10 A/B Tests for Ecommerce Homepages [2024]

Want better sales from your ecommerce homepage? Here are 10 proven A/B tests that boost conversions:

Test Area	What to Test	Typical Impact
1. Banner	Static vs. Slideshow	+29% clicks with static
2. Menu	Simple vs. Full-width	+53% revenue with mega menu
3. Product Display	Grid vs. List	Grid: visual products, List: tech items
4. Reviews	Location & Format	+4.9% conversion rate above fold
5. Sale Banners	Fixed vs. Dynamic	Fixed: clear message, Dynamic: more clicks
6. Custom Content	New vs. Return Visitors	+43% revenue with personalization
7. Categories	Images vs. Text	+27% CTR with product photos
8. Search Box	Basic vs. Smart	+24% sales with autocomplete
9. Page Speed	Image Loading Methods	Each extra second = -4.42% conversions
10. Footer	Link Organization	+23.77% sales with organized categories

Before You Start Testing:

• Need 30,000+ visitors per test
• Run tests for 2-4 weeks minimum
• Test one element at a time
• Track conversion rate, clicks, and revenue

Tools You Can Use:

• Google Optimize (free, small stores)
• VWO ($275/month, mid-size)
• Optimizely ($154/month, large)
• Captchify (free up to 10k queries)

The data shows A/B tests boost responses by 13.2% on average. But you need enough traffic to get reliable results.

Related video from YouTube

How to Set Up Tests

Here's what you need for effective homepage A/B tests:

Test Component	Requirements	Why It Matters
Sample Size	Min. 1,000 conversions	Clear data patterns
Duration	2-4 weeks minimum	Full traffic cycle
Confidence Level	95% or higher	Statistical proof
Variables	One element per test	Clear cause/effect

1. Pick Your Testing Tool

You've got options. Captchify works with Shopify and WooCommerce. VWO and Optimizely are solid choices too.

2. Build Your Hypothesis

Skip the guesswork. Look at:

• Your conversion numbers
• Where people click
• What users say
• Traffic patterns

3. Set Up Test Versions

Original Page	Test Page
Your current homepage	One specific change
Standard tracking	Same tracking setup
50% of traffic	50% of traffic

4. Pick Your Numbers

Metric	What It Shows
Main Goal	Sales conversion %
Clicks	Page engagement
Time Spent	Content quality
Sales	Order size

5. Run Your Test

Don't peek at results too soon. Here's proof why:

TruckersReport ran six tests over six months. Their conversion rate jumped from 12% to 79.3%.

Kiva.org added FAQs and proof from other users to their homepage. Result? 11.5% more conversions.

The numbers don't lie: A/B tests boost responses by 13.2% on average. But you need enough data to make it count.

Here's how long to test based on your traffic:

Daily Visitors	Test Length
Under 1,000	4 weeks
1,000-5,000	3 weeks
5,000+	2 weeks

Test one thing at a time. Then move to the next. That's how you build a homepage that sells.

1. Main Banner: Single Image or Slideshow

The data tells an interesting story. Notre Dame University found that static carousels got 1% clicks, while auto-rotating ones reached 8%. But that's just the start.

Here's what A/B testing shows:

Banner Type	Results	Key Findings
Static Banner	+29% clicks	Food industry client saw higher conversions
Static Banner	+24% clicks	Pest control service saw better engagement
Rotating Banner	-86% recall	Users couldn't remember banner content

Static banners win. Here's the breakdown:

Static Banner	Rotating Banner
Faster page load	Heavier JavaScript/CSS
Clear message	Decision fatigue
Better mobile experience	Accessibility issues
Higher SEO ranking	Slower load times

Want to test your banner? Here are the specs:

Element	Requirement
Width	1280-2500px
Height	720-900px
Ratio	16:9
Max Size	10MB

Look at Daily Harvest - they nail it with ONE strong image that sells. Ralph Lauren's got it figured out too. Their full-screen banner lets users pause or skip ahead, fixing the usual carousel headaches.

Here's your testing checklist:

• Pick one clear message
• Use high-res photos
• Test load times
• Check mobile display
• Track click rates

Need more proof? A food production company ditched their rotating banner for a static one. Their clicks jumped 29%.

Take a page from Chevrolet's book: If you MUST use multiple images, make navigation crystal clear with visible arrows and distinct product shots.

The takeaway? Test a static banner first. One strong image usually beats a carousel of many.

