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online</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/channels"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell across channels<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach millions of shoppers and boost sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/pos"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell in person<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Point of Sale (POS)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/markets"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell globally<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">International sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/plus/solutions/b2b-ecommerce"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell wholesale & direct<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/payments"><div class="text-base font-medium"><span class="inline-block arrow-animation">Accept online payments<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Set up forms of payment</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/sg/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/sg/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/sg/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/sg/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" viewBox="0 0 41 42" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_213_1921)"><path d="M39.5 21C39.5 31.6315 30.8815 40.25 20.25 40.25C9.61852 40.25 1 31.6315 1 21C1 10.3685 9.61852 1.75 20.25 1.75C30.8815 1.75 39.5 10.3685 39.5 21Z" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path><rect x="13" y="14" width="15" height="14" rx="2" stroke="currentColor" stroke-width="1.5"></rect><path d="M25 24L19 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 21L19 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 18L19 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 18L16 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 21L16 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 24L16 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path></g><defs><clipPath id="clip0_213_1921"><rect width="40.5" height="40.5" fill="white" transform="translate(0 0.75)"></rect></clipPath></defs></svg></span><a class="group inline-block w-full text-black hover:text-black" href="https://changelog.shopify.com" aria-label="External source: Changelog . 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class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/sg/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/sg/blog/topics/conversion" class="no-underline hover:text-link-light-hover topic-link">Conversion</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">What Is A/B Testing: How To Do It and Practical Examples</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Learn about A/B tests, conversion research and idea prioritization to test analysis and archive management from experts at Google, HubSpot and Shopify.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/sg/blog/authors/shanelle-mullin" class="no-underline" itemProp="url"><span itemProp="name">Shanelle Mullin</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>22 Jul 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/b_20testing_1367c4e9-3823-440b-a21d-0209c4f89d07.png?v=1729517823&originalWidth=1848&originalHeight=782" alt="a computer with a and b on screen representing a/b testing" loading="eager" decoding="async" width="1848" height="782" 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[&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>Learn about A/B tests, conversion research and idea prioritization to test analysis and archive management from experts at Google, HubSpot and Shopify.</p> <p>Whether you’re an experienced entrepreneur or just getting started, there’s a good chance you’ve seen countless articles and resources about A/B testing. You might already A/B test your email subject lines or your social media posts.</p> <p>Despite the fact there’s been plenty said about A/B testing in the field of marketing, many entrepreneurs stumble in practice. The result? Major business decisions based on inaccurate results from an improper test.</p><div id="text-cta" class="hidden lg:block"></div> <p>A/B testing often is over simplified, especially in content written for store owners. Ahead, you’ll find everything you need to get started with different types of A/B testing for ecommerce, explained as plainly—but usefully—as possible. A/B testing can be a game changer for choosing the right product positioning, increasing conversions on a <a href="/sg/blog/landing-page">landing page</a>, and so much more.</p> <h2 id="1">What is A/B testing?</h2> <p>A/B testing, also referred to as split testing or bucket testing, is the process of comparing two versions of the same web page, email, or other digital asset to determine which one performs better based on user behavior. </p> <p>It’s a useful tool for improving the performance of a marketing campaign and better understanding what converts your target audience. A/B testing allows you to answer important business questions, helps you generate more revenue from the traffic you already have, and sets the foundation for a data-informed <a href="/sg/blog/marketing-strategies">marketing strategy</a>.</p> <h2 id="2">How A/B testing works</h2> <ul> <li> <strong><strong>Define your goal. </strong></strong>Establish your goals for the A/B test, such as <a href="/sg/blog/calculate-conversion-rate">increasing conversions</a>, click-through rates, or overall sales.</li> <li> <strong>Choose the element to test. </strong>You can test headlines, images, <a href="/sg/blog/email-a-b-testing">email subject lines</a>, <a href="/sg/blog/what-is-a-call-to-action">call to actions</a> (CTAs), pricing, layouts, etc.</li> <li> <strong>Create variations. </strong>Develop two versions of the element: Version A, which is the original version of your asset, or the “control.” Version B, the new version with the changes you want to test, is known as the “variant.” In the context of marketing, you show 50% of visitors Version A and 50% of visitors Version B.</li> <li> <strong>Run the test. </strong>Expose both groups to the same version over a predetermined period. For example, if you’re testing an ecommerce site’s homepage CTA button, you might run tests for two weeks to achieve statistically significant results.</li> <li> <strong>Collect data. </strong>Monitor and measure conversions, click-throughs, engagement levels, and sales across both versions.</li> <li> <strong>Analyze the results. </strong>Compare the performance of Version A versus Version B to determine which more effectively meets your goal. The version with the highest conversion rate wins.</li> <li> <strong>Declare the winner. </strong>If Version B has the highest conversion rate, declare it the winner and send 100% of visitors there. This becomes the new control, and you must design another variant for future tests.</li> </ul> <p><strong>💡Consideration: </strong>An A/B test conversion rate can often be an imperfect measure of success.</p> <p>For example, if you price an item for $50 on one page and it’s completely free on the other, that won’t provide any truly valuable insight. As with any tool or strategy you use for your business, it has to be strategic.</p> <p>That’s why you should track the value of a conversion all the way through to the final sale.</p> <h2 id="3">When you should A/B test</h2> <p>If you’re running a low-traffic site or a web or mobile app, A/B testing is probably not the best optimization effort for you. You will likely see a higher <a href="/sg/blog/roi-marketing">return on investment (ROI)</a> from conducting user testing or talking to your customers, for example. Despite popular belief, <a href="/sg/blog/120261189-conversion-rate-optimization">conversion rate optimization</a> does not begin and end with testing.</p> <p>Why two to four weeks? Remember, you want to run tests for at least two full business cycles. Usually, that works out to two to four weeks. Now maybe you’re thinking, “No problem, I’ll run the test for longer than two to four weeks to reach the required sample size.” That won’t work either.</p> <p>The longer a test is running, the more susceptible it is to external validity threats and sample pollution. For example, visitors might delete their cookies and end up re-entering the A/B test as new visitors. Or someone could switch from their mobile phone to a desktop and see an alternate variation.</p> <p>Essentially, letting your test run for too long can skew results just as much as not letting it run long enough.</p> <p>Testing is worth the investment for stores that can meet the required sample size in two to four weeks. Stores that can’t should consider other forms of optimization until their <a href="/sg/blog/how-to-increase-website-traffic">traffic increases</a>.</p> <h2 id="4">Set up your A/B testing process</h2> <h3>Prioritize A/B test ideas</h3> <p>A huge list of A/B testing examples is exciting, though unhelpful for deciding what to test. Where do you start? That’s where prioritization comes in.</p> <p>There are a few common A/B testing prioritization frameworks you can use:</p> <ul> <li> <strong>ICE.</strong> ICE stands for <a href="https://www.productplan.com/glossary/ice-scoring-model/" rel="nofollow noopener noreferrer" target="_blank">impact, confidence, and ease</a>. Each of those factors receives a ranking of 1 to 10. For example, if you could easily run the test by yourself without help from a developer or designer, you might give ease an 8. You’re using your judgment here, and if you have more than one person running tests, rankings may become too subjective. It helps to have a set of guidelines to keep everyone objective.</li> <li> <strong>PIE.</strong> PIE stands for potential, importance, and ease. Again, each factor receives a 1 to 10 ranking. For example, if the test will reach 90% of your traffic, you might give importance an 8. PIE is as subjective as ICE, so guidelines can be helpful for this framework as well.</li> <li> <strong>PXL.</strong> PXL is the prioritization framework from <a href="https://cxl.com/" rel="nofollow noopener noreferrer" target="_blank">educational platform CXL</a>. It’s a little bit different and more customizable, forcing more objective decisions. Instead of three factors, you’ll find Yes/No questions and an ease-of-implementation question. For example, the framework might ask: “Is the test designed to increase motivation?” If yes, it gets a 1. If no, it gets a 0. You can learn more about this framework and <a href="https://conversionxl.com/blog/better-way-prioritize-ab-tests/" rel="nofollow noopener noreferrer" target="_blank">download a spreadsheet</a>.</li> </ul> <p>Once you have an idea of where to start, it can also help to categorize your ideas. For example, during some conversion research you could use three categories: implement, investigate, and test.</p> <ul> <li> <strong>Implement. </strong>Just do it. It’s broken or obvious.</li> <li> <strong>Investigate.</strong> Requires extra thought to define the problem or narrow in on a solution.</li> <li> <strong>Test. </strong>The idea is sound and data informed. Test it!</li> </ul> <p>Between this categorization and prioritization, you’ll be set to start A/B testing.</p> <h3>Develop a hypothesis </h3> <p>Before you test <em>anything</em>, you need to have a hypothesis. For example, “If I lower what I charge for shipping, conversion rates will increase.”</p> <p>Don’t worry—forming a hypothesis in this situation isn’t as complicated as it may sound. Basically, you need to test a hypothesis, not an idea. A hypothesis is measurable, aspires to solve a specific conversion problem, and focuses on insights instead of wins.</p> <p>Whenever writing an hypothesis, it helps to use a formula borrowed from <a href="https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc" rel="nofollow noopener noreferrer" target="_blank">Craig Sullivan’s Hypothesis Kit</a>:</p> <ul> <li>Because you see [insert data/feedback from research]</li> <li>You expect that [change you’re testing] will cause [impact you anticipate], and</li> <li>You’ll measure this using [data metric]</li> </ul> <p>Easy, right? All you have to do is fill in the blanks and your A/B test idea has transformed into a hypothesis.</p> <h3>Choose an A/B testing tool</h3> <p>Now you can start choosing an A/B testing tool or split testing service. More often than not, you’ll think of <a href="https://www.google.com/analytics/optimize/" rel="nofollow noopener noreferrer" target="_blank">Google Optimize</a>, <a href="https://www.optimizely.com/" rel="nofollow noopener noreferrer" target="_blank">Optimizely</a>, and <a href="https://vwo.com/" rel="nofollow noopener noreferrer" target="_blank">VWO</a> first. All are good, safe options.</p> <p>Here’s more information about those popular A/B testing tools:</p> <ul> <li> <strong>Google Optimize.</strong> Free, save for some multivariate limitations, which shouldn’t really impact you if you’re just getting started. It works well when performing Google Analytics A/B testing, which is a plus.</li> <li> <strong>Optimizely.</strong> Easy to get minor tests up and running, even without technical skills. <a href="https://www.optimizely.com/products/statistics/" rel="nofollow noopener noreferrer" target="_blank">Stats Engine</a> makes it easier to analyze test results. Typically, Optimizely is the most expensive option of the three.</li> <li> <strong>VWO.</strong> VWO has <a href="https://vwo.com/knowledge/what-is-smartstats/" rel="nofollow noopener noreferrer" target="_blank">SmartStats</a> to make analysis easier. Plus, it has a great WYSIWYG editor for beginners. Every VWO plan comes with heat maps, on-site surveys, form analytics, etc.</li> </ul> <p>There are also A/B testing tools in the <a href="https://apps.shopify.com/search?q=a%2Fb%20testing">Shopify App Store</a> you might find helpful.</p> <p>Once you’ve selected an A/B testing tool or split-testing software, fill out the sign-up form and follow the instructions provided. The process varies from tool to tool. Typically, though, you’ll be asked to install a snippet on your site and set goals.</p> <h3>Decide how to analyze results</h3> <p>If you craft your hypothesis correctly, even a loser is a winner, because you’ll gain insights you can use for future tests and in other areas of your business. So, when you’re analyzing your test results, you need to focus on the insights, not whether the test won or lost. There’s always something to learn, always something to analyze. Don’t dismiss the losers!</p> <p>The most important thing to note here is the need for segmentation. A test might be a loser overall, but chances are it performed well with at least one audience segment. </p> <p>Here are some examples of audience segments:</p> <ul> <li>New visitors</li> <li>Returning visitors</li> <li>iOS visitors</li> <li>Android visitors</li> <li>Chrome visitors</li> <li>Safari visitors</li> <li>Desktop visitors</li> <li>Tablet visitors</li> <li>Organic search visitors</li> <li>Paid visitors</li> <li>Social media visitors</li> <li>Logged-in buyers</li> </ul> <p>You get the idea, right?</p> <p>Odds are that the hypothesis was proven right among certain segments. That tells you something as well.