How A/B tests can help you build a strong conversion funnel for your Shopify eCommerce store

How A/B tests can help you build a strong conversion funnel for your Shopify eCommerce store

The base to a successful eCommerce is a well-managed sales funnel. It especially fits the stores whose growth depends on converting site visitors to committed buyers. The eCommerce sales funnel has become the quickest option to get more sales in the last few years. 

Why does a Shopify Store need a Sales Funnel?

Marketers used the graphical representation of ecommerce sales funnels many times. The benefits of having a sales funnel are:

  • Higher sales through improvised targeting: Sales funnel suggests buyers to choose the best items for themselves and make efficient purchasing decisions.
  • Know your customers: Different funnel steps help you collect data about your customers’ buying behavior, objectives, motivations, and persona.
  • Develop long-term relationships: Using the right incentives, an ecommerce store can build a long-lasting relationship with its customers.

Previously, building a sales funnel needed weeks of coding from many developers. But, with Shopify, it can be done in just a few hours. The efficient Shopify sales funnel works as a robust base to develop your eCommerce business. However, you need A/B tests to build a strong conversion funnel for your Shopify eCommerce stores. But, first, you should find out what A/B testing is?

What is A/B testing?

Also called Split testing, A/B testing is a procedure to present browsers with two versions of one page. Some visitors will see variant A, and some will see variant B. The test will help you determine which variant performs better and offers more conversions. It enables the store owner to make data-driven decisions and consistently enhance the performance and growth of their ecommerce store.

Why is A/B testing important for Shopify eCommerce Stores?

A/B testing is important for Shopify to determine what drives action for your visitors. The differences between the versions are so small to discover what change had the positive or negative effect. With the help of A/B testing, you can find out changes to pictures, CTA, or review placement to develop efficient ecommerce landing pages.

It also enhances the product and checkout pages and reduces bounce rates on the landing page. The major advantages of Shopify A/B testing are:

  • Better content engagement
  • Lower bounce rates
  • Enhanced conversion rates
  • Reduction in cart abandonment
  • Rise in subscriptions

Strategies to build a better Shopify Conversion Funnel with A/B testing

Transforming a visitor to a customer is not simple- especially for B2C ventures. As per Growcode, globally, ecommerce brands have an average conversion rate of 2-3%, meaning an ecommerce store owner has to work hard to attract visitors to their site.

However, if they understand how visitors move through the conversion funnel, it will get simpler to offer the experience to help them transform. Streamlining the conversion funnel is essential to provide an overall better experience to prospective customers. Here’s how it works:

  1. Segregate the Shopify Conversion Funnel into parts

Find out the present condition of your company’s funnel to create a more seamless experience for prospective customers. Monitor how people shift through every funnel stage to target them with certain content. The four stages of conversion are:

  • Awareness: When the visitor knows about your product or service.
  • Interest: When the visitor develops a curiosity to learn more about your brand.
  • Consideration: When the visitor thinks of buying or not buying the product.
  • Purchase: When the visitor turns into a customer and completes their purchase.

Every stage includes several marketing channels, from social networks to product landing pages and more.

Whether you want to upsurge your social media followers or design a better landing page to open up your funnel top, you should know where prospects are dropping. It will help you address the conversion funnel issue better and resolve them efficiently.

Using customer data to calculate your store’s conversion rate provides the team a starting point to test on and helps you get better results.

  1. Develop A/B tests for your store’s landing pages

A visitor interacts with your brand through the landing page. So, if prospects tend to leave here in the store conversion funnel, then assessing every aspect of your landing page will help you resolve the issue.

Like any A/B test, you should first acknowledge the particular aspects of the page that needs to be tested:

  • Written copy: Reviews, testimonials, social proof, and value proposition
  • Page design: Shopify theme, CTA placement, product pictures.

Every test done will change one element at one time. Hence, for a better conversion rate on your site, it is important to test one thing at a time.  

To monitor how different visitors interact with your website, go for A/B testing. The customized experiments will help you enhance your store conversion rate for particular customers by addressing their needs directly.

But, this applies to the product pages also.

  1. Provide A/B tests for your store’s product pages

After the visitor reaches the interest stage of your Shopify conversion funnel, your product page content matters the most. But, making a prospect make the purchase is the toughest part of the funnel. 

