Drive Results with Data-Backed Experiments

Checkout A/B Testing

For:

Shopify Plus

What is Checkout &
Post-Checkout A/B Testing? 

Checkout A/B testing involves creating two versions of your checkout extensions to determine which one performs better in terms of conversions, AOV, and other key metrics. 

By experimenting with design elements, messaging, payment options, and more, you can identify the most effective version for maximizing conversions. 
You can also A/B test extensions on your checkout pages i.e. your thank you page, and order status pages.
Most Shopify merchants & store managers would know, that A/B testing is crucial to conversion rate optimization (CRO) for a store. 

Any action for growth that you take on your store should be backed by data– that’s why A/B testing is so prevalent in the ecommerce industry.  

What Are Extensions?

Your Shopify checkout & post-checkout pages are built on extensions

Extensions are like your building blocks. Think LEGO. For example, you combine an image block with a text block to create a banner block on your checkout page.

Using Checkout UI Extensions, you can create a variety of checkout elements such as: 

Checkout
Upsell Blocks

Trust Badges

Date of Birth
Collection Field

Free Shipping
Progress Bar

Want to understand extensions?  Check our Guide on Shopify Customer Account extensions. 

You can use extensions on the following pages: 

Checkout Page

Thank You Page

Order Status Page

Customer Accounts Page

Extensions & A/B Testing:
The Connection

Extensions are NOT JUST DESIGN ELEMENTS. They are strategic tools designed to achieve specific goals, such as:
‍
Cross-sell complementary products to increase AOV 
Generate additional revenue via shipping upsells
Reinforce trust and drive conversions, via trust badges

How do you maximize the impact of these extensions? How do you ensure they deliver on key metrics?

How to Conduct
A/B Tests?

Step 1

Choose the Right A/B Testing Tool:

Use a tool like Checkout Wiz, to ensure compatibility with Shopify checkouts & extract the right data. 
Step 2

Define Goal and Hypothesis:

Clearly state your objective (e.g., increase checkout completion rate by 5%) and hypothesis (e.g., reducing form fields will boost completion rates).
Step 3

Focus on a Single Element & Variable:

Test one element at a time, such as layout, CTA buttons, payment options, or trust signals, to avoid ambiguous results. Within an element, focus on a single variable such as button color or button text. 
Step 4

Create Test Variants

Compare the original version (control) with a modified version (variant). 
Step 5

Calculate Sample Size and Duration:

Ensure sufficient traffic and test duration for statistically significant results.
Step 6

Run the Test:

Split traffic between control and variant, and let the tool track metrics like conversion rate and AOV.
Step 7

Analyze Results:

Compare performance metrics and identify the winning variant.
Step 8

Implement and Iterate:

Roll out the winning variant and continue testing new elements as part of an ongoing optimization process.
Step 9

Choose the Right A/B Testing Tool:

Use a tool like Checkout Wiz, to ensure compatibility with Shopify checkouts & extract the right data. 

Complete Checkout A/B Testing Library 

Trust Badges

What’s This?
These are used to reinforce trust in a brand.

E.g. 100% Vegan, Clinically Tested, Dermatologically Approved
What to A/B Test?
Checkout with & without a badge
Different badge designs
Position of badge in checkout
Different badge colors
Metric to Measure
Conversion Rate

Checkout CTA

What’s This?
Final checkout button that leads customers to the payment gateway.

E.g. Checkout, Pay NowIdeally, you should have a contrasting color on this button.
What to A/B Test?
Button location(Left, right, above or below the fold)
Button text & Colour
Button color
Button Size
Metric to Measure
Conversion Rate

Free Gift

What’s This?
Free gift with purchase offered at checkout to encourage conversion

E.g. Product samples, low ticket items, festive add-ons
What to A/B Test?
Conversion with and without free gift
Different free gifts
Metric to Measure
Conversion Rate

Return Policy Badge

What’s This?
Offer an attractive return policy to reduce last-minute objections.