</p> <p>Analysis is about so much more than whether the test was a winner or a loser. Segment your data to find hidden insights below the surface.</p> <p>A/B testing software won’t do this analysis for you, so this is an important skill to develop over time.</p> <h3>Archive your test results</h3> <p>Say you run your first test tomorrow. Two years from tomorrow, will you remember the details of that test? Not likely.</p> <p>That’s why archiving your A/B testing results is important. Without a well-maintained archive, all those insights you’re gaining will be lost. Plus, it’s very easy to test the same thing twice if you’re not archiving.</p> <p>There’s no “right” way to do this, though. You could use a tool like <a href="https://effectiveexperiments.com/" rel="nofollow noopener noreferrer" target="_blank">Effective Experiments</a>, or you could use a simple spreadsheet. It’s really up to you, especially when you’re just getting started. </p> <p>Whatever tool you use, make sure you’re keeping track of:</p> <ul> <li>The tested hypothesis</li> <li>Screenshots of the control and variation</li> <li>Whether it won or lost</li> <li>Insights gained through analysis</li> </ul> <p>As you grow, you’ll thank yourself for keeping this archive. Not only will it help you, it will help new hires and advisers/stakeholders as well.</p> <h2 id="5">A/B testing examples</h2> <h3>Technical analysis</h3> <p>Does your store load properly and quickly on every browser? On every device? You might have a shiny new smartphone, but someone somewhere is still rocking a flip phone from 2005. If your site doesn’t work properly and quickly, it definitely doesn’t convert as well as it could.</p> <h3>On-site surveys</h3> <p>These pop up as your store’s visitors browse around. For example, an on-site survey might ask visitors who have been on the same page for a while if there’s anything holding them back from making a purchase today. If so, what is it? You can use this qualitative data to improve your copy and conversion rate.</p> <h3>Customer interviews</h3> <p>Nothing can replace getting on the phone and talking to your customers. Why did they choose your store over competing stores? What problem were they trying to solve when they arrived on your site? There are a million questions you could ask to get to the heart of who your customers are and <a href="/sg/blog/science-of-decision-making">why they <em>really </em>buy from you.</a></p> <h3>Customer surveys</h3> <p>Customer surveys are full-length surveys that go out to people who have already made a purchase (as opposed to visitors). When designing a <a href="/sg/blog/75022277-how-to-read-your-customers-minds-with-one-email">customer survey</a>, you want to focus on: defining your customers, defining their problems, defining hesitations they had prior to purchasing, and identifying words and phrases they use to describe your store.</p> <h3>Analytics analysis</h3> <p>Are your analytics tools tracking and reporting your data properly? That might sound silly, but you’d be surprised by how many analytics tools are configured incorrectly. Analytics analysis is all about figuring out how your visitors behave. For example, you might focus on the funnel: Where are your biggest <a href="/sg/blog/conversion-funnel-leaks">conversion funnel leaks</a>? In other words, where are most people dropping out of your funnel? That’s a good place to start testing.</p> <h3>User testing</h3> <p>This is where you watch real people in a paid, controlled experiment try to perform tasks on your site. For example, you might ask them to find a video game in the $40 to $60 range and add it to their cart. While they’re performing these tasks, they narrate their thoughts and actions out loud.</p> <h3>Session replays</h3> <p>Session replays are similar to user testing, but now you’re dealing with real people with real money and real intent to buy. You’ll watch as your actual visitors navigate your site. What do they have trouble finding? Where do they get frustrated? Where do they seem confused?</p> <p>There are additional types of research as well, but start by choosing the best A/B testing method for you. If you run through some of them, you will have a huge laundry list of data-informed ideas worth testing.</p> <p>📚<strong>Learn more: </strong><a href="/sg/blog/ab-testing-examples">7 Actionable A/B Testing Examples for Your Ecommerce Store</a></p> <h2 id="6">A/B testing processes of the pros</h2> <p>Now that you’ve been through a standard A/B testing tutorial, let’s take a look at the exact processes of pros.</p> <h3>Krista Seiden, KS Digital</h3> <p>My step-by-step process for web and app A/B testing starts with analysis—in my opinion, this is the core of any good testing program. In the analysis stage, the goal is to examine your analytics data, survey or UX data, or any other sources of customer insight you might have in order to understand where your opportunities for optimization are.</p> <p>Once you have a good pipeline of ideas from the analysis stage, you can move on to hypothesize what might be going wrong and how you could potentially fix or improve these areas of optimization.</p> <p>Next, it’s time to build and run your tests. Be sure to run them for a reasonable amount of time (I default to two weeks to ensure I’m accounting for week-over-week changes or anomalies), and when you have enough data, analyze your results to determine your winner.</p> <p>It’s also important to take some time in this stage to analyze the losers as well—what can you learn from these variations?</p> <p>Finally, and you may only reach this stage once you’ve spent time laying the groundwork for a solid optimization program, it’s time to look into personalization. This doesn’t necessarily require a fancy tool set, but rather can come out of the data you have about your users.</p> <p>Marketing personalization can be as easy as targeting the right content to the right locations or as complex as targeting based on individual user actions. Don’t jump in all at once on the <a href="/sg/blog/ecommerce-marketing-personalization">personalization</a> bit though. Be sure you spend enough time to get the basics right first.</p> <h3>Alex Birkett, Omniscient Digital</h3> <p>At a high level, I try to follow this process:</p> <ul> <li>Collect data and make sure analytics implementations are accurate.</li> <li>Analyze data and find insights.</li> <li>Turn insights into hypotheses.</li> <li>Prioritize based on impact and ease, and maximize allocation of resources (especially technical resources).</li> <li>Run a test (following statistics best practices to the best of my knowledge and ability).</li> <li>Analyze results and implement or not according to the results.</li> <li>Iterate based on findings, and repeat.</li> </ul> <p>Put more simply: research, test, analyze, repeat.</p> <p>While this process can deviate or change based on what the context is (Am I testing a business-critical product feature? A blog post CTA? What’s the risk profile and balance of innovation versus risk mitigation?), it’s pretty applicable to any size or type of company.</p> <p>The point is this process is agile, but it also collects enough data, both <a href="https://www.hubspot.com/customer-feedback" rel="nofollow noopener noreferrer" target="_blank">qualitative customer feedback</a> and quantitative analytics, to be able to come up with better test ideas and better prioritize them so you can <a href="/sg/blog/how-to-increase-website-traffic">drive traffic to your online store</a>.</p> <h3>Ton Wesseling, Online Dialogue</h3> <p>The first question we always answer when we want to optimize a customer journey is: Where does this product or service fit on the ROAR model we created at Online Dialogue? Are you still in the risk phase, where we could do lots of research but can’t validate our findings through A/B test online experiments (below 1,000 conversions per month), or are you in the optimization phase? Or even above?</p> <ul> <li> <strong>Risk phase:</strong> Lots of research, which will be translated into anything from a business model pivot to a whole new design and value proposition.</li> <li> <strong>Optimization phase:</strong> Large experiments that will optimize the value proposition and the business model, as well as small experiments to validate user behavior hypotheses, which will build up knowledge for larger design changes.</li> <li> <strong>Automation:</strong> You still have experimentation power (visitors) left, meaning your full test potential is not needed to validate your user journey. What’s left should be used to exploit, to grow faster now (without focus on long-term learnings). This could be automated by running bandits/using algorithms.</li> <li> <strong>Re-think:</strong> You stop adding lots of research, unless it’s a pivot to something new.</li> </ul> <br> <p>So web or app A/B testing is only a big thing in the optimization phase of ROAR and beyond (until re-think).</p> <p>Our approach to running experiments is the FACT & ACT model:</p> <p>The research we do is based on our 5V Model:</p> <p>We gather all these insights to come up with a main research-backed hypothesis, which will lead to sub-hypotheses that will be prioritized based on the data gathered through either desktop or mobile A/B testing. The higher the chance of the hypothesis being true, the higher it will be ranked.</p> <p>Once we learn if our hypothesis is true or false, we can start combining learnings and take bigger steps by redesigning/realigning larger parts of the customer journey. However, at some point, all winning implementations will lead to a local maximum. Then you need to take a bigger step to be able to reach a potential global maximum.</p> <p>And, of course, the main learnings will be spread throughout the company, which leads to all sorts of broader optimization and innovation based on your validated first-party insights.</p> <p>Are you marketing to an international audience? Learn how to make that process easy with <a href="/sg/partners/blog/pseudo-localization">pseudo-localization</a>.</p> <h3>Julia Starostenko, Pinterest </h3> <p>The purpose of an experiment is to validate that making changes to an existing webpage will have a positive impact on the business.</p> <p>Before getting started, it’s important to determine if running an experiment is truly necessary. Consider the following scenario: There is a button with an extremely low click rate. It would be near impossible to decrease the performance of this button. Validating the effectiveness of a proposed change to the button (i.e., running an experiment) is therefore not necessary.</p> <p>Similarly, if the proposed change to the button is small, it probably isn’t worth spending the time setting up, executing, and tearing down an experiment. In this case, the changes should just be rolled out to everyone and performance of the button can be monitored.</p> <p>If it is determined that running an experiment would in fact be beneficial, the next step is to define the business metrics that should be improved (e.g., increase the conversion rate of a button). Then we ensure that proper data collection is in place.</p> <p>Once this is complete, the audience is randomly run, split testing between two groups: one group is shown the existing version of the button while the other group gets the new version. The conversion rate of each audience is monitored, and once statistical significance is reached, the results of the experiment are determined.</p> <h3>Peep Laja, CXL </h3> <p>A/B testing is a part of a bigger conversion optimization picture. In my opinion, it’s 80% about the research and only 20% about testing. Conversion research will help you determine what to test to begin with.</p> <p>My process typically looks like this (a simplified summary):</p> <ol> <li>Conduct conversion research using a framework like ResearchXL to identify issues on your site.</li> <li>Pick a high priority issue (one that affects a large portion of users and is a severe issue), and brainstorm as many solutions to this problem as you can. Inform your ideation process with your conversion research insights. Determine which device you want to run the test on (you need to run mobile A/B testing separate from desktop).</li> <li>Determine how many variations you can test (based on your traffic/transaction level), and then pick your best one to two ideas for a solution to test against control.</li> <li>Wireframe the exact treatments (write the copy, make the design changes, etc). Depending on the scope of changes, you might also need to include a designer to design new elements.</li> <li>Have your front-end developer implement the treatments in your testing tool. Set up necessary integrations (Google Analytics) and set appropriate goals.</li> <li>Conduct QA on the test (broken tests are by far the biggest A/B testing killer) to make sure it works with every browser/device combo.</li> <li>Launch the test!</li> <li>Once the <a href="https://conversionxl.com/blog/stopping-ab-tests-how-many-conversions-do-i-need/" rel="nofollow noopener noreferrer" target="_blank">test is done</a>, conduct post-test analysis.</li> <li>Depending on the outcome, either implement the winner, iterate on the treatments, or go and test something else.</li> </ol> <h2 id="7">Common mistakes in A/B testing</h2> <h3>Testing too many variables simultaneously</h3> <p>When you compare two variables at once, you might not be able to determine which change caused the effect. </p> <p>Say you want to optimize a <a href="/sg/blog/landing-page">landing page</a>. Rather than just testing a headline, you test:</p> <ul> <li>Call-to-action text</li> <li>CTA button color </li> <li>Header images</li> <li>Headlines</li> </ul> <p>Conversion rates go up, but you can’t pinpoint what change was responsible. If you test one variable at a time, you could isolate the impact of each change and get more accurate results.</p> <p>💡<strong>Consideration: </strong>Multivariate testing is an option if you want to understanding how multiple variables interact with each other. But to run a multivariate test, you need more traffic and an already well-optimized page to make incremental improvements on. The process is much more complex than running an A/B test. </p> <h3>Insufficient sample size</h3> <p>The reliability of your A/B test results depends on the sample size used. Small samples can cause false positives and negatives, making it difficult to conclude if the differences are the result of your changes or random chance. </p> <p>Imagine you are testing two versions of a product page to see which one leads to higher purchase rates. You split the traffic but only end up with 100 visitors to Version A and 100 visitors to Version B. </p> <p>If Version A has a 6% conversion rate, and Version B has a 5% conversion rate, you may think Version A is better. But, with only 100 visitors per version, it’s not statistically significant. It’s possible that if you tested with more visitors, the results might have been different. </p> <p>The best way to determine a healthy sample size is with a <a href="https://www.qualtrics.com/blog/calculating-sample-size/" rel="nofollow noopener noreferrer" target="_blank">sample size calculator</a>. </p> <h3>Short testing durations</h3> <p>Run your A/B test for at least one, ideally two, full business cycles. Don’t stop your test just because you’ve reached significance. You’ll also need to meet your predetermined sample size. Finally, don’t forget to run all tests in full-week increments.