Hey {{first_name}}
Right, summer holidays are over and I am about to be that guy…
Black Friday is just 94 days away 😳.
In CRO timelines that means on an optimistic two weeks cadence, you can squeeze in 6 A/B tests.
Quick one...
Adam is live with DTCx today at 2 PM (GMT+1) for The AI Reality Check.
He is sharing where AI helps eCommerce brands and where it is expensive token usage.
(confession, we accidentally burned through a ton of tokens last month so you don’t have to)
Right. What should you test?
I checked current Shopify discussions, Baymard's mobile research, GoodUI's August feed and Optimizely's analysis of 127,000+ experiments.
Here is a list of 6 curated tests that we have data on…
1. Put reassurance beside the decision
Test the real objection, delivery, returns, warranty or one useful review, beside Add to Cart. Not four generic badges.
On Aeromotive, showing a 90-day return policy and one-year warranty below Add to Cart increased conversion rate 4.5%, average order value 17.26% and cart completion 5%.
The returns-only version increased Add to Cart clicks 16.43%… then reduced conversion 16% and cart completion 19%. Clicks are not the result.
2. Make the product gallery scannable
Shoppers use images to judge scale, detail and fit. Test visible thumbnails, in-use images and video against carousel dots.
For Little Bible Stories, adding mobile image thumbnails increased conversion 6.14% and revenue per visitor 7.09%. New visitors improved most: conversion rose 8% and revenue per visitor 10%. Add to Cart and average order value stayed flat.
3. Do the value maths for them
Bundles and subscriptions can become a small unpaid accountancy job. Test fewer showing the saving on options.
On Stone Creek Coffee, dynamic “Save X per oz” labels increased conversion 41%, revenue per visitor 26% and subscription orders per visitor 117%.
Average order value fell 10% as the mix shifted towards lower-value subscription orders. Measure revenue per visitor and profit. Not just conversion.
4. Put the mobile buying action under the thumb
A sticky Add to Cart can help a ready buyer, or create a lovely click chart while revenue does nothing. This is one you should always test.
For Little Bible Stories, a bottom-positioned mobile CTA increased sticky-CTA clicks 27%, Add to Cart rate 8% and conversion 7% overall.
But revenue per visitor was flat overall and fell 18% on mobile. Device splits were not statistically significant. Interesting test. Not a universal rollout.
5. Keep product-discovery controls within reach
Black Friday brings undecided visitors. Test filter and sort controls that remain visible on mobile.
On BBQ Land, sticky mobile filter and sort controls increased conversion 21.39% and revenue per visitor 95.34%.
6. Turn payment options into reassurance and action
Test a express-payment options in cart it ads both a trust element and quick action.
For Fame, a dedicated Shop Pay button increased conversion 47.75%, revenue per visitor 69.30% and checkout starts 19.33%.
That is Fame's result. It is not your forecast. We have seen this test reduce revenue per visitor with lower AOVs before.
Pick the one for your store and get it tested.
Chat soon,
Peter
P.S. If you want more ideas worth stealing, the full Blend Shopify A/B test library is here → and please forward this to anyone you think will find it useful.
P.P.S. If you find this content helpful, add Blend to your Google preferred sources by clicking here.
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