Introduction to A/B testingA/B testing is the smart way to make positive changes to your ecommerce store that will lead to increased sales, conversions, and customer loyalty. When you utilize A/B testing, you can make sound, data-driven decisions based on what your website visitors actually like and respond to.


What is A/B Testing?

A/B testing (also called split testing) is essentially comparing two versions of the same webpage to identify which one performs best. It’s a process that allows ecommerce stores to make sound business decisions, generate more revenue from existing traffic, and lays the groundwork for data-driven marketing strategies.


How Does A/B Testing Work?

A/B testing is a fairly simple concept. Here’s how it works:

You’ll create two versions of the webpage you want to test: Version A and Version B. Then you’ll display Version A to 50% of the visitors to your site and Version B to the other 50%. The version that results in the most conversions wins. Then, that winning version will be the one that you use for all 100% of your site’s visitors.


Why is A/B Testing Important?

Ecommerce business owners already have a lot of work to do. You must list products, optimize your content for SEO, manage inventory, provide customer service, and hundreds of other tasks. Is it really that important to add A/B testing to the list?

In a word, yes. It really is that important. As an ecommerce seller, you probably already know that shopping cart abandonment is one of the most rampant challenges you face. In fact, it’s estimated that about 70% of online shoppers will put products in their shopping carts, only to abandon them without finalizing the purchase. Effective A/B testing can help you avoid becoming a statistic.

Effective A/B testing also helps your website visitors have a great shopping experience, ultimately converting them into paying customers.

To determine exactly what makes customers happy, you must practice A/B testing. The most successful companies are consistently hypothesizing, experimenting, implementing, and then doing it all over again. A/B testing is the path to creating loyal customers and increasing your conversion rate.


Tools for A/B Testing

Now that you understand what A/B testing is and just how important it can be for your ecommerce business, let’s look at some of the best tools you can use to start experimenting.

There are many A/B testing tools available for online retailers. We’ve put together a list of five that we think are the best, and that integrate easily with the BigCommerce, Shopify, Magento, and WooCommerce platforms.


#1 – Optimizely

Optimizely is a feature-rich A/B testing software designed for enterprise-level businesses. It offers a full range of tools that includes easy implementation, analytics, and much more.

Highlight: One of the best features of Optimizely is its ability to run A/B tests on multiple pages and platforms simultaneously. That means you can run a test on your contact page and homepage, while also running experimenting with the shopping cart from your mobile app for iOS and Android devices.

This tool is the industry leader in A/B testing for larger companies. While they don’t list their pricing, we assume it is more expensive than some of the other tools listed below.


#2 – VWO

VWO, or Visual Website Optimizely, is a great option for small to medium-sized businesses who want to run A/B tests. It offers a solid combination of features that perform all the key tasks you need in an A/B testing tool.

Highlight: VWO is known for its individual session recordings of each visitor to your site. You can review a user’s path on the pages you’ve created with this great feature. The user’s mouse movements are traced, allowing you to see where they clicked and how they moved around on your page. While VWO doesn’t have all the bells and whistles that Optimizely does, it is a reliable and more cost-effective option for growing businesses. Packages start out at $199 a month for their A/B testing features.


#3 – Convert

The Convert testing tool is an ideal solution for small to medium sized businesses. It’s easy to use with its simple drag and drop feature. Convert’s A/B testing allows you to improve the customer experience with personalization, creating loyal and satisfied buyers.

Highlight: Convert makes it easy for you to integrate and onboard your content management system and Google analytics data. This data allows you to build customer profiles for better personalization.
Convert also offers outstanding customer service and support for the ecommerce businesses who use the tool. It is more expensive than VWO with plans starting at $599 a month.


#4 – Adobe Target

Adobe Target is a tool that offers many features, including A/B testing, multivariate testing, cross device testing, cross domain testing, email testing, and more.

Highlight: Adobe Target uses an algorithm to automatically makes changes based on visitor behavior, further optimizing your customer’s shopping experience.

It is ideal for medium to enterprise-level organizations with these advanced features. It also doesn’t list pricing, so it most likely comes with a heftier price tag than the other options.


#5 – Google Optimize

Google Optimize works alongside Google Analytics to provide one of the best data collecting and A/B testing solutions around. What makes it an even better solution? You can get just about everything you need for free.

Highlight: Google Optimize allows you to use data from Google Analytics to make it easier to prioritize what needs to be tested first. It also integrates with Google AdWords, simplifying your marketing efforts.



A/B testing is one of the best ways to decrease shopping cart abandonment and increase conversions; it’s essential for the continued success of ecommerce businesses. As you see in the list above, there are a variety of options you can use to perform and analyze A/B testing for your site. The important takeaway is to not ignore the insights gained from A/B testing. Just as you can use various tools to improve your business, you can also utilize data to take your business to the next level.

Have you ever conducted a successful A/B test? Please let us know about it in the comments below.

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