</p> <p>Why two full business cycles? For starters, two cycles helps you account for:</p> <ol> <li>“I need to think about it” buyers.</li> <li>Different traffic sources (Facebook, email newsletter, organic search, etc.)</li> <li>Anomalies. For example, your Friday email newsletter.</li> </ol> <p>Two business cycles are generally enough time to get valuable insight into the user behavior of your target audience.</p> <p>If you’ve used any sort of A/B test landing page testing tool, you’re likely familiar with the little green “Statistically Significant” icon.</p> <p>For many, unfortunately, that’s the universal sign for “the test is cooked, call it.” As you’ll learn below, just because A/B test statistical significance has been reached, that doesn’t mean you should stop the test.</p> <h3>Overlooking user segmentation</h3> <p>If you don’t consider different user segments, you’ll get generalized results that may not apply to everyone.</p> <p>It’s helpful to segment users by demographics, behavior, or other relevant factors. What works for new users might not work for returning users. If you don’t segment, you’ll alienate key user groups and jeopardize the integrity of your test.</p> <h2>Optimize A/B testing for your business</h2> <p>You have the process, you have the power! So, get out there, get the best A/B testing software, and start testing your store. Before you know it, those insights will add up to more money in the bank. </p> <p>If you want to continue learning about optimization, consider taking a free course, such as <a href="https://www.udacity.com/course/ab-testing--ud257" rel="nofollow noopener noreferrer" target="_blank">Udacity’s A/B testing by Google</a>. You can learn more about web and mobile app A/B testing to boost your optimization skill set.</p> <center><div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/sObU5W7qbTs?si=mT7WbTTjPbTMNGgt" class="absolute inset-0 w-full h-full"></div></div></center> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/sg/blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress">AliExpress Dropshipping- How to Dropship From AliExpress</a></li><li class="mt-2"><a href="/sg/blog/53669701-how-to-set-up-an-affiliate-program-for-your-shopify-store">How To Create a Successful Affiliate Program</a></li><li class="mt-2"><a href="/sg/blog/what-is-a-subdomain">What Is a Subdomain? A Complete Guide</a></li><li class="mt-2"><a href="/sg/blog/online-business-ideas">25+ Ideas for Online Businesses To Start Now (2024)</a></li><li class="mt-2"><a href="/sg/blog/best-ecommerce-platforms">The 12 Best Ecommerce Platforms for 2024</a></li><li class="mt-2"><a href="/sg/blog/shipping-policy">How to Create Your Shipping Policy (With a Template and Examples)</a></li><li class="mt-2"><a href="/sg/blog/product-page">Product Pages: 16 Beautiful Product Landing Page Examples (2024)</a></li><li class="mt-2"><a href="/sg/blog/swot-analysis">How to Do a SWOT Analysis + Examples and Template</a></li><li class="mt-2"><a href="/sg/blog/15006249-warning-are-these-four-ecommerce-conversion-killers-hurting-your-sales">4 Ecommerce Conversion Killers Hurting Your Sales</a></li><li class="mt-2"><a href="/sg/blog/77459845-7-must-have-shopify-apps-for-the-era-of-conversational-commerce">6 Must-Have Shopify Apps for the Era of Conversational Commerce</a></li></ul></div><div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2 id="8">A/B testing FAQ</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is A/B testing?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>At the most basic level, A/B testing is testing two versions of something to see which performs better. You can A/B test a variety of things related to your business, including social media posts, content, email, and product pages.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What’s an example of A/B testing?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>An example of A/B testing would be running paid traffic to two slightly different product pages to see which page has the highest conversion rate. To ensure your A/B tests can provide valuable insight, it’s recommended that you have traffic of more than 5,000 visitors to a given page.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Why do people use A/B testing?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>A/B testing lets people test two versions of a webpage, app, or marketing campaign by showing different versions to different segments of users simultaneously. It helps them determine which version gets more conversions, engagement, or sales.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is an example of A/B testing on social media?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>An example of A/B on social media could be testing Instagram ad effectiveness. For example, you’d make two versions of an ad, each with different media, and then analyze which version gets more click-throughs and sales.</p> </div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/sg/blog/authors/shanelle-mullin" class="no-underline" itemProp="url"><span itemProp="name">Shanelle Mullin</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>22 Jul 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 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releases","columnSpan":3,"icon":"newsroom"}]}]}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Shanelle Mullin","avatarUrl":"https://www.gravatar.com/avatar/9bbca78493609aa460da2216088159cd?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/1161854985","handle":"the-complete-guide-to-ab-testing","title":"What Is A/B Testing: How To Do It and Practical Examples","publishedAt":"2024-07-22T07:30:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/b_20testing_1367c4e9-3823-440b-a21d-0209c4f89d07.png?v=1729517823","altText":"a computer with a and b on screen representing a/b testing","width":1848,"height":782},"tags":["Conversion"],"contentHtml":"\u003cp\u003eLearn about A/B tests, conversion research and idea prioritization to test analysis and archive management from experts at Google, HubSpot and Shopify.\u003c/p\u003e\n\u003cp\u003eWhether you’re an experienced entrepreneur or just getting started, there’s a good chance you’ve seen countless articles and resources about A/B testing. You might already A/B test your email subject lines or your social media posts.\u003c/p\u003e\n\u003cp\u003eDespite the fact there’s been plenty said about A/B testing in the field of marketing, many entrepreneurs stumble in practice. The result? Major business decisions based on inaccurate results from an improper test.\u003c/p\u003e\n\u003cp\u003eA/B testing often is over simplified, especially in content written for store owners. Ahead, you’ll find everything you need to get started with different types of A/B testing for ecommerce, explained as plainly—but usefully—as possible. A/B testing can be a game changer for choosing the right product positioning, increasing conversions on a \u003ca href=\"/blog/landing-page\"\u003elanding page\u003c/a\u003e, and so much more.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is A/B testing?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow A/B testing works\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eWhen you should A/B test\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eSet up your A/B testing process\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eA/B testing examples\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eA/B testing process of the pros\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eCommon mistakes in A/B testing\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eA/B testing FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is A/B testing?\u003c/h2\u003e\n\u003cp\u003eA/B testing, also referred to as split testing or bucket testing, is the process of comparing two versions of the same web page, email, or other digital asset to determine which one performs better based on user behavior. \u003c/p\u003e\n\u003cp\u003eIt’s a useful tool for improving the performance of a marketing campaign and better understanding what converts your target audience. A/B testing allows you to answer important business questions, helps you generate more revenue from the traffic you already have, and sets the foundation for a data-informed \u003ca href=\"/blog/marketing-strategies\"\u003emarketing strategy\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eHow A/B testing works\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003e\u003cstrong\u003eDefine your goal. \u003c/strong\u003e\u003c/strong\u003eEstablish your goals for the A/B test, such as \u003ca href=\"/blog/calculate-conversion-rate\"\u003eincreasing conversions\u003c/a\u003e, click-through rates, or overall sales.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eChoose the element to test. \u003c/strong\u003eYou can test headlines, images, \u003ca href=\"/blog/email-a-b-testing\"\u003eemail subject lines\u003c/a\u003e, \u003ca href=\"/blog/what-is-a-call-to-action\"\u003ecall to actions\u003c/a\u003e (CTAs), pricing, layouts, etc.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCreate variations. \u003c/strong\u003eDevelop two versions of the element: Version A, which is the original version of your asset, or the “control.” Version B, the new version with the changes you want to test, is known as the “variant.” In the context of marketing, you show 50% of visitors Version A and 50% of visitors Version B.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRun the test. \u003c/strong\u003eExpose both groups to the same version over a predetermined period. For example, if you’re testing an ecommerce site’s homepage CTA button, you might run tests for two weeks to achieve statistically significant results.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCollect data. \u003c/strong\u003eMonitor and measure conversions, click-throughs, engagement levels, and sales across both versions.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAnalyze the results. \u003c/strong\u003eCompare the performance of Version A versus Version B to determine which more effectively meets your goal. The version with the highest conversion rate wins.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eDeclare the winner. \u003c/strong\u003eIf Version B has the highest conversion rate, declare it the winner and send 100% of visitors there. This becomes the new control, and you must design another variant for future tests.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e💡Consideration: \u003c/strong\u003eAn A/B test conversion rate can often be an imperfect measure of success.\u003c/p\u003e\n\u003cp\u003eFor example, if you price an item for $50 on one page and it’s completely free on the other, that won’t provide any truly valuable insight. As with any tool or strategy you use for your business, it has to be strategic.\u003c/p\u003e\n\u003cp\u003eThat’s why you should track the value of a conversion all the way through to the final sale.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eWhen you should A/B test\u003c/h2\u003e\n\u003cp\u003eIf you’re running a low-traffic site or a web or mobile app, A/B testing is probably not the best optimization effort for you. You will likely see a higher \u003ca href=\"/blog/roi-marketing\"\u003ereturn on investment (ROI)\u003c/a\u003e from conducting user testing or talking to your customers, for example. Despite popular belief, \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003econversion rate optimization\u003c/a\u003e does not begin and end with testing.\u003c/p\u003e\n\u003cp\u003eWhy two to four weeks? Remember, you want to run tests for at least two full business cycles. Usually, that works out to two to four weeks. Now maybe you’re thinking, “No problem, I’ll run the test for longer than two to four weeks to reach the required sample size.” That won’t work either.\u003c/p\u003e\n\u003cp\u003eThe longer a test is running, the more susceptible it is to external validity threats and sample pollution. For example, visitors might delete their cookies and end up re-entering the A/B test as new visitors. Or someone could switch from their mobile phone to a desktop and see an alternate variation.\u003c/p\u003e\n\u003cp\u003eEssentially, letting your test run for too long can skew results just as much as not letting it run long enough.\u003c/p\u003e\n\u003cp\u003eTesting is worth the investment for stores that can meet the required sample size in two to four weeks. Stores that can’t should consider other forms of optimization until their \u003ca href=\"/blog/how-to-increase-website-traffic\"\u003etraffic increases\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eSet up your A/B testing process\u003c/h2\u003e\n\u003ch3\u003ePrioritize A/B test ideas\u003c/h3\u003e\n\u003cp\u003eA huge list of A/B testing examples is exciting, though unhelpful for deciding what to test. Where do you start? That’s where prioritization comes in.\u003c/p\u003e\n\u003cp\u003eThere are a few common A/B testing prioritization frameworks you can use:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eICE.\u003c/strong\u003e ICE stands for \u003ca href=\"https://www.productplan.com/glossary/ice-scoring-model/\"\u003eimpact, confidence, and ease\u003c/a\u003e. Each of those factors receives a ranking of 1 to 10. For example, if you could easily run the test by yourself without help from a developer or designer, you might give ease an 8. You’re using your judgment here, and if you have more than one person running tests, rankings may become too subjective. It helps to have a set of guidelines to keep everyone objective.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePIE.\u003c/strong\u003e PIE stands for potential, importance, and ease. Again, each factor receives a 1 to 10 ranking. For example, if the test will reach 90% of your traffic, you might give importance an 8. PIE is as subjective as ICE, so guidelines can be helpful for this framework as well.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePXL.\u003c/strong\u003e PXL is the prioritization framework from \u003ca href=\"https://cxl.com/\"\u003eeducational platform CXL\u003c/a\u003e. It’s a little bit different and more customizable, forcing more objective decisions. Instead of three factors, you’ll find Yes/No questions and an ease-of-implementation question. For example, the framework might ask: “Is the test designed to increase motivation?” If yes, it gets a 1. If no, it gets a 0. You can learn more about this framework and \u003ca href=\"https://conversionxl.com/blog/better-way-prioritize-ab-tests/\"\u003edownload a spreadsheet\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eOnce you have an idea of where to start, it can also help to categorize your ideas. For example, during some conversion research you could use three categories: implement, investigate, and test.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eImplement. \u003c/strong\u003eJust do it. It’s broken or obvious.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eInvestigate.\u003c/strong\u003e Requires extra thought to define the problem or narrow in on a solution.