Nic Dunn, CEO, Charle Agency
What Is A/B Testing?
A/B testing, also known as split testing, is a method used to compare two or more variations of a webpage or element to determine which one performs better. You show different versions to different segments of your audience and measure which variation achieves your goal more effectively, whether that's more conversions, higher average order value, or better engagement.
For Shopify stores, A/B testing allows you to test everything from product page layouts and pricing to checkout flows and promotional banners. Rather than guessing what might work, you let real customer behavior guide your decisions. The result is a store that's continuously optimized based on actual data, not assumptions.
Why A/B Testing Matters for Shopify
A/B testing on Shopify focuses on improving your conversion rate, which measures the percentage of visitors who take a desired action such as making a purchase. By testing various elements like product pages, pricing, content, and checkout processes, you can boost conversion rates and increase revenue without spending more on traffic.
Many A/B testing tools for Shopify are designed with ease of use in mind, making them accessible to both beginners and experienced optimizers. Even those without coding knowledge can set up and run tests, while developers can dig deeper to make more advanced adjustments.
A/B testing is driven by clear goals. Whether it's increasing the click-through rate on product pages or improving the user experience of your checkout process, setting precise goals is the first step toward successful testing. Most platforms provide dashboards that offer real-time insights into ongoing tests, displaying key metrics to help you monitor progress and make informed decisions.
While A/B testing requires an investment, the potential return is significant. The benefits of improved conversion rates and increased revenue often outweigh the costs of A/B testing tools. Most providers offer a variety of plans to cater to different business sizes and budgets.
Best A/B Testing Tools for Shopify (2026)
Choosing the right A/B testing tool depends on your store size, budget, technical expertise, and what you want to test. Below are the best options available for Shopify merchants in 2026, from Shopify-native apps to enterprise platforms.
1. Shoplift
Shoplift is our top pick for Shopify A/B testing. Built specifically for Shopify, it integrates directly with your theme editor so you can create test variations without leaving the Shopify admin. This native approach means faster setup and no impact on site speed.
What sets Shoplift apart is Lift Assist, which analyzes millions of shopper interactions to automatically generate high-converting test variations. Once a winner is identified, you can implement it with one click. The platform includes a variety of pre-built sections you can test on your theme immediately.
Pricing: From $74/month based on monthly unique visitors. 14-day free trial available.
Best for: Shopify merchants who want native theme editor integration and AI-powered test suggestions.
2. Intelligems
Intelligems has become one of the most popular A/B testing apps for Shopify, particularly for merchants focused on profit optimization. It allows you to test product prices, shipping rates, discounts, and content to find the combinations that maximize both conversion and margin.
The platform offers robust segmentation, letting you run precise experiments for different customer groups. You can also create personalized campaign links that apply discounts automatically at checkout without needing discount codes. The analytics dashboard tracks key metrics including cost of goods sold (COGS) for true profit insights.
Pricing: From $49/month. Multiple tiers available for content testing and profit optimization.
Best for: Brands focused on price testing and profit optimization, not just conversion rate.
3. Visually
Visually is an AI-powered A/B testing and personalization platform designed for full-funnel optimization. It lets you test across every stage of the shopper journey, from homepage and product pages through to cart, checkout, and post-purchase upsells.
The no-code visual editor makes it easy to create tests in minutes, and the platform uses AI to generate and optimize variations. Visually connects to your Shopify catalog and behavior signals to deliver personalized experiences. The architecture is built for page speed with zero flickering.
Pricing: Free plan available. Paid plans based on usage.
Best for: Merchants wanting full-funnel A/B testing with AI-powered personalization.
4. VWO (Visual Website Optimizer)
VWO is a powerful A/B testing platform that integrates seamlessly with Shopify. It offers a visual editor that simplifies creating experiments and variations, plus advanced features like heatmaps and session recordings to gain deeper insights into user behavior.
VWO also offers split URL testing, which is particularly useful for testing entirely different page designs. The platform suits mid-level to enterprise-level Shopify optimization teams who need robust analytics and reporting alongside their testing capabilities.
Pricing: Custom pricing based on requirements. Free trial available.
Best for: Teams who want A/B testing combined with heatmaps and session recordings.
5. Convert Experiences
Convert Experiences offers a comprehensive A/B testing and personalization solution for Shopify. Its visual editor simplifies experiment creation, while robust segmentation and targeting options allow you to tailor experiments to specific audience segments.
Convert integrates smoothly with Shopify, making it easy to set up and manage experiments. The platform is particularly popular with CRO agencies and mid-market brands who need flexibility without enterprise-level complexity.
