A/B Testing Your E-Commerce Website: What to Test First

A/B testing removes guesswork from website optimisation. Test one element at a time and let the data decide.

Highest-Impact Tests

1. Call to action buttons: Text, colour, size, and placement
2. Product page layout: Image size, description placement, review position
3. Checkout flow: Number of steps, guest checkout, form fields
4. Pricing display: Strike-through pricing, bundle savings
5. Trust signals: Review placement, security badges, returns policy prominence

Testing Rules

• Test one element at a time
• Run tests until statistically significant
• Do not end tests early even if results look clear
• Document every test and result for future reference

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