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eTest. \u003c/strong\u003eThe idea is sound and data informed. Test it!\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBetween this categorization and prioritization, you’ll be set to start A/B testing.\u003c/p\u003e\n\u003ch3\u003eDevelop a hypothesis \u003c/h3\u003e\n\u003cp\u003eBefore you test \u003cem\u003eanything\u003c/em\u003e, you need to have a hypothesis. For example, “If I lower what I charge for shipping, conversion rates will increase.”\u003c/p\u003e\n\u003cp\u003eDon’t worry—forming a hypothesis in this situation isn’t as complicated as it may sound. Basically, you need to test a hypothesis, not an idea. A hypothesis is measurable, aspires to solve a specific conversion problem, and focuses on insights instead of wins.\u003c/p\u003e\n\u003cp\u003eWhenever writing an hypothesis, it helps to use a formula borrowed from \u003ca href=\"https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc\"\u003eCraig Sullivan’s Hypothesis Kit\u003c/a\u003e:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eBecause you see [insert data/feedback from research]\u003c/li\u003e\n\u003cli\u003eYou expect that [change you’re testing] will cause [impact you anticipate], and\u003c/li\u003e\n\u003cli\u003eYou’ll measure this using [data metric]\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEasy, right? All you have to do is fill in the blanks and your A/B test idea has transformed into a hypothesis.\u003c/p\u003e\n\u003ch3\u003eChoose an A/B testing tool\u003c/h3\u003e\n\u003cp\u003eNow you can start choosing an A/B testing tool or split testing service. More often than not, you’ll think of \u003ca href=\"https://www.google.com/analytics/optimize/\"\u003eGoogle Optimize\u003c/a\u003e, \u003ca href=\"https://www.optimizely.com/\"\u003eOptimizely\u003c/a\u003e, and \u003ca href=\"https://vwo.com/\"\u003eVWO\u003c/a\u003e first. All are good, safe options.\u003c/p\u003e\n\u003cp\u003eHere’s more information about those popular A/B testing tools:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eGoogle Optimize.\u003c/strong\u003e Free, save for some multivariate limitations, which shouldn’t really impact you if you’re just getting started. It works well when performing Google Analytics A/B testing, which is a plus.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOptimizely.\u003c/strong\u003e Easy to get minor tests up and running, even without technical skills. \u003ca href=\"https://www.optimizely.com/products/statistics/\"\u003eStats Engine\u003c/a\u003e makes it easier to analyze test results. Typically, Optimizely is the most expensive option of the three.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVWO.\u003c/strong\u003e VWO has \u003ca href=\"https://vwo.com/knowledge/what-is-smartstats/\"\u003eSmartStats\u003c/a\u003e to make analysis easier. Plus, it has a great WYSIWYG editor for beginners. Every VWO plan comes with heat maps, on-site surveys, form analytics, etc.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThere are also A/B testing tools in the \u003ca href=\"https://apps.shopify.com/search?q=a%2Fb%20testing\"\u003eShopify App Store\u003c/a\u003e you might find helpful.\u003c/p\u003e\n\u003cp\u003eOnce you’ve selected an A/B testing tool or split-testing software, fill out the sign-up form and follow the instructions provided. The process varies from tool to tool. Typically, though, you’ll be asked to install a snippet on your site and set goals.\u003c/p\u003e\n\u003ch3\u003eDecide how to analyze results\u003c/h3\u003e\n\u003cp\u003eIf you craft your hypothesis correctly, even a loser is a winner, because you’ll gain insights you can use for future tests and in other areas of your business. So, when you’re analyzing your test results, you need to focus on the insights, not whether the test won or lost. There’s always something to learn, always something to analyze. Don’t dismiss the losers!\u003c/p\u003e\n\u003cp\u003eThe most important thing to note here is the need for segmentation. A test might be a loser overall, but chances are it performed well with at least one audience segment. \u003c/p\u003e\n\u003cp\u003eHere are some examples of audience segments:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eNew visitors\u003c/li\u003e\n\u003cli\u003eReturning visitors\u003c/li\u003e\n\u003cli\u003eiOS visitors\u003c/li\u003e\n\u003cli\u003eAndroid visitors\u003c/li\u003e\n\u003cli\u003eChrome visitors\u003c/li\u003e\n\u003cli\u003eSafari visitors\u003c/li\u003e\n\u003cli\u003eDesktop visitors\u003c/li\u003e\n\u003cli\u003eTablet visitors\u003c/li\u003e\n\u003cli\u003eOrganic search visitors\u003c/li\u003e\n\u003cli\u003ePaid visitors\u003c/li\u003e\n\u003cli\u003eSocial media visitors\u003c/li\u003e\n\u003cli\u003eLogged-in buyers\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYou get the idea, right?\u003c/p\u003e\n\u003cp\u003eOdds are that the hypothesis was proven right among certain segments. That tells you something as well.\u003c/p\u003e\n\u003cp\u003eAnalysis is about so much more than whether the test was a winner or a loser. Segment your data to find hidden insights below the surface.\u003c/p\u003e\n\u003cp\u003eA/B testing software won’t do this analysis for you, so this is an important skill to develop over time.\u003c/p\u003e\n\u003ch3\u003eArchive your test results\u003c/h3\u003e\n\u003cp\u003eSay you run your first test tomorrow. Two years from tomorrow, will you remember the details of that test? Not likely.\u003c/p\u003e\n\u003cp\u003eThat’s why archiving your A/B testing results is important. Without a well-maintained archive, all those insights you’re gaining will be lost. Plus, it’s very easy to test the same thing twice if you’re not archiving.\u003c/p\u003e\n\u003cp\u003eThere’s no “right” way to do this, though. You could use a tool like \u003ca href=\"https://effectiveexperiments.com/\"\u003eEffective Experiments\u003c/a\u003e, or you could use a simple spreadsheet. It’s really up to you, especially when you’re just getting started. \u003c/p\u003e\n\u003cp\u003eWhatever tool you use, make sure you’re keeping track of:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe tested hypothesis\u003c/li\u003e\n\u003cli\u003eScreenshots of the control and variation\u003c/li\u003e\n\u003cli\u003eWhether it won or lost\u003c/li\u003e\n\u003cli\u003eInsights gained through analysis\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAs you grow, you’ll thank yourself for keeping this archive. Not only will it help you, it will help new hires and advisers/stakeholders as well.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eA/B testing examples\u003c/h2\u003e\n\u003ch3\u003eTechnical analysis\u003c/h3\u003e\n\u003cp\u003eDoes your store load properly and quickly on every browser? On every device? You might have a shiny new smartphone, but someone somewhere is still rocking a flip phone from 2005. If your site doesn’t work properly and quickly, it definitely doesn’t convert as well as it could.\u003c/p\u003e\n\u003ch3\u003eOn-site surveys\u003c/h3\u003e\n\u003cp\u003eThese pop up as your store’s visitors browse around. For example, an on-site survey might ask visitors who have been on the same page for a while if there’s anything holding them back from making a purchase today. If so, what is it? You can use this qualitative data to improve your copy and conversion rate.\u003c/p\u003e\n\u003ch3\u003eCustomer interviews\u003c/h3\u003e\n\u003cp\u003eNothing can replace getting on the phone and talking to your customers. Why did they choose your store over competing stores? What problem were they trying to solve when they arrived on your site? There are a million questions you could ask to get to the heart of who your customers are and \u003ca href=\"/blog/science-of-decision-making\"\u003ewhy they \u003cem\u003ereally \u003c/em\u003ebuy from you.\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eCustomer surveys\u003c/h3\u003e\n\u003cp\u003eCustomer surveys are full-length surveys that go out to people who have already made a purchase (as opposed to visitors). When designing a \u003ca href=\"/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003ecustomer survey\u003c/a\u003e, you want to focus on: defining your customers, defining their problems, defining hesitations they had prior to purchasing, and identifying words and phrases they use to describe your store.\u003c/p\u003e\n\u003ch3\u003eAnalytics analysis\u003c/h3\u003e\n\u003cp\u003eAre your analytics tools tracking and reporting your data properly? That might sound silly, but you’d be surprised by how many analytics tools are configured incorrectly. Analytics analysis is all about figuring out how your visitors behave. For example, you might focus on the funnel: Where are your biggest \u003ca href=\"/blog/conversion-funnel-leaks\"\u003econversion funnel leaks\u003c/a\u003e? In other words, where are most people dropping out of your funnel? That’s a good place to start testing.\u003c/p\u003e\n\u003ch3\u003eUser testing\u003c/h3\u003e\n\u003cp\u003eThis is where you watch real people in a paid, controlled experiment try to perform tasks on your site. For example, you might ask them to find a video game in the $40 to $60 range and add it to their cart. While they’re performing these tasks, they narrate their thoughts and actions out loud.\u003c/p\u003e\n\u003ch3\u003eSession replays\u003c/h3\u003e\n\u003cp\u003eSession replays are similar to user testing, but now you’re dealing with real people with real money and real intent to buy. You’ll watch as your actual visitors navigate your site. What do they have trouble finding? Where do they get frustrated? Where do they seem confused?\u003c/p\u003e\n\u003cp\u003eThere are additional types of research as well, but start by choosing the best A/B testing method for you. If you run through some of them, you will have a huge laundry list of data-informed ideas worth testing.\u003c/p\u003e\n\u003cp\u003e📚\u003cstrong\u003eLearn more: \u003c/strong\u003e\u003ca href=\"/blog/ab-testing-examples\"\u003e7 Actionable A/B Testing Examples for Your Ecommerce Store\u003c/a\u003e\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eA/B testing processes of the pros\u003c/h2\u003e\n\u003cp\u003eNow that you’ve been through a standard A/B testing tutorial, let’s take a look at the exact processes of pros.\u003c/p\u003e\n\u003ch3\u003eKrista Seiden, KS Digital\u003c/h3\u003e\n\u003cp\u003eMy step-by-step process for web and app A/B testing starts with analysis—in my opinion, this is the core of any good testing program. In the analysis stage, the goal is to examine your analytics data, survey or UX data, or any other sources of customer insight you might have in order to understand where your opportunities for optimization are.\u003c/p\u003e\n\u003cp\u003eOnce you have a good pipeline of ideas from the analysis stage, you can move on to hypothesize what might be going wrong and how you could potentially fix or improve these areas of optimization.\u003c/p\u003e\n\u003cp\u003eNext, it’s time to build and run your tests. Be sure to run them for a reasonable amount of time (I default to two weeks to ensure I’m accounting for week-over-week changes or anomalies), and when you have enough data, analyze your results to determine your winner.\u003c/p\u003e\n\u003cp\u003eIt’s also important to take some time in this stage to analyze the losers as well—what can you learn from these variations?\u003c/p\u003e\n\u003cp\u003eFinally, and you may only reach this stage once you’ve spent time laying the groundwork for a solid optimization program, it’s time to look into personalization. This doesn’t necessarily require a fancy tool set, but rather can come out of the data you have about your users.\u003c/p\u003e\n\u003cp\u003eMarketing personalization can be as easy as targeting the right content to the right locations or as complex as targeting based on individual user actions. Don’t jump in all at once on the \u003ca href=\"/blog/ecommerce-marketing-personalization\"\u003epersonalization\u003c/a\u003e bit though. Be sure you spend enough time to get the basics right first.\u003c/p\u003e\n\u003ch3\u003eAlex Birkett, Omniscient Digital\u003c/h3\u003e\n\u003cp\u003eAt a high level, I try to follow this process:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCollect data and make sure analytics implementations are accurate.\u003c/li\u003e\n\u003cli\u003eAnalyze data and find insights.\u003c/li\u003e\n\u003cli\u003eTurn insights into hypotheses.\u003c/li\u003e\n\u003cli\u003ePrioritize based on impact and ease, and maximize allocation of resources (especially technical resources).\u003c/li\u003e\n\u003cli\u003eRun a test (following statistics best practices to the best of my knowledge and ability).\u003c/li\u003e\n\u003cli\u003eAnalyze results and implement or not according to the results.\u003c/li\u003e\n\u003cli\u003eIterate based on findings, and repeat.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003ePut more simply: research, test, analyze, repeat.\u003c/p\u003e\n\u003cp\u003eWhile this process can deviate or change based on what the context is (Am I testing a business-critical product feature? A blog post CTA? What’s the risk profile and balance of innovation versus risk mitigation?), it’s pretty applicable to any size or type of company.\u003c/p\u003e\n\u003cp\u003eThe point is this process is agile, but it also collects enough data, both \u003ca href=\"https://www.hubspot.com/customer-feedback\"\u003equalitative customer feedback\u003c/a\u003e and quantitative analytics, to be able to come up with better test ideas and better prioritize them so you can \u003ca href=\"/blog/how-to-increase-website-traffic\"\u003edrive traffic to your online store\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003eTon Wesseling, Online Dialogue\u003c/h3\u003e\n\u003cp\u003eThe first question we always answer when we want to optimize a customer journey is: Where does this product or service fit on the ROAR model we created at Online Dialogue? Are you still in the risk phase, where we could do lots of research but can’t validate our findings through A/B test online experiments (below 1,000 conversions per month), or are you in the optimization phase? Or even above?\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eRisk phase:\u003c/strong\u003e Lots of research, which will be translated into anything from a business model pivot to a whole new design and value proposition.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOptimization phase:\u003c/strong\u003e Large experiments that will optimize the value proposition and the business model, as well as small experiments to validate user behavior hypotheses, which will build up knowledge for larger design changes.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAutomation:\u003c/strong\u003e You still have experimentation power (visitors) left, meaning your full test potential is not needed to validate your user journey. What’s left should be used to exploit, to grow faster now (without focus on long-term learnings). This could be automated by running bandits/using algorithms.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRe-think:\u003c/strong\u003e You stop adding lots of research, unless it’s a pivot to something new.