Pricing: From $99/month. Plans scale with traffic.
Best for: Agencies and mid-market brands wanting robust testing with strong support.
6. AB Tasty
AB Tasty is a user-friendly A/B testing and personalization platform designed to enhance the user experience on your Shopify store. It offers A/B tests, multivariate tests, and personalization campaigns through an intuitive visual editor.
The platform provides in-depth reporting to assess the impact of your experiments. AB Tasty works well for brands that want to combine testing with personalization to deliver tailored experiences to different customer segments.
Pricing: Custom pricing based on traffic and features.
Best for: Brands wanting combined A/B testing and personalization capabilities.
7. Optimizely
Optimizely is a renowned A/B testing platform that provides a user-friendly interface and a wide range of features. You can create experiments without coding skills, testing elements such as headlines, images, buttons, pricing, and entire page layouts.
The platform offers detailed reports and analytics, including statistical significance calculations to help you make confident decisions. Optimizely also supports multivariate testing for more complex experiments. It's best suited for enterprise teams with mature optimization programs.
Pricing: Custom enterprise pricing.
Best for: Enterprise brands with dedicated optimization teams and larger budgets.
8. Crazy Egg
Crazy Egg excels at visualizing user behavior through heatmaps and session recordings. While not a traditional A/B testing tool, it includes A/B testing capabilities and provides valuable insights into how users interact with your store.
These insights can complement your A/B testing efforts by helping you identify which areas of your site may benefit from testing. Crazy Egg is particularly useful as an entry point for stores new to optimization.
Pricing: From $29/month. Advanced features from $249/month.
Best for: Stores wanting heatmaps and session recordings alongside basic A/B testing.
9. Dynamic Yield
Dynamic Yield is a powerful A/B testing and personalization platform that integrates with Shopify. It uses real-time data and machine learning algorithms to personalize experiences based on user behavior and preferences.
You can create and manage A/B tests across product recommendations, homepage layouts, and promotional banners. Dynamic Yield's analytics provide deep insights into test performance, and its AI capabilities help deliver highly tailored experiences that drive conversions and loyalty.
Pricing: Custom enterprise pricing.
Best for: Enterprise brands wanting AI-powered personalization alongside A/B testing.
What to Test on Your Shopify Store
Knowing what to test is just as important as choosing the right tool. Here are the highest-impact areas to focus your A/B testing efforts:
Product pages: Test different layouts, image sizes, product descriptions, and the placement of add-to-cart buttons. Small changes here can significantly impact conversion rates.
Pricing and offers: Test different price points, discount structures, and free shipping thresholds. Tools like Intelligems are specifically designed for this type of profit-focused testing.
Homepage: Test hero banners, featured product sections, and navigation layouts to see what drives more engagement and clicks through to product pages.
Checkout: If you're on Shopify Plus, you can test checkout customizations. For all merchants, test the journey leading to checkout, including cart page layouts and trust signals.
Collection pages: Test product grid layouts, filter options, and sorting defaults to help customers find products faster.
A/B Testing Best Practices
Run tests long enough: It's generally recommended to run tests for at least two weeks to account for variations in daily and weekly traffic patterns. Most tools provide statistical significance indicators to help you know when results are reliable.
Test one thing at a time: While you can run multiple tests simultaneously, each test should focus on a single variable. This ensures you know exactly what caused any change in performance.
Have enough traffic: A/B testing requires sufficient traffic to produce meaningful results. If your store has low traffic, focus on bigger changes that are more likely to show measurable differences.
Document everything: Keep records of what you test, the hypothesis behind each test, and the results. This builds institutional knowledge and helps you learn from both wins and losses.
Keep testing: A/B testing is an ongoing process of continuous optimization. Even after finding a winner, there's always room for improvement. Customer expectations change, and your store should evolve with them.
Conclusion
A/B testing is essential for optimizing your Shopify store's performance and increasing conversions. The right tool depends on your specific needs: Shoplift and Intelligems offer excellent Shopify-native experiences, while VWO and Optimizely provide enterprise-grade capabilities.
Whether you're a small store just getting started or a large brand with a dedicated optimization team, the tools in this guide offer features to help you make data-driven decisions. For merchants with bespoke requirements, Charle offers custom app development to build solutions that fit your exact needs.
Remember that A/B testing isn't just about conversion rates. It's about understanding customer behavior, refining your strategy, and optimizing every part of your ecommerce experience. With the right tools and approach, you can make informed decisions that drive real growth.
