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Different Types of Shopify A/B Test and 5 Awesome Tools to Use in 2022

The digital data landscape has evolved. The digital revolution provides companies with a lot of data you can analyze to make decisions. These decisions are based on the data, and their analysis help companies proceed with their growth and other goals. 

In this data-driven world, one of the most common tools to make informed and analytical decisions are A/B testing. This blog explains what A/B testing is, different A/B testing approaches you can take on the Shopify platform, and what are some excellent A/B testing tools for your business. 

What is A/B Testing

A/B testing, formally known as split testing, compares two distinctive versions of any digital asset (e.g., website, apps, webpages, etc.). The A/B testing tools help businesses decide which one’s performing better than the other. 

The primary focus of A/B testing is to determine which version is performing better. This method can help businesses find answers to crucial strategies and questions to streamline their processes. You can use the results generated from A/B testing for your every marketing strategy. 

A/B Testing for Your Shopify Store 

Even though conversion rate and company revenue are the most important factors for your growth, copying a competitor’s move for desired results is often not enough to achieve these goals.

As an e-commerce business, having a mediocre standard website on Shopify will get you nothing. Instead, you should evaluate areas like marketing campaigns, webpage layout, etc., at their true potential. 

A/B testing is a great tool to make data-driven decisions for growing your Shopify store. Unfortunately, ecommerce businesses often depend on guesswork and anticipation when building strategies. Luckily, A/B testing tools can provide factual and real-time data to analyze which version of digital assets attracts the audience better. 

Every element on a website plays a role in encouraging the visitors to take a specific course of action. This significantly influences the conversion metrics. 

You can run an A/B test on your website popups to improve the overall CTA copy. For example, the email newsletter popup says “Subscribe Us,” which sounds bland. The variant of this element could use more engaging wording like “Join Us Today.” 

As reported, 55% of marketing experts use A/B testing tools to boost the conversion rate. So, A/B testing allows you to quickly determine which version leads to more conversion rate and better engagement. 

Two Types of A/B Testing for Shopify 

The ultimate purpose of every online business is to deliver a better customer experience. Therefore, there is no better tool for that other than A/B testing tools. Ideally, running a split test for two versions of something can help you see which one to keep. However, two types of A/B testing can do wonders for your Shopify store.  

1. Split URL Testing 

Do not confuse split URL testing with the A/B testing (split testing). Split URL testing is a systematic approach to optimize the performance of your website. You can improve your website’s performance by testing different variations hosted on multiple URLs. This method aims to identify technical errors and adjustments in the existing front-end development of a site. 

2. Multivariate Testing 

Another systematic process to improve the online presence of your Shopify store is Multivariate Testing (MVT). Split URL testing and Multivariate testing aim to resolve the same technical issue. However, the process is different. 

Multivariate testing evaluates multiple web pages to decide which combination of variables can deliver a satisfactory result. This is a complex process compared to the split URL and is often used in streamlining website structure, online marketing, and product development. 

Different Digital Elements for A/B Testing

Read on to explore different types of digital elements that can be A/B tested. 

Product Placement 

Even though you have displayed your products and services upfront on your website, they might not have the visibility and engagement you think they have. For example, if your Shopify store is overstuffed with content, it can be challenging for the audience to notice your products. So instead, split test the current position of your product with the other placement ideas and compare which one generates a better outcome. 


The CTA is a make-or-break element that can turn a mere curiosity into profitable business sales. It transitions a visitor into a customer. Yet, the CTAs are the most underutilized marketing tool. While it generally seems like a small button or line of text, it can contribute hugely to your conversion rate. 

You can leverage A/B testing tools to execute similar CTAs that convey the same purpose differently. You can use the following types of CTAs for A/B testing: 

  • Discount codes
  • Newsletter Opt-in
  • Learn more
  • Contact us 
  • Click-throughs

Technical Analysis

Nothing can drive away a potential customer from your Shopify store than an online site taking too long to load. You can create two variations of a webpage and perform an A/B test on them to determine which one’s more responsive and faster. 