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cbr\u003e\n\u003cp\u003eSo web or app A/B testing is only a big thing in the optimization phase of ROAR and beyond (until re-think).\u003c/p\u003e\n\u003cp\u003eOur approach to running experiments is the FACT \u0026amp; ACT model:\u003c/p\u003e\n\u003cp\u003eThe research we do is based on our 5V Model:\u003c/p\u003e\n\u003cp\u003eWe gather all these insights to come up with a main research-backed hypothesis, which will lead to sub-hypotheses that will be prioritized based on the data gathered through either desktop or mobile A/B testing. The higher the chance of the hypothesis being true, the higher it will be ranked.\u003c/p\u003e\n\u003cp\u003eOnce we learn if our hypothesis is true or false, we can start combining learnings and take bigger steps by redesigning/realigning larger parts of the customer journey. However, at some point, all winning implementations will lead to a local maximum. Then you need to take a bigger step to be able to reach a potential global maximum.\u003c/p\u003e\n\u003cp\u003eAnd, of course, the main learnings will be spread throughout the company, which leads to all sorts of broader optimization and innovation based on your validated first-party insights.\u003c/p\u003e\n\u003cp\u003eAre you marketing to an international audience? Learn how to make that process easy with \u003ca href=\"https://www.shopify.com/partners/blog/pseudo-localization\"\u003epseudo-localization\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003eJulia Starostenko, Pinterest \u003c/h3\u003e\n\u003cp\u003eThe purpose of an experiment is to validate that making changes to an existing webpage will have a positive impact on the business.\u003c/p\u003e\n\u003cp\u003eBefore getting started, it’s important to determine if running an experiment is truly necessary. Consider the following scenario: There is a button with an extremely low click rate. It would be near impossible to decrease the performance of this button. Validating the effectiveness of a proposed change to the button (i.e., running an experiment) is therefore not necessary.\u003c/p\u003e\n\u003cp\u003eSimilarly, if the proposed change to the button is small, it probably isn’t worth spending the time setting up, executing, and tearing down an experiment. In this case, the changes should just be rolled out to everyone and performance of the button can be monitored.\u003c/p\u003e\n\u003cp\u003eIf it is determined that running an experiment would in fact be beneficial, the next step is to define the business metrics that should be improved (e.g., increase the conversion rate of a button). Then we ensure that proper data collection is in place.\u003c/p\u003e\n\u003cp\u003eOnce this is complete, the audience is randomly run, split testing between two groups: one group is shown the existing version of the button while the other group gets the new version. The conversion rate of each audience is monitored, and once statistical significance is reached, the results of the experiment are determined.\u003c/p\u003e\n\u003ch3\u003ePeep Laja, CXL \u003c/h3\u003e\n\u003cp\u003eA/B testing is a part of a bigger conversion optimization picture. In my opinion, it’s 80% about the research and only 20% about testing. Conversion research will help you determine what to test to begin with.\u003c/p\u003e\n\u003cp\u003eMy process typically looks like this (a simplified summary):\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003eConduct conversion research using a framework like ResearchXL to identify issues on your site.\u003c/li\u003e\n\u003cli\u003ePick a high priority issue (one that affects a large portion of users and is a severe issue), and brainstorm as many solutions to this problem as you can. Inform your ideation process with your conversion research insights. Determine which device you want to run the test on (you need to run mobile A/B testing separate from desktop).\u003c/li\u003e\n\u003cli\u003eDetermine how many variations you can test (based on your traffic/transaction level), and then pick your best one to two ideas for a solution to test against control.\u003c/li\u003e\n\u003cli\u003eWireframe the exact treatments (write the copy, make the design changes, etc). Depending on the scope of changes, you might also need to include a designer to design new elements.\u003c/li\u003e\n\u003cli\u003eHave your front-end developer implement the treatments in your testing tool. Set up necessary integrations (Google Analytics) and set appropriate goals.\u003c/li\u003e\n\u003cli\u003eConduct QA on the test (broken tests are by far the biggest A/B testing killer) to make sure it works with every browser/device combo.\u003c/li\u003e\n\u003cli\u003eLaunch the test!\u003c/li\u003e\n\u003cli\u003eOnce the \u003ca href=\"https://conversionxl.com/blog/stopping-ab-tests-how-many-conversions-do-i-need/\"\u003etest is done\u003c/a\u003e, conduct post-test analysis.\u003c/li\u003e\n\u003cli\u003eDepending on the outcome, either implement the winner, iterate on the treatments, or go and test something else.\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch2 id=\"7\"\u003eCommon mistakes in A/B testing\u003c/h2\u003e\n\u003ch3\u003eTesting too many variables simultaneously\u003c/h3\u003e\n\u003cp\u003eWhen you compare two variables at once, you might not be able to determine which change caused the effect. \u003c/p\u003e\n\u003cp\u003eSay you want to optimize a \u003ca href=\"/blog/landing-page\"\u003elanding page\u003c/a\u003e. Rather than just testing a headline, you test:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCall-to-action text\u003c/li\u003e\n\u003cli\u003eCTA button color \u003c/li\u003e\n\u003cli\u003eHeader images\u003c/li\u003e\n\u003cli\u003eHeadlines\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eConversion rates go up, but you can’t pinpoint what change was responsible. If you test one variable at a time, you could isolate the impact of each change and get more accurate results.\u003c/p\u003e\n\u003cp\u003e💡\u003cstrong\u003eConsideration: \u003c/strong\u003eMultivariate testing is an option if you want to understanding how multiple variables interact with each other. But to run a multivariate test, you need more traffic and an already well-optimized page to make incremental improvements on. The process is much more complex than running an A/B test. \u003c/p\u003e\n\u003ch3\u003eInsufficient sample size\u003c/h3\u003e\n\u003cp\u003eThe reliability of your A/B test results depends on the sample size used. Small samples can cause false positives and negatives, making it difficult to conclude if the differences are the result of your changes or random chance. \u003c/p\u003e\n\u003cp\u003eImagine you are testing two versions of a product page to see which one leads to higher purchase rates. You split the traffic but only end up with 100 visitors to Version A and 100 visitors to Version B. \u003c/p\u003e\n\u003cp\u003eIf Version A has a 6% conversion rate, and Version B has a 5% conversion rate, you may think Version A is better. But, with only 100 visitors per version, it’s not statistically significant. It’s possible that if you tested with more visitors, the results might have been different. \u003c/p\u003e\n\u003cp\u003eThe best way to determine a healthy sample size is with a \u003ca href=\"https://www.qualtrics.com/blog/calculating-sample-size/\"\u003esample size calculator\u003c/a\u003e. \u003c/p\u003e\n\u003ch3\u003eShort testing durations\u003c/h3\u003e\n\u003cp\u003eRun your A/B test for at least one, ideally two, full business cycles. Don’t stop your test just because you’ve reached significance. You’ll also need to meet your predetermined sample size. Finally, don’t forget to run all tests in full-week increments.\u003c/p\u003e\n\u003cp\u003eWhy two full business cycles? For starters, two cycles helps you account for:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e“I need to think about it” buyers.\u003c/li\u003e\n\u003cli\u003eDifferent traffic sources (Facebook, email newsletter, organic search, etc.)\u003c/li\u003e\n\u003cli\u003eAnomalies. For example, your Friday email newsletter.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eTwo business cycles are generally enough time to get valuable insight into the user behavior of your target audience.\u003c/p\u003e\n\u003cp\u003eIf you’ve used any sort of A/B test landing page testing tool, you’re likely familiar with the little green “Statistically Significant” icon.\u003c/p\u003e\n\u003cp\u003eFor many, unfortunately, that’s the universal sign for “the test is cooked, call it.” As you’ll learn below, just because A/B test statistical significance has been reached, that doesn’t mean you should stop the test.\u003c/p\u003e\n\u003ch3\u003eOverlooking user segmentation\u003c/h3\u003e\n\u003cp\u003eIf you don’t consider different user segments, you’ll get generalized results that may not apply to everyone.\u003c/p\u003e\n\u003cp\u003eIt’s helpful to segment users by demographics, behavior, or other relevant factors. What works for new users might not work for returning users. If you don’t segment, you’ll alienate key user groups and jeopardize the integrity of your test.\u003c/p\u003e\n\u003ch2\u003eOptimize A/B testing for your business\u003c/h2\u003e\n\u003cp\u003eYou have the process, you have the power! So, get out there, get the best A/B testing software, and start testing your store. Before you know it, those insights will add up to more money in the bank. \u003c/p\u003e\n\u003cp\u003eIf you want to continue learning about optimization, consider taking a free course, such as \u003ca href=\"https://www.udacity.com/course/ab-testing--ud257\"\u003eUdacity’s A/B testing by Google\u003c/a\u003e. You can learn more about web and mobile app A/B testing to boost your optimization skill set.\u003c/p\u003e\n\u003ccenter\u003e\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/sObU5W7qbTs?si=mT7WbTTjPbTMNGgt\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\u003c/center\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"8\"\u003eA/B testing FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is A/B testing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAt the most basic level, A/B testing is testing two versions of something to see which performs better. You can A/B test a variety of things related to your business, including social media posts, content, email, and product pages.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat’s an example of A/B testing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAn example of A/B testing would be running paid traffic to two slightly different product pages to see which page has the highest conversion rate. To ensure your A/B tests can provide valuable insight, it’s recommended that you have traffic of more than 5,000 visitors to a given page.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhy do people use A/B testing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA/B testing lets people test two versions of a webpage, app, or marketing campaign by showing different versions to different segments of users simultaneously. It helps them determine which version gets more conversions, engagement, or sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is an example of A/B testing on social media?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAn example of A/B on social media could be testing Instagram ad effectiveness. For example, you’d make two versions of an ad, each with different media, and then analyze which version gets more click-throughs and sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Learn about A/B tests, conversion research and idea prioritization to test analysis and archive management from experts at Google, HubSpot and Shopify.","excerptHtml":"\u003cimg alt=\"a computer with a and b on screen representing a/b testing\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/b_20testing.png?v=1721666556\"\u003e\n\u003cp\u003eLearn about A/B tests, conversion research and idea prioritization to test analysis and archive management from experts at Google, HubSpot and Shopify.\u003c/p\u003e","seo":{"__typename":"SEO","title":"What Is A/B Testing: How To Do It and Practical Examples","description":"Learn about A/B tests, conversion research and idea prioritization to test analysis and archive management from experts at Google, HubSpot and Shopify."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/the-complete-guide-to-ab-testing\",\"en-GB\":\"https://www.shopify.com/uk/blog/the-complete-guide-to-ab-testing\",\"en-AU\":\"https://www.shopify.com/au/blog/the-complete-guide-to-ab-testing\",\"en-ID\":\"https://www.shopify.com/id/blog/the-complete-guide-to-ab-testing\",\"en-NZ\":\"https://www.shopify.com/nz/blog/the-complete-guide-to-ab-testing\",\"en-ZA\":\"https://www.shopify.com/za/blog/the-complete-guide-to-ab-testing\",\"en-NG\":\"https://www.shopify.com/ng/blog/the-complete-guide-to-ab-testing\",\"en-PH\":\"https://www.shopify.com/ph/blog/the-complete-guide-to-ab-testing\",\"en-SG\":\"https://www.shopify.com/sg/blog/the-complete-guide-to-ab-testing\",\"en-HK\":\"https://www.shopify.com/hk/blog/the-complete-guide-to-ab-testing\",\"en-IE\":\"https://www.shopify.com/ie/blog/the-complete-guide-to-ab-testing\",\"en-MY\":\"https://www.shopify.com/my/blog/the-complete-guide-to-ab-testing\",\"pt\":\"https://www.shopify.com/br/blog/testes-a-b-um-guia-para-iniciantes\",\"ja-JP\":\"https://www.shopify.com/jp/blog/the-complete-guide-to-ab-testing\",\"de\":\"https://www.shopify.com/de/blog/ab-testing-guide\",\"es\":\"https://www.shopify.com/es/blog/12542121-guia-para-principiantes-para-pruebas-a-b\",\"fr\":\"https://www.shopify.com/fr/blog/comment-augmenter-les-ventes-avec-l-a-b-testing-ou-le-split-testing\",\"it\":\"https://www.shopify.com/it/blog/test-a-b\",\"nl\":\"https://www.shopify.com/nl/blog/ab-testing-handleiding\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"AliExpress Dropshipping- How to Dropship From AliExpress\",\"url\":\"blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress\"},{\"title\":\"How To Create a Successful Affiliate Program\",\"url\":\"blog/53669701-how-to-set-up-an-affiliate-program-for-your-shopify-store\"},{\"title\":\"What Is a Subdomain? 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You might already A/B test your email subject lines or your social media posts.\u003c/p\u003e\n\u003cp\u003eDespite the fact there’s been plenty said about A/B testing in the field of marketing, many entrepreneurs stumble in practice. The result? Major business decisions based on inaccurate results from an improper test.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\u003cp\u003eA/B testing often is over simplified, especially in content written for store owners. Ahead, you’ll find everything you need to get started with different types of A/B testing for ecommerce, explained as plainly—but usefully—as possible. A/B testing can be a game changer for choosing the right product positioning, increasing conversions on a \u003ca href=\"/sg/blog/landing-page\"\u003elanding page\u003c/a\u003e, and so much more.\u003c/p\u003e\n\n\u003ch2 id=\"1\"\u003eWhat is A/B testing?\u003c/h2\u003e\n\u003cp\u003eA/B testing, also referred to as split testing or bucket testing, is the process of comparing two versions of the same web page, email, or other digital asset to determine which one performs better based on user behavior.