E.g. 15-day return, no questions asked return
What to A/B Test?
Conversion rate with & without a return policy
Different no. of days for return
Metric to Measure
Conversion Rate

Checkout Upsells

What’s This?
Used to sell complementary products, shipping upgrades, insurance, and packaging upgrades

E.g. ‘People also buy’,
What to A/B Test?
Upsell text
Upsell product choice- which product sells better?
Upsell product image
Upsell button text
Upsell button color
Metric to Measure
Upsell Conversion Rate
AOV

Checkout Item List Design

What’s This?
Format and layout checkout item list and their prices.
What to A/B Test?
Different fonts
Different layouts
Different level of details (e.g. variants shown versus not shown)
Metric to Measure
Conversion Rate

No. of Delivery Options

What’s This?
Multiple delivery options that give customers the flexibility in choosing speed.
What to A/B Test?
No. of delivery options (sometimes too many options can confuse)
With or without particular delivery options
Single option tested for conversion rate
Metric to Measure
Conversion Rate

In-Store Pickup

What’s This?
Also known as BOPIS, allows customers to access products in real time while enjoying the flexibility of online shopping
What to A/B Test?
With or without store pick-up
Option to choose location v/s being assigned a location
Metric to Measure
Conversion Rate

Discount Code at Checkout

What’s This?
Displaying discount code reminds customers to redeem them, aides conversions
What to A/B Test?
Different discount %
Click to add versus manual type
Font size of discount code
Auto add versus manual add
Metric to Measure
Conversion Rate
Conversion on discount code

Live Chat

What’s This?
Option to interact with the customer support team via the live chat window at checkout.

Hypothesis: Helps eliminate last-minute objections to purchase
What to A/B Test?
Conversions with & without live chat option
Pop-up chat window versus clickable
Location of the chat window
Metric to Measure
Conversion Rate

Express Payment

What’s This?
Offering express payment options like Shop Pay, Google Pay, Apple Pay
What to A/B Test?
Conversions with & without express payment options
Order of express payment options
Location of express payment option
Metric to Measure
Conversion Rate
No. of customers opting for express payment

Order of Payment Method

What’s This?
Order in which you display your payment methods i.e. debit cards, credit cards, express payments, buy now pay later
What to A/B Test?
Order of payment method
Metric to Measure
Conversion Rate

Ratings

What’s This?
Display rating out of 5 or 10 by customers
‍
Used to establish brand & product credibility. Remove objections to purchase
What to A/B Test?
Conversion rate with or without ratings
Design of rating scale i.e. star versus score out of 5
Display or not display rating source. e.g. own website or third party sites like Trust pilot
Display or not display the number of customers who have rated
Metric to Measure
Conversion Rate

Reviews /Testimonials

What’s This?
Display reviews by customers along with their names and photos if available
What to A/B Test?
Conversion rate with or without ratings
Design & layout of review block
Conversion rate with or without customer image
Metric to Measure
Conversion Rate

Limited Time Free Delivery

What’s This?
Create a sense of urgency by offering free delivery for a limited time. Encourage quick conversions.
What to A/B Test?
Conversion rates with & without limited-time delivery
Testing between different limited time periods. E.g. 5 mins, 10 mins
Metric to Measure
Conversion Rate

Time-Sensitive Discount

What’s This?
Offer discounts for a limited time period, create a sense of urgency
What to A/B Test?
Conversion rate with or without time-sensitive discounts
Testing between different limited time periods. E.g. 5 mins, 10 mins
Metric to Measure
Conversion Rate

Checkout Exclusive Discounts

What’s This?
Offer discounts at checkout that are not available anywhere else in the store
What to A/B Test?
Conversion rate with or without checkout-exclusive discounts
Metric to Measure
Conversion Rate

Free Shipping Progress Bar

What’s This?
A dynamic bar that gamifies the process of reaching the free shipping threshold.Informs on the amount left to reach the threshold
What to A/B Test?
Free shipping message
Progress bar design
'Amount left' message
AOV with and without free shipping progress bar
Metric to Measure
AOV
No. of free shipping orders

Customer Account-Specific Offers

What’s This?
Offer tailored promotions based on customer accounts

E.g. exclusive offers for high-value customers, offers based on purchase history, gender specific offers
What to A/B Test?
Conversions with & without offers
Testing variations of the offer in terms of discount percentage
Offer text
Offer design
Metric to Measure
No. of offers redeemed
Conversions

Text Input Field

What’s This?
Ask customers to fill information you want to collect. 

E.g. Personal message, delivery instructions
What to A/B Test?
Different text copy
Colors and design of input field
Metric to Measure
+ View All

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