Just like your landing page, testing your product page’s written and design elements are necessary. Look for options to double down on value and change your CTA language.

A/B testing your SEO is essential. You can target particular keywords to enhance your product page ranking. You can do A/B testing for product pictures to mark a specific product feature and determine the types of images that convert higher.

  1. Test the signup form design

Getting the personal data of someone is not simple. A good theme and an efficient signup form allure visitors towards it.

When people submit their name and email ID, they know you will offer them something valuable in exchange. Be it a discount, offer, or opportunity to talk to your team, and your signup form should exhibit a value for instant conversion. Hence, developing an A/B test for the signup form will help you know what your customers seek when signing up. 

  1. Check discount and re-engagement alerts

Once you know where customers leave your platform before buying, use push notifications to create re-engagement. You can use several offers to allure customers to fulfill their purchases. 

The aim is to move prospects ahead in the conversion funnel as efficiently and seamlessly as possible. Test different notifications with A/B testing to know which one converts best. You can choose between discount offers, recent sales, and product demos.

  1. Make and send abandoned cart campaigns

Many shoppers abandon products in their carts. If you notice this happening, set up an abandoned cart campaign to reach out to them in the next few days and bring them back to your site.

Use relevant messaging depending on the past engagement of your customers. Test different written copies and designs for emails. Every email reminds the shopper of the product they have in their cart and how it offers them value. 

  1. Take customer feedback

Feedback forms help collect customer data, their point of interest, and review for your products and the buying process. It helps you take a step ahead in the conversion funnel. However, visitors prefer easy signup and access to feedback forms, and you can achieve it through QR codes. 

All you need to do is create a QR code for feedback forms and remove all necessities to open new pages or search for links/ tabs. Use the QR codes on packaging to lower the customer’s workload and get instant feedback without any risks of repetition.

Use A/B testing to develop a strong Shopify conversion funnel and develop a stronger relationship with your customers

Streamlining your B2C Shopify conversion funnel using A/B testing is a great way to boost your customer relationship on the right note. Take the right initiative to retain your customers and boost the potential for more sales. 

How to use A/B testing for your Shopify Store?

Shopify is a flexible platform to motivate businesses’ drive for better growth and improvement. It has several guides to A/B testing to help stores enhance their UX and boost sales. You can choose the Convert and Dynamic Yield to test on your store. 

All you need to worry about is handling the A/B testing tool. Pick the right testing tool to get the right help. 

A/B testing at every step of Conversion Funnel

All funnel steps can be A/B tested and enhanced. Some of the tests include:

  • Varying CTAs to seek traffic attention to your quiz
  • Varying lengths of quizzes
  • Varying ad copy
  • Various offers, discounts, upsells and downsells
  • Various confirmation page designs
  • Different email content
  • Different themes

How does Shopify theme help with conversion?

You need professional design, high-quality images, and a good about-us page for a successful store. Once you have done this, you need to focus on your Shopify theme. Selecting the best Shopify theme leaves a good impression on buyers. 

You can install new themes to personalize full-featured stores and launch your website. If you need a theme for your online store, you will not lose out with us. Select highly-converting Shopify themes to get higher profits.


The Shopify conversion funnel may be complex, but you can enhance user experience and generate higher sales when decked with the right data. This is why it is important to collect data and run tests consistently.

Make sure you optimize the content and pages for every stage and follow three main steps when developing your store conversion funnel:

  • Acknowledge your customer journey
  • Develop the funnel stages
  • Mark the point when the prospect transforms into a lead

Use this to decide on social media advertising, content promotion, email marketing, etc. Track the major performance indicators for the conversion funnel, such as conversion rate, cart abandonment, traffic, and sales and bounce rate.

Considering this, you can collect more data through behavioral reports and A/B tests. And, in no time, you will have an exceptionally strong conversion funnel that outpaces your opponents.

This is a guest post contribution by Claron Kinny, from Beaconstac. Claron has always had an unceasing curiosity about what brands do to break through the clutter to stay relevant to their target audience. He also loves to explore how tech can be used to improve customer experiences and consequently, scale up brands.

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