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIt’s a useful tool for improving the performance of a marketing campaign and better understanding what converts your target audience. A/B testing allows you to answer important business questions, helps you generate more revenue from the traffic you already have, and sets the foundation for a data-informed \u003ca href=\"/sg/blog/marketing-strategies\"\u003emarketing strategy\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eHow A/B testing works\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003e\u003cstrong\u003eDefine your goal. \u003c/strong\u003e\u003c/strong\u003eEstablish your goals for the A/B test, such as \u003ca href=\"/sg/blog/calculate-conversion-rate\"\u003eincreasing conversions\u003c/a\u003e, click-through rates, or overall sales.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eChoose the element to test. \u003c/strong\u003eYou can test headlines, images, \u003ca href=\"/sg/blog/email-a-b-testing\"\u003eemail subject lines\u003c/a\u003e, \u003ca href=\"/sg/blog/what-is-a-call-to-action\"\u003ecall to actions\u003c/a\u003e (CTAs), pricing, layouts, etc.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCreate variations. \u003c/strong\u003eDevelop two versions of the element: Version A, which is the original version of your asset, or the “control.” Version B, the new version with the changes you want to test, is known as the “variant.” In the context of marketing, you show 50% of visitors Version A and 50% of visitors Version B.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRun the test. \u003c/strong\u003eExpose both groups to the same version over a predetermined period. For example, if you’re testing an ecommerce site’s homepage CTA button, you might run tests for two weeks to achieve statistically significant results.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCollect data. \u003c/strong\u003eMonitor and measure conversions, click-throughs, engagement levels, and sales across both versions.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAnalyze the results. \u003c/strong\u003eCompare the performance of Version A versus Version B to determine which more effectively meets your goal. The version with the highest conversion rate wins.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eDeclare the winner. \u003c/strong\u003eIf Version B has the highest conversion rate, declare it the winner and send 100% of visitors there. This becomes the new control, and you must design another variant for future tests.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e💡Consideration: \u003c/strong\u003eAn A/B test conversion rate can often be an imperfect measure of success.\u003c/p\u003e\n\u003cp\u003eFor example, if you price an item for $50 on one page and it’s completely free on the other, that won’t provide any truly valuable insight. As with any tool or strategy you use for your business, it has to be strategic.\u003c/p\u003e\n\u003cp\u003eThat’s why you should track the value of a conversion all the way through to the final sale.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eWhen you should A/B test\u003c/h2\u003e\n\u003cp\u003eIf you’re running a low-traffic site or a web or mobile app, A/B testing is probably not the best optimization effort for you. You will likely see a higher \u003ca href=\"/sg/blog/roi-marketing\"\u003ereturn on investment (ROI)\u003c/a\u003e from conducting user testing or talking to your customers, for example. Despite popular belief, \u003ca href=\"/sg/blog/120261189-conversion-rate-optimization\"\u003econversion rate optimization\u003c/a\u003e does not begin and end with testing.\u003c/p\u003e\n\u003cp\u003eWhy two to four weeks? Remember, you want to run tests for at least two full business cycles. Usually, that works out to two to four weeks. Now maybe you’re thinking, “No problem, I’ll run the test for longer than two to four weeks to reach the required sample size.” That won’t work either.\u003c/p\u003e\n\u003cp\u003eThe longer a test is running, the more susceptible it is to external validity threats and sample pollution. For example, visitors might delete their cookies and end up re-entering the A/B test as new visitors. Or someone could switch from their mobile phone to a desktop and see an alternate variation.\u003c/p\u003e\n\u003cp\u003eEssentially, letting your test run for too long can skew results just as much as not letting it run long enough.\u003c/p\u003e\n\u003cp\u003eTesting is worth the investment for stores that can meet the required sample size in two to four weeks. Stores that can’t should consider other forms of optimization until their \u003ca href=\"/sg/blog/how-to-increase-website-traffic\"\u003etraffic increases\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eSet up your A/B testing process\u003c/h2\u003e\n\u003ch3\u003ePrioritize A/B test ideas\u003c/h3\u003e\n\u003cp\u003eA huge list of A/B testing examples is exciting, though unhelpful for deciding what to test. Where do you start? That’s where prioritization comes in.\u003c/p\u003e\n\u003cp\u003eThere are a few common A/B testing prioritization frameworks you can use:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eICE.\u003c/strong\u003e ICE stands for \u003ca href=\"https://www.productplan.com/glossary/ice-scoring-model/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eimpact, confidence, and ease\u003c/a\u003e. Each of those factors receives a ranking of 1 to 10. For example, if you could easily run the test by yourself without help from a developer or designer, you might give ease an 8. You’re using your judgment here, and if you have more than one person running tests, rankings may become too subjective. It helps to have a set of guidelines to keep everyone objective.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePIE.\u003c/strong\u003e PIE stands for potential, importance, and ease. Again, each factor receives a 1 to 10 ranking. For example, if the test will reach 90% of your traffic, you might give importance an 8. PIE is as subjective as ICE, so guidelines can be helpful for this framework as well.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePXL.\u003c/strong\u003e PXL is the prioritization framework from \u003ca href=\"https://cxl.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eeducational platform CXL\u003c/a\u003e. It’s a little bit different and more customizable, forcing more objective decisions. Instead of three factors, you’ll find Yes/No questions and an ease-of-implementation question. For example, the framework might ask: “Is the test designed to increase motivation?” If yes, it gets a 1. If no, it gets a 0. You can learn more about this framework and \u003ca href=\"https://conversionxl.com/blog/better-way-prioritize-ab-tests/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003edownload a spreadsheet\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eOnce you have an idea of where to start, it can also help to categorize your ideas. For example, during some conversion research you could use three categories: implement, investigate, and test.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eImplement. \u003c/strong\u003eJust do it. It’s broken or obvious.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eInvestigate.\u003c/strong\u003e Requires extra thought to define the problem or narrow in on a solution.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eTest. \u003c/strong\u003eThe idea is sound and data informed. Test it!\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBetween this categorization and prioritization, you’ll be set to start A/B testing.\u003c/p\u003e\n\u003ch3\u003eDevelop a hypothesis\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003eBefore you test \u003cem\u003eanything\u003c/em\u003e, you need to have a hypothesis. For example, “If I lower what I charge for shipping, conversion rates will increase.”\u003c/p\u003e\n\u003cp\u003eDon’t worry—forming a hypothesis in this situation isn’t as complicated as it may sound. Basically, you need to test a hypothesis, not an idea. A hypothesis is measurable, aspires to solve a specific conversion problem, and focuses on insights instead of wins.\u003c/p\u003e\n\u003cp\u003eWhenever writing an hypothesis, it helps to use a formula borrowed from \u003ca href=\"https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCraig Sullivan’s Hypothesis Kit\u003c/a\u003e:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eBecause you see [insert data/feedback from research]\u003c/li\u003e\n\u003cli\u003eYou expect that [change you’re testing] will cause [impact you anticipate], and\u003c/li\u003e\n\u003cli\u003eYou’ll measure this using [data metric]\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEasy, right? All you have to do is fill in the blanks and your A/B test idea has transformed into a hypothesis.\u003c/p\u003e\n\u003ch3\u003eChoose an A/B testing tool\u003c/h3\u003e\n\u003cp\u003eNow you can start choosing an A/B testing tool or split testing service. More often than not, you’ll think of \u003ca href=\"https://www.google.com/analytics/optimize/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eGoogle Optimize\u003c/a\u003e, \u003ca href=\"https://www.optimizely.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eOptimizely\u003c/a\u003e, and \u003ca href=\"https://vwo.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eVWO\u003c/a\u003e first. All are good, safe options.\u003c/p\u003e\n\u003cp\u003eHere’s more information about those popular A/B testing tools:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eGoogle Optimize.\u003c/strong\u003e Free, save for some multivariate limitations, which shouldn’t really impact you if you’re just getting started. It works well when performing Google Analytics A/B testing, which is a plus.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOptimizely.\u003c/strong\u003e Easy to get minor tests up and running, even without technical skills. \u003ca href=\"https://www.optimizely.com/products/statistics/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eStats Engine\u003c/a\u003e makes it easier to analyze test results. Typically, Optimizely is the most expensive option of the three.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVWO.\u003c/strong\u003e VWO has \u003ca href=\"https://vwo.com/knowledge/what-is-smartstats/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eSmartStats\u003c/a\u003e to make analysis easier. Plus, it has a great WYSIWYG editor for beginners. Every VWO plan comes with heat maps, on-site surveys, form analytics, etc.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThere are also A/B testing tools in the \u003ca href=\"https://apps.shopify.com/search?q=a%2Fb%20testing\"\u003eShopify App Store\u003c/a\u003e you might find helpful.\u003c/p\u003e\n\u003cp\u003eOnce you’ve selected an A/B testing tool or split-testing software, fill out the sign-up form and follow the instructions provided. The process varies from tool to tool. Typically, though, you’ll be asked to install a snippet on your site and set goals.\u003c/p\u003e\n\u003ch3\u003eDecide how to analyze results\u003c/h3\u003e\n\u003cp\u003eIf you craft your hypothesis correctly, even a loser is a winner, because you’ll gain insights you can use for future tests and in other areas of your business. So, when you’re analyzing your test results, you need to focus on the insights, not whether the test won or lost. There’s always something to learn, always something to analyze. Don’t dismiss the losers!\u003c/p\u003e\n\u003cp\u003eThe most important thing to note here is the need for segmentation. A test might be a loser overall, but chances are it performed well with at least one audience segment.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eHere are some examples of audience segments:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eNew visitors\u003c/li\u003e\n\u003cli\u003eReturning visitors\u003c/li\u003e\n\u003cli\u003eiOS visitors\u003c/li\u003e\n\u003cli\u003eAndroid visitors\u003c/li\u003e\n\u003cli\u003eChrome visitors\u003c/li\u003e\n\u003cli\u003eSafari visitors\u003c/li\u003e\n\u003cli\u003eDesktop visitors\u003c/li\u003e\n\u003cli\u003eTablet visitors\u003c/li\u003e\n\u003cli\u003eOrganic search visitors\u003c/li\u003e\n\u003cli\u003ePaid visitors\u003c/li\u003e\n\u003cli\u003eSocial media visitors\u003c/li\u003e\n\u003cli\u003eLogged-in buyers\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYou get the idea, right?\u003c/p\u003e\n\u003cp\u003eOdds are that the hypothesis was proven right among certain segments. That tells you something as well.\u003c/p\u003e\n\u003cp\u003eAnalysis is about so much more than whether the test was a winner or a loser. Segment your data to find hidden insights below the surface.\u003c/p\u003e\n\u003cp\u003eA/B testing software won’t do this analysis for you, so this is an important skill to develop over time.\u003c/p\u003e\n\u003ch3\u003eArchive your test results\u003c/h3\u003e\n\u003cp\u003eSay you run your first test tomorrow. Two years from tomorrow, will you remember the details of that test? Not likely.\u003c/p\u003e\n\u003cp\u003eThat’s why archiving your A/B testing results is important. Without a well-maintained archive, all those insights you’re gaining will be lost. Plus, it’s very easy to test the same thing twice if you’re not archiving.\u003c/p\u003e\n\u003cp\u003eThere’s no “right” way to do this, though. You could use a tool like \u003ca href=\"https://effectiveexperiments.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eEffective Experiments\u003c/a\u003e, or you could use a simple spreadsheet. It’s really up to you, especially when you’re just getting started.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWhatever tool you use, make sure you’re keeping track of:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe tested hypothesis\u003c/li\u003e\n\u003cli\u003eScreenshots of the control and variation\u003c/li\u003e\n\u003cli\u003eWhether it won or lost\u003c/li\u003e\n\u003cli\u003eInsights gained through analysis\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAs you grow, you’ll thank yourself for keeping this archive. Not only will it help you, it will help new hires and advisers/stakeholders as well.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eA/B testing examples\u003c/h2\u003e\n\u003ch3\u003eTechnical analysis\u003c/h3\u003e\n\u003cp\u003eDoes your store load properly and quickly on every browser? On every device? You might have a shiny new smartphone, but someone somewhere is still rocking a flip phone from 2005. If your site doesn’t work properly and quickly, it definitely doesn’t convert as well as it could.\u003c/p\u003e\n\u003ch3\u003eOn-site surveys\u003c/h3\u003e\n\u003cp\u003eThese pop up as your store’s visitors browse around. For example, an on-site survey might ask visitors who have been on the same page for a while if there’s anything holding them back from making a purchase today. If so, what is it? You can use this qualitative data to improve your copy and conversion rate.\u003c/p\u003e\n\u003ch3\u003eCustomer interviews\u003c/h3\u003e\n\u003cp\u003eNothing can replace getting on the phone and talking to your customers. Why did they choose your store over competing stores? What problem were they trying to solve when they arrived on your site? There are a million questions you could ask to get to the heart of who your customers are and \u003ca href=\"/sg/blog/science-of-decision-making\"\u003ewhy they \u003cem\u003ereally \u003c/em\u003ebuy from you.