% of all online sales. Crucially, our testing data repeatedly confirms that mobile-specific optimizations are where you find the highest and fastest conversion improvements. Forget desktop-first; mobile is the primary testing battlefield where you lock in the big wins.
A/B Test Hypotheses for Improved Engagement and Conversion
1. Product Video vs. Static Image | Product Display Page
Increases User Engagement Significantly
Hypothesis: Replacing the primary static image with an autoplay. High-quality product video on the Product Display Page will increase user engagement.
- Providing a more dynamic and informative view
- Visualise the Product’s features and utility
- Increase in Time on Page
- Drive a higher Product Page Conversion Rate.
2. Simplify Mobile Image Gallery | Product Display Page
Increases User Engagement Significantly
Hypothesis: Changing the way users interact with product images. It can increase their time spent on the page. Improve product discovery. Adding swipe gestures allows smoother navigation.
Notes:
- Test optimizing image galleries for mobile-first user experience.
- Introduce smooth swipe gestures to enhance product discovery.
- Add zoom in/out features, best cover images, and information in the images as well.
- Improved mobile UX reduces time to click on product pages.
- Focus on mobile image gallery optimization for higher conversion.
3. Testing Filter Placement | Product Listing Page
Boosts Product Discoverability on Desktop PLP
Hypothesis: Shift filters from a hidden sidebar to a more visible top horizontal location. Users are more likely to refine their searches this way. This change makes it easier for customers to find the products. Without overwhelming them with too many options at once
- Compare traditional left sidebar filters to top horizontal placement.
- Easier access to product filtering improves conversion rates greatly.
- A prominent filter position reduces overwhelming customers with choices.
- Optimize PLP organization to enhance eCommerce product discovery.
4. Primary CTA Emphasis | Product Display Pages
Drive Click-Through Rates to Key Categories
Hypothesis: Buy Now and Add to Cart both the CTAs should be separated by styling. So that the Buy Now button is more emphasized between the two.
- Color contrast between the primary and secondary CTA
- Reduce Abandoned Cart rate
- Prompt for direct checkout, reducing one step in between
- Emphasize on primary CTA for higher click-through rates and checkout visits
5. Sticky Add-to-Cart Button | Product Display Page
Reduces Friction and Increases Conversion Rate
Hypothesis: On mobile and desktop, users often scroll through a product description. But lost track of where they started. A sticky add-to-cart button ensures users always have the option to add the item to their cart.
- Test persistent add-to-cart buttons visible during user scrolling.
- Reduces friction by keeping the purchase option always accessible.
- Essential for long PDPs, especially when viewed on mobile screens.
- Optimize PDP conversion using a sticky add-to-cart button element.
6. Social Proof Elements | Product Page
Increase Product Page Conversions
Hypothesis: Showing live data about how many people are viewing. Have recently purchased a product that adds a sense of urgency. Which can trigger quicker purchasing decisions.
- Test “X people are viewing” or “Recently Sold” badges prominently.
- Showing purchase activity creates powerful, compelling social proof.
- Scarcity and urgency elements often trigger faster buying decisions.
- Implement social proof elements to boost conversions immediately.
7. Smart Product Suggestions | Products Page
Increase Average Order Value
Hypothesis: Show the product’s use case with other relevant products. This helps to upsell the product without pushing the user to add more, just prompting them to see if they need it as a bundle.
- Test offering alternative or related items
- Show the main product with related products to add a bundle
- Relevant suggestions keep users engaged and clicking deeper inside.
- Keep the upsell placement on the side
8. Prominent Delivery and Returns Info
Builds Trust and Reduces Purchase Hesitation
Hypothesis: Customers need to know they can easily return a product if it doesn’t meet their expectations. Clear visibility of this information can reduce purchase hesitation and increase conversions.
- Test a clear, concise display of shipping and return policies.
- Uncertainty about returns causes instant hesitation in customer purchases.
- Building trust with transparent policies increases conversion rates.
- A crucial element for customer confidence in the PDP is immediate.
9. Add Featured Customer Review | Product Display Page
Builds Trust and Pushes Buying Decision
Hypothesis: Adding social customer review, which describes the product value. That way, users don’t have to specifically look for reviews.
- Test a clear, concise display of shipping and return policies.
- Uncertainty about returns causes instant hesitation in customer purchases.
- Building trust with transparent policies increases conversion rates.
- A crucial element for customer confidence in the PDP is immediate.
10. Visibility of Installment Payment Options | Product Display Page
Make high-ticket items more accessible
Hypothesis: This immediate assurance of flexible payment options will increase buyer confidence. Leading to a measurable increase in Add-to-Cart Clicks. An increase in Conversion Rate, particularly for high-value orders.
- By clearly and prominently displaying “Buy Now, Pay Later” (BNPL) financing options (e.g., ‘4
- Near the product price and “Add to Cart” button on the Product Display Page
- Reduce perceived financial friction.
Conclusion
Test and implement these hypotheses. You can optimize various elements of your e-commerce site. Ensuring a more seamless user experience and increasing conversions.
- Through improved mobile interactions.
- Streamlined checkout processes.
- Each adjustment has the potential to enhance both user engagement and revenue.
- Stay ahead of the competition by continuously testing
- Refining your eCommerce strategy.
Ready to test these hypotheses on your site? Get in touch with Brillmark to launch your next A/B test and drive more conversions today! Contact us to know more
More Sources: For more inspiration on successful experiments. See this collection of A/B test ideas and case studies at Optimizely, CXL, and Unbounce. To maximize product page success, focus on advice from industry leaders like Shopify and ConvertFlow.
For further reading on achieving higher conversions. Optimization wisdom, check out Wisepops.
