7 A/B test ideas to improve conversion rates for your e-commerce store

When it comes to optimizing an online store, sometimes it’s not about adding more—it’s about removing friction, showing the right info at the right time, and creating trust through clarity.

Below are seven proven A/B test ideas e-commerce store owners can try to boost conversion rates. No gimmicks. Just small, smart changes that have made a difference for our clients. 

If you want to know for sure if these adjustments work for you, we recommend starting Experimenting. 
 

1. Surface the most helpful review (where it actually matters)

Customers weren’t struggling with the product.
They need reassurance.

In one test, we moved the most helpful review right below the “Add to Cart” button on the product page. Previously, the reviews were buried far down the page—out of sight, out of mind.

We didn’t write new copy or redesign the layout. We simply placed high-value info where people were already deciding.

The result?
✅ More cart additions
✅ More transactions

The takeaway: Don’t hide what helps. Bring critical decision-making content to the top where it can actually do its job.

2. Show authentic (not perfect) reviews

Perfect reviews don’t always deliver perfect results.

We tested two versions of a testimonials section:

• Control: Only flawless, 5-star reviews

• Version B: Included a 4-star review and one unedited testimonial with spelling mistakes

  The winner? Version B.

Real people don’t sound polished—and that’s exactly why it worked. Authenticity builds trust. When everything looks too perfect, people start to question it.

The takeaway:
✅ Imperfections make your brand more human
✅ Trust is built with honesty, not gloss
✅ Raw and real can convert better than polished and perfect

3. Don’t bury the benefits—highlight them at checkout

Do you offer free shipping or an easy returns policy?
Make sure your visitors know—before they hit that final checkout step.

In this test, you can make one simple change:
You can highlighted key benefits (like shipping and returns info) more clearly on the checkout page.

Same products. Same prices. Just better communication.

The impact? You might see a lift in conversions by eliminating the ambiguity that kills them.

People hate uncertainty when making a purchase. Don’t let unanswered questions become dealbreakers.

4. Remove star ratings from category pages

This one goes against so-called “best practices.” and we found it again and again. For multiple clients.

We tested removing star ratings from product listing (category) pages. Why? Because almost every product had the same number of stars. Instead of helping, the ratings were creating visual noise and decision fatigue.

So we took them off.

The result?
✅ More people skipped straight to the cart instead of clicking into PDPs for more info

We didn’t change the product.
We didn’t change the price.
We just reduced cognitive load.

The lesson:
✅ Less friction = More conversions
✅ The right info at the right time matters
✅ Sometimes, removing is optimizing

5. Enlarge star ratings on the product page

While star ratings weren’t helpful on category pages, they were valuable on product pages—just not visible enough.

We tested increasing the font size of star ratings on Shopify PDPs (up to 18px), and saw a +6.08% increase in conversion rate.

When someone lands on a PDP, they’re closer to a decision. In this context, social proof helps—and making it more noticeable gives the reassurance people are looking for.

Key insight:
Not all product elements need to be removed—some just need to stand out more.

6. Add a “Need Help?” Prompt Right Under the CTA

You might already offer customer support on your site—but are you showing it where it matters most?

We ran a test where we added a simple prompt to contact support right below the “Add to Cart” button. No aggressive pop-ups. Just a soft nudge:
 “Need help choosing? Chat with us.”

Even though support was already available sitewide, this change made a difference.

The result?
✅ +1.94% increase in conversion rate

Why? Because doubt happens at the decision point. Highlighting help exactly where people hesitate gives them the confidence to move forward.

The takeaway:
✅ Make support feel accessible—not hidden
✅ Proactively reduce friction right at the CTA
✅ Small placement tweaks can unlock big results

7. Add Customer Video Reviews Right Under the CTA

Nothing builds trust like seeing and hearing a real person talk about your product. But most brands either bury their customer videos way down the page—or don’t use them at all.

So we tested this:

🎥 We placed a short video review from a real customer right under the “Add to Cart” button.
Not a long testimonial. Just 15–30 seconds of someone saying what they bought, how they used it, and why they loved it.

The result?
✅ More time on page
✅ Boost in conversions

Why it worked:
Video UGC delivers emotion + credibility. It reassures hesitant buyers right when they’re about to make a decision.

Instead of hunting for answers, visitors see someone like them loving the product. Instant social proof.

Takeaways:
✅ UGC video > text when it comes to trust
✅ Placement matters—right under the CTA means no scrolling required
✅ Keep it short and authentic, not polished

Your happiest customers are your best salespeople. Put their faces where your conversions happen.

Final thoughts

A/B testing isn’t just about changing buttons or swapping hero images. It's about identifying moments of hesitation, confusion, or doubt—and addressing them with clarity, trust, or simplicity.

Whether it's removing noisy elements, surfacing helpful content, or dialing up authenticity, small tweaks can create big shifts in user behavior.

The solutions to the problems here are easy, they make for digestible stories, but that doesn’t mean A/B testing is about quick and easy tests. It’s about big experiments too (which we don’t show here to make for digestible stories).

So the next time you're wondering what to test, try these proven ideas. Or ask us for help with A/B testing. These changes might just work for your business too.