\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eCustomer surveys\u003c/h3\u003e\n\u003cp\u003eCustomer surveys are full-length surveys that go out to people who have already made a purchase (as opposed to visitors). When designing a \u003ca href=\"/sg/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003ecustomer survey\u003c/a\u003e, you want to focus on: defining your customers, defining their problems, defining hesitations they had prior to purchasing, and identifying words and phrases they use to describe your store.\u003c/p\u003e\n\u003ch3\u003eAnalytics analysis\u003c/h3\u003e\n\u003cp\u003eAre your analytics tools tracking and reporting your data properly? That might sound silly, but you’d be surprised by how many analytics tools are configured incorrectly. Analytics analysis is all about figuring out how your visitors behave. For example, you might focus on the funnel: Where are your biggest \u003ca href=\"/sg/blog/conversion-funnel-leaks\"\u003econversion funnel leaks\u003c/a\u003e? In other words, where are most people dropping out of your funnel? That’s a good place to start testing.\u003c/p\u003e\n\u003ch3\u003eUser testing\u003c/h3\u003e\n\u003cp\u003eThis is where you watch real people in a paid, controlled experiment try to perform tasks on your site. For example, you might ask them to find a video game in the $40 to $60 range and add it to their cart. While they’re performing these tasks, they narrate their thoughts and actions out loud.\u003c/p\u003e\n\u003ch3\u003eSession replays\u003c/h3\u003e\n\u003cp\u003eSession replays are similar to user testing, but now you’re dealing with real people with real money and real intent to buy. You’ll watch as your actual visitors navigate your site. What do they have trouble finding? Where do they get frustrated? Where do they seem confused?\u003c/p\u003e\n\u003cp\u003eThere are additional types of research as well, but start by choosing the best A/B testing method for you. If you run through some of them, you will have a huge laundry list of data-informed ideas worth testing.\u003c/p\u003e\n\u003cp\u003e📚\u003cstrong\u003eLearn more: \u003c/strong\u003e\u003ca href=\"/sg/blog/ab-testing-examples\"\u003e7 Actionable A/B Testing Examples for Your Ecommerce Store\u003c/a\u003e\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eA/B testing processes of the pros\u003c/h2\u003e\n\u003cp\u003eNow that you’ve been through a standard A/B testing tutorial, let’s take a look at the exact processes of pros.\u003c/p\u003e\n\u003ch3\u003eKrista Seiden, KS Digital\u003c/h3\u003e\n\u003cp\u003eMy step-by-step process for web and app A/B testing starts with analysis—in my opinion, this is the core of any good testing program. In the analysis stage, the goal is to examine your analytics data, survey or UX data, or any other sources of customer insight you might have in order to understand where your opportunities for optimization are.\u003c/p\u003e\n\u003cp\u003eOnce you have a good pipeline of ideas from the analysis stage, you can move on to hypothesize what might be going wrong and how you could potentially fix or improve these areas of optimization.\u003c/p\u003e\n\u003cp\u003eNext, it’s time to build and run your tests. Be sure to run them for a reasonable amount of time (I default to two weeks to ensure I’m accounting for week-over-week changes or anomalies), and when you have enough data, analyze your results to determine your winner.\u003c/p\u003e\n\u003cp\u003eIt’s also important to take some time in this stage to analyze the losers as well—what can you learn from these variations?\u003c/p\u003e\n\u003cp\u003eFinally, and you may only reach this stage once you’ve spent time laying the groundwork for a solid optimization program, it’s time to look into personalization. This doesn’t necessarily require a fancy tool set, but rather can come out of the data you have about your users.\u003c/p\u003e\n\u003cp\u003eMarketing personalization can be as easy as targeting the right content to the right locations or as complex as targeting based on individual user actions. Don’t jump in all at once on the \u003ca href=\"/sg/blog/ecommerce-marketing-personalization\"\u003epersonalization\u003c/a\u003e bit though. Be sure you spend enough time to get the basics right first.\u003c/p\u003e\n\u003ch3\u003eAlex Birkett, Omniscient Digital\u003c/h3\u003e\n\u003cp\u003eAt a high level, I try to follow this process:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCollect data and make sure analytics implementations are accurate.\u003c/li\u003e\n\u003cli\u003eAnalyze data and find insights.\u003c/li\u003e\n\u003cli\u003eTurn insights into hypotheses.\u003c/li\u003e\n\u003cli\u003ePrioritize based on impact and ease, and maximize allocation of resources (especially technical resources).\u003c/li\u003e\n\u003cli\u003eRun a test (following statistics best practices to the best of my knowledge and ability).\u003c/li\u003e\n\u003cli\u003eAnalyze results and implement or not according to the results.\u003c/li\u003e\n\u003cli\u003eIterate based on findings, and repeat.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003ePut more simply: research, test, analyze, repeat.\u003c/p\u003e\n\u003cp\u003eWhile this process can deviate or change based on what the context is (Am I testing a business-critical product feature? A blog post CTA? What’s the risk profile and balance of innovation versus risk mitigation?), it’s pretty applicable to any size or type of company.\u003c/p\u003e\n\u003cp\u003eThe point is this process is agile, but it also collects enough data, both \u003ca href=\"https://www.hubspot.com/customer-feedback\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003equalitative customer feedback\u003c/a\u003e and quantitative analytics, to be able to come up with better test ideas and better prioritize them so you can \u003ca href=\"/sg/blog/how-to-increase-website-traffic\"\u003edrive traffic to your online store\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003eTon Wesseling, Online Dialogue\u003c/h3\u003e\n\u003cp\u003eThe first question we always answer when we want to optimize a customer journey is: Where does this product or service fit on the ROAR model we created at Online Dialogue? Are you still in the risk phase, where we could do lots of research but can’t validate our findings through A/B test online experiments (below 1,000 conversions per month), or are you in the optimization phase? Or even above?\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eRisk phase:\u003c/strong\u003e Lots of research, which will be translated into anything from a business model pivot to a whole new design and value proposition.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOptimization phase:\u003c/strong\u003e Large experiments that will optimize the value proposition and the business model, as well as small experiments to validate user behavior hypotheses, which will build up knowledge for larger design changes.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAutomation:\u003c/strong\u003e You still have experimentation power (visitors) left, meaning your full test potential is not needed to validate your user journey. What’s left should be used to exploit, to grow faster now (without focus on long-term learnings). This could be automated by running bandits/using algorithms.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRe-think:\u003c/strong\u003e You stop adding lots of research, unless it’s a pivot to something new.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cbr\u003e\n\u003cp\u003eSo web or app A/B testing is only a big thing in the optimization phase of ROAR and beyond (until re-think).\u003c/p\u003e\n\u003cp\u003eOur approach to running experiments is the FACT \u0026amp; ACT model:\u003c/p\u003e\n\u003cp\u003eThe research we do is based on our 5V Model:\u003c/p\u003e\n\u003cp\u003eWe gather all these insights to come up with a main research-backed hypothesis, which will lead to sub-hypotheses that will be prioritized based on the data gathered through either desktop or mobile A/B testing. The higher the chance of the hypothesis being true, the higher it will be ranked.\u003c/p\u003e\n\u003cp\u003eOnce we learn if our hypothesis is true or false, we can start combining learnings and take bigger steps by redesigning/realigning larger parts of the customer journey. However, at some point, all winning implementations will lead to a local maximum. Then you need to take a bigger step to be able to reach a potential global maximum.\u003c/p\u003e\n\u003cp\u003eAnd, of course, the main learnings will be spread throughout the company, which leads to all sorts of broader optimization and innovation based on your validated first-party insights.\u003c/p\u003e\n\u003cp\u003eAre you marketing to an international audience? Learn how to make that process easy with \u003ca href=\"/sg/partners/blog/pseudo-localization\"\u003epseudo-localization\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003eJulia Starostenko, Pinterest\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003eThe purpose of an experiment is to validate that making changes to an existing webpage will have a positive impact on the business.\u003c/p\u003e\n\u003cp\u003eBefore getting started, it’s important to determine if running an experiment is truly necessary. Consider the following scenario: There is a button with an extremely low click rate. It would be near impossible to decrease the performance of this button. Validating the effectiveness of a proposed change to the button (i.e., running an experiment) is therefore not necessary.\u003c/p\u003e\n\u003cp\u003eSimilarly, if the proposed change to the button is small, it probably isn’t worth spending the time setting up, executing, and tearing down an experiment. In this case, the changes should just be rolled out to everyone and performance of the button can be monitored.\u003c/p\u003e\n\u003cp\u003eIf it is determined that running an experiment would in fact be beneficial, the next step is to define the business metrics that should be improved (e.g., increase the conversion rate of a button). Then we ensure that proper data collection is in place.\u003c/p\u003e\n\u003cp\u003eOnce this is complete, the audience is randomly run, split testing between two groups: one group is shown the existing version of the button while the other group gets the new version. The conversion rate of each audience is monitored, and once statistical significance is reached, the results of the experiment are determined.\u003c/p\u003e\n\u003ch3\u003ePeep Laja, CXL\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003eA/B testing is a part of a bigger conversion optimization picture. In my opinion, it’s 80% about the research and only 20% about testing. Conversion research will help you determine what to test to begin with.\u003c/p\u003e\n\u003cp\u003eMy process typically looks like this (a simplified summary):\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003eConduct conversion research using a framework like ResearchXL to identify issues on your site.\u003c/li\u003e\n\u003cli\u003ePick a high priority issue (one that affects a large portion of users and is a severe issue), and brainstorm as many solutions to this problem as you can. Inform your ideation process with your conversion research insights. Determine which device you want to run the test on (you need to run mobile A/B testing separate from desktop).\u003c/li\u003e\n\u003cli\u003eDetermine how many variations you can test (based on your traffic/transaction level), and then pick your best one to two ideas for a solution to test against control.\u003c/li\u003e\n\u003cli\u003eWireframe the exact treatments (write the copy, make the design changes, etc). Depending on the scope of changes, you might also need to include a designer to design new elements.\u003c/li\u003e\n\u003cli\u003eHave your front-end developer implement the treatments in your testing tool. Set up necessary integrations (Google Analytics) and set appropriate goals.\u003c/li\u003e\n\u003cli\u003eConduct QA on the test (broken tests are by far the biggest A/B testing killer) to make sure it works with every browser/device combo.\u003c/li\u003e\n\u003cli\u003eLaunch the test!\u003c/li\u003e\n\u003cli\u003eOnce the \u003ca href=\"https://conversionxl.com/blog/stopping-ab-tests-how-many-conversions-do-i-need/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003etest is done\u003c/a\u003e, conduct post-test analysis.\u003c/li\u003e\n\u003cli\u003eDepending on the outcome, either implement the winner, iterate on the treatments, or go and test something else.\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch2 id=\"7\"\u003eCommon mistakes in A/B testing\u003c/h2\u003e\n\u003ch3\u003eTesting too many variables simultaneously\u003c/h3\u003e\n\u003cp\u003eWhen you compare two variables at once, you might not be able to determine which change caused the effect.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eSay you want to optimize a \u003ca href=\"/sg/blog/landing-page\"\u003elanding page\u003c/a\u003e. Rather than just testing a headline, you test:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCall-to-action text\u003c/li\u003e\n\u003cli\u003eCTA button color\u0026nbsp;\u003c/li\u003e\n\u003cli\u003eHeader images\u003c/li\u003e\n\u003cli\u003eHeadlines\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eConversion rates go up, but you can’t pinpoint what change was responsible. If you test one variable at a time, you could isolate the impact of each change and get more accurate results.\u003c/p\u003e\n\u003cp\u003e💡\u003cstrong\u003eConsideration: \u003c/strong\u003eMultivariate testing is an option if you want to understanding how multiple variables interact with each other. But to run a multivariate test, you need more traffic and an already well-optimized page to make incremental improvements on. The process is much more complex than running an A/B test.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eInsufficient sample size\u003c/h3\u003e\n\u003cp\u003eThe reliability of your A/B test results depends on the sample size used. Small samples can cause false positives and negatives, making it difficult to conclude if the differences are the result of your changes or random chance.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eImagine you are testing two versions of a product page to see which one leads to higher purchase rates. You split the traffic but only end up with 100 visitors to Version A and 100 visitors to Version B.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIf Version A has a 6% conversion rate, and Version B has a 5% conversion rate, you may think Version A is better. But, with only 100 visitors per version, it’s not statistically significant. It’s possible that if you tested with more visitors, the results might have been different.