5 Awesome A/B Testing Tools to Use 

  1. Google Optimize
  2. Optimizely 
  3. HubSpot A/B Testing Kit
  4. VWO
  5. Omniconvert

Every Shopify store has a different objective and targeted audience. So, there’s no unified formula for optimizing the website to deliver a better user experience. To decide which website design, content collection, webpage layout, and CTAs will work best for your Shopify store, it’s essential to understand and acknowledge the needs and preferences of your set audience. To help you do this, here are the five best A/B testing tools.

1. Google Optimize 

Is there anything that the tech giant Google can’t help us with? Google Optimize, designed by the Google Marketing Platform, can help marketers make considerable strides in the marketing industry. It’s one of the most sought-after data collecting and analytical A/B testing tool. 

Key Features 

  • Hypothesis experiment tests
  • A/B testing 
  • Multivariate testing 
  • HTML, Visual, and JavaScript code editor 
  • Server-side experiemnt 
  • Customization   

Google Optimize offers a variety of ways to conduct A/B testing. As a result, this tool can be a go-to solution for people with less technical knowledge. 

2. Optimizely 

Creating a seamless online experience is key to a successful business. Luckily, Optimizely is a perfect tool for it. Optimizely can unleash the true potential of your Shopify store with its detailed experimentation, data-driven analytics, and constant ideation. 

Key Features

  • Web A/B testing 
  • Personalization and targeting campaigns 
  • Visual editor
  • CDN A/B testing
  • Program and content management 
  • Track timelines through an integrated calendar 
  • Schedule automated experiments 

This online A/B testing tool is a powerful tool for web optimization that allows you to create different variations of web elements (such as. images, buttons, content, and much more.) You can also conduct site performance analysis to improve loading speed and responsiveness. 

3. HubSpot A/B Testing Kit 

The HubSpot A/B testing kit is a one-size-fits-all solution for every online business. The A/B testing experiments in this tool can help you drive more engagement and organic traffic to your Shopify Store. In addition, it provides sets of tools to perform minor to biggest tweaks to your online website. 

  • A/B testing
  • Lead management 
  • Marketing and testing automation 
  • Email marketing 
  • CRM

HubSpot A/B testing tool enables marketers to run A/B tests on any web page. It offers various experimentation techniques, allowing you to play with different variables of one element in several ways, including A/B, split URL, multivariate, experimental, and redirect tests. 

4. VWO 

Unliked other A/B testing tools, VWO provides a complete suite of CRO and CRM tools. It is considered a comprehensive testing tool for A/B, split URL, multivariate, and redirecting tests, along with a visual editor and AI-based target. It’s a perfect tool for testing out and adjusting digital variables like buttons, content placement, product structure, etc. 

  • A/B testing
  • Visual editor
  • Asynchronous coding
  • Split, Multivariate, and redirect tests
  • Behavioral segmentation 

VWO features behavioral segmentation designed on Artificial Intelligence and Machine Learning that puts you in a position to reach customers who are most likely to convert. 

5. Omniconvert

Omniconvert is among the best and most effective A/B testing tools. It offers tools for A/B testing, personalization, segmentation, web optimization, and conversion rate. In addition, the unlimited JS and CSS visual editor gives you complete control over your experiments and variations. 

  • A/B testing
  • Stacked testing 
  • Overlays and pop-ups
  • CDN bypass
  • Experimentation debugger

The features of Omniconvert can transform your Shopify store to be more customer-centric. The stacked testing feature positions the winning variation from A/B testing to default, allowing you to conduct more tests to ensure you achieve your desired results. 

Final Verdict 

This article has covered two types of A/B testing most likely to optimize your website. Moreover, the A/B testing tools described here are some of the best and most effective. Each offers site optimization features so you can make decisions based on real-time data.