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe best way to determine a healthy sample size is with a \u003ca href=\"https://www.qualtrics.com/blog/calculating-sample-size/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003esample size calculator\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eShort testing durations\u003c/h3\u003e\n\u003cp\u003eRun your A/B test for at least one, ideally two, full business cycles. Don’t stop your test just because you’ve reached significance. You’ll also need to meet your predetermined sample size. Finally, don’t forget to run all tests in full-week increments.\u003c/p\u003e\n\u003cp\u003eWhy two full business cycles? For starters, two cycles helps you account for:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e“I need to think about it” buyers.\u003c/li\u003e\n\u003cli\u003eDifferent traffic sources (Facebook, email newsletter, organic search, etc.)\u003c/li\u003e\n\u003cli\u003eAnomalies. For example, your Friday email newsletter.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eTwo business cycles are generally enough time to get valuable insight into the user behavior of your target audience.\u003c/p\u003e\n\u003cp\u003eIf you’ve used any sort of A/B test landing page testing tool, you’re likely familiar with the little green “Statistically Significant” icon.\u003c/p\u003e\n\u003cp\u003eFor many, unfortunately, that’s the universal sign for “the test is cooked, call it.” As you’ll learn below, just because A/B test statistical significance has been reached, that doesn’t mean you should stop the test.\u003c/p\u003e\n\u003ch3\u003eOverlooking user segmentation\u003c/h3\u003e\n\u003cp\u003eIf you don’t consider different user segments, you’ll get generalized results that may not apply to everyone.\u003c/p\u003e\n\u003cp\u003eIt’s helpful to segment users by demographics, behavior, or other relevant factors. What works for new users might not work for returning users. If you don’t segment, you’ll alienate key user groups and jeopardize the integrity of your test.\u003c/p\u003e\n\u003ch2\u003eOptimize A/B testing for your business\u003c/h2\u003e\n\u003cp\u003eYou have the process, you have the power! So, get out there, get the best A/B testing software, and start testing your store. Before you know it, those insights will add up to more money in the bank.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIf you want to continue learning about optimization, consider taking a free course, such as \u003ca href=\"https://www.udacity.com/course/ab-testing--ud257\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eUdacity’s A/B testing by Google\u003c/a\u003e. You can learn more about web and mobile app A/B testing to boost your optimization skill set.\u003c/p\u003e\n\u003ccenter\u003e\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/sObU5W7qbTs?si=mT7WbTTjPbTMNGgt\" class=\"absolute inset-0 w-full h-full\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/center\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress\"\u003eAliExpress Dropshipping- How to Dropship From AliExpress\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/53669701-how-to-set-up-an-affiliate-program-for-your-shopify-store\"\u003eHow To Create a Successful Affiliate Program\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/what-is-a-subdomain\"\u003eWhat Is a Subdomain? A Complete Guide\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/online-business-ideas\"\u003e25+ Ideas for Online Businesses To Start Now (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/best-ecommerce-platforms\"\u003eThe 12 Best Ecommerce Platforms for 2024\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/shipping-policy\"\u003eHow to Create Your Shipping Policy (With a Template and Examples)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/product-page\"\u003eProduct Pages: 16 Beautiful Product Landing Page Examples (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/swot-analysis\"\u003eHow to Do a SWOT Analysis + Examples and Template\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/15006249-warning-are-these-four-ecommerce-conversion-killers-hurting-your-sales\"\u003e4 Ecommerce Conversion Killers Hurting Your Sales\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/77459845-7-must-have-shopify-apps-for-the-era-of-conversational-commerce\"\u003e6 Must-Have Shopify Apps for the Era of Conversational Commerce\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"8\"\u003eA/B testing FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is A/B testing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAt the most basic level, A/B testing is testing two versions of something to see which performs better. You can A/B test a variety of things related to your business, including social media posts, content, email, and product pages.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat’s an example of A/B testing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAn example of A/B testing would be running paid traffic to two slightly different product pages to see which page has the highest conversion rate. To ensure your A/B tests can provide valuable insight, it’s recommended that you have traffic of more than 5,000 visitors to a given page.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhy do people use A/B testing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA/B testing lets people test two versions of a webpage, app, or marketing campaign by showing different versions to different segments of users simultaneously. It helps them determine which version gets more conversions, engagement, or sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is an example of A/B testing on social media?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAn example of A/B on social media could be testing Instagram ad effectiveness. For example, you’d make two versions of an ad, each with different media, and then analyze which version gets more click-throughs and sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"What is A/B testing?"},{"href":"#2","text":"How A/B testing works"},{"href":"#3","text":"When you should A/B test"},{"href":"#4","text":"Set up your A/B testing process"},{"href":"#5","text":"A/B testing examples"},{"href":"#6","text":"A/B testing process of the pros"},{"href":"#7","text":"Common mistakes in A/B testing"},{"href":"#8","text":"A/B testing FAQ"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - 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(No math required!)","cta":"Get your free templates","modal_headline":"Get your Inventory Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"keyword_research_template":{"heading":"Free keyword research template","content":"Use this free keyword research template to unlock opportunities and manage your SEO strategy. Drive targeted traffic to your website by tracking search volume, ranking difficulty, user intent, and content ideas.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"marketing_plan":{"heading":"Free Marketing Plan Template","content":"Create a detailed marketing plan that gets results. Our template helps you design strategies and actions to effectively reach your audience.","cta":"Download template","modal_headline":"Get your marketing plan template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"marketing_proposal":{"heading":"Free Marketing Proposal Template","content":"Impress with a professional marketing proposal. This free template provides a clear structure and essential elements to help you create compelling proposals.","cta":"Download template","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"okr_template":{"heading":"Free OKR Template","content":"Align your team and boost performance. This simple template helps you set clear objectives and track key results for measurable success.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"one_pager":{"heading":"Free One Pager Template","content":"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing Checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.","cta":"Get the free reading list","modal_headline":"Get our Conversion Optimization reading list delivered right to your inbox."},"packaging_calculator":{"heading":"Calculate your packaging costs","content":"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","cta":"Download calculator","modal_headline":"Get the calculator delivered right to your inbox."},"packing_slip":{"heading":"Free Packing Slip Template","content":"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","cta":"Get the template now","modal_headline":"Get the packing slip template delivered right to your inbox."},"parentpreneur":{"heading":"Playbook for the Aspiring Parentpreneur","content":"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","cta":"Download now","modal_headline":"Check your inbox for your copy of the Parentpreneur Playbook."},"persona_template":{"heading":"Free User Persona Template","content":"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"phonecases":{"heading":"Get a Free Phone Case Business in a Box","content":"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","cta":"Download startup bundle","modal_headline":"Get our startup bundle delivered right to your inbox."},"photobrief":{"heading":"Get perfect product photography","content":"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"photochecklist":{"heading":"All the images your store needs","content":"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","cta":"Download shot list","modal_headline":"Get the shot list delivered right to your inbox."},"photographer_checklist":{"heading":"Make your next photo shoot a success","content":"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","cta":"Download checklist","modal_headline":"Get the checklist delivered right to your inbox."},"photography":{"heading":"Free Guide: DIY Product Photography","content":"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","cta":"Get your free guide","modal_headline":"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox."},"popup_guide":{"heading":"Pop-Up Shop Quickstart Guide","content":"Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","cta":"Get your free guide","modal_headline":"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pp_template":{"heading":"Free PowerPoint Template","content":"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","cta":"Get the template now","modal_headline":"Get the press release template delivered right to your inbox."},"problem_statement":{"heading":"Free Problem Statement Template","content":"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"process_map":{"heading":"Free Process Mapping Template","content":"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","cta":"Get the free guide","modal_headline":"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox."},"product_vision":{"heading":"Free Product Vision Template","content":"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"profit_loss":{"heading":"Free Profit and Loss Statement Template","content":"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","cta":"Get your free guide","modal_headline":"Get your free Retail Marketing Success PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"retention_audit":{"heading":"Free Download: Retention Audit Checklist","content":"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","cta":"Get your free checklist","modal_headline":"Get this free Retention Audit Checklist PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rfp_template":{"heading":"Free RFP Template","content":"Make writing requests for proposals easier and faster with our free RFP template.","cta":"Get the template now","modal_headline":"Get the RFP template delivered right to your inbox."},"root_cause":{"heading":"Free Root Cause Analysis Template","content":"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rotating_schedules":{"heading":"Free Download: Rotating Schedules Templates","content":"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. 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Our template maps out each stage, so you never miss an opportunity.","cta":"Download template","modal_headline":"Get this free sales funnel template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_plan_template":{"heading":"Free Sales Planning Template","content":"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","cta":"Get the template now","modal_headline":"Get this free sales planning template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"scope_template":{"heading":"Free Scope of Work Template","content":"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"seo":{"heading":"Free Download: SEO Checklist","content":"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","cta":"Get the free checklist","modal_headline":"Get our SEO Checklist delivered right to your inbox."},"services_price":{"heading":"Your Time is Valuable, so Price it Right","content":"Ensure your business is profitable with this easy-to-use pricing calculator. 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In the meantime, start building your store with a free trial of Shopify."},"social":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get your social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_media_kit":{"heading":"Free Social Media Toolkit","content":"Boost your engagement and grow your audience with this free toolkit. Get templates, best practices, and tips to help you create compelling content that engages and converts.","cta":"Download now","modal_headline":"Get your social media strategy toolkit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your toolkit copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_template":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sop_template":{"heading":"Free SOP Template","content":"Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"store_layouts":{"heading":"Free Download: Store Layout Templates","content":"Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"swot":{"heading":"Free: SWOT Analysis Template","content":"Get your free SWOT Analysis Template. Use this free PDF to future-proof your business by identifying your strengths, weaknesses, opportunities, and threats.","cta":"Get the template now","modal_headline":"Get the SWOT analysis template delivered right to your inbox."},"tax_season":{"heading":"Free Download: 6 Steps to Get Your Business Ready for Tax Season","content":"Tax season is stressful for any business owner. This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"trust":{"heading":"Free: Shopify Store Trust Checklist","content":"Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.","cta":"Get the checklist now","modal_headline":"Get the checklist delivered right to your inbox."},"tshirt_guide":{"heading":"Your Complete Guide To Starting a T-Shirt Business","content":"Turn your passion for fashion into a thriving business. 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In the meantime, start building your store with a free trial of Shopify."},"value_chain":{"heading":"Free Value Chain Template","content":"Explore your business activities and discover new ways to lower costs and improve quality. This template helps you analyze each step for better performance.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_prop_template":{"heading":"Free Value Proposition Template","content":"Share what makes your brand stand out. Convince customers to consider, click, and buy. Our template makes it easy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. 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