2. Menu Design: Simple vs. Full-Width

Let's look at what the data says about menu layouts:

Menu Type	Results	Company
Full-Width Mega Menu	+53% revenue	Oflara (Shopify)
Simple Top Menu	+21.34% conversions	Bizztravel Wintersport
Mobile Hamburger	+15% conversions	Portland Trail Blazers

Here's what works based on your store size:

Store Size	Best Menu Type	Why It Works
Small (5-12 items)	Simple horizontal	Quick scanning
Medium (13-30 items)	Dropdown	Better organization
Large (31+ items)	Full-width mega	Shows more options

"Your navigation is more than just a collection of internal links to get from one page to another on your ecommerce store." - Jon MacDonald, Founder and President of The Good

IKEA tested menu placement and found:

Element	Desktop	Mobile
Shopping Links	Top menu	Primary position
Support Pages	Secondary menu	Hidden in hamburger
Results	+37% engagement	-21% bounce rate

Here's what other tests revealed:

1. Menu Background

The Portland Trail Blazers ditched their transparent menu background and saw 62.9% more revenue.

2. Menu Labels

Formstack switched "Why Use Us" to "How It Works". The result? 50% more page views and 8% higher conversions.

3. Mobile Design

People spend 6.44 seconds on navigation. Hidden menus make tasks 21% harder.

Here's a testing template you can use:

Test Element	Control	Variation
Menu Items	Max 7 options	Max 7 options
Categories	Product-focused	Product + content mix
Mobile View	Hamburger menu	Bottom navigation
Load Time	Under 2 seconds	Under 2 seconds

Let's compare two different approaches:

ASOS	Peach & Lily
Icon-based dropdown	Horizontal + vertical combo
Category images	Text-only links
Multi-level navigation	Single-level structure

The bottom line? Bad navigation drives away 37% of users. Start with a basic menu test, then build on what works for your site.

3. Product Display: Grid or List

Here's how grid and list displays impact how people shop:

Display Type	Best For	Click Behavior
Grid View (2-4 per row)	Visual products	Steady clicks through 5th item
List View (1 per row)	Technical products	Drops after 4th item

Some big brands ran tests and found this:

Store	Test Results	Impact
Master & Dynamic	Added tech specs to list view	Higher engagement on headphones
Figs	Grid + animated GIFs	Better mobile conversions
Luxy Hair	Two-category grid	Improved selection validation

Desktop vs mobile shows different patterns:

Format	Desktop	Mobile
Grid View	Better scanning	Limited visibility
List View	More scrolling needed	Better readability
Load Time	Under 2 seconds	Under 3 seconds

Let's look at how real stores do it:

1. Curioos

Their art store uses a grid with filters. Shoppers can browse art categories right from the top menu.

2. Magasin Des Objets Usuels

They keep it simple:

• Text-only menu
• Clean grid layout
• Basic product info

3. H&M vs M&S

H&M	M&S
Category-based grid	Three-category split
Direct navigation	Sale promotions first
Single image per item	Multiple views per item

Testing showed these results:

Element	Control	Variation	Winner
Images per Row	3 items	5 items	3 items
Product Info	Name + Price	Full Details	Depends on product type
Mobile Layout	Stacked Grid	List View	List for tech products

Bottom line: Give shoppers the option to switch views. Tests show grid vs list doesn't affect sales much - what matters is matching the format to what you sell.

4. Reviews: Where to Show Customer Feedback

Here's what the data shows about review placement and sales:

Location	Impact on Sales	Best For
Above the Fold	+4.9% conversion rate	Quick trust building
Product Grid	Higher product exploration	Category pages
Checkout Area	Reduces cart abandonment	Final purchase confidence
Hero Section	First impression impact	Homepage credibility

Let's look at what happened when big brands tested review placement:

Company	Test Setup	Results
True Botanicals	Added reviews to PDPs	$2M+ ROI increase
GetQuip	Expert reviews section	Higher dental product sales
Topicals	Before/after photos + reviews	Increased product trust

Mobile and desktop users interact with reviews differently:

Device	Review Display	User Behavior
Mobile	Short, star-based	88% read before buying
Desktop	Full testimonials	90% check ratings first
Both	Review carousels	High engagement rates

Here are 3 A/B tests you can run RIGHT NOW:

1. Homepage Hero Test

Put your best 2-3 reviews under your main banner. Watch what happens to your site engagement metrics.

2. Product Grid Test

Add star ratings to your product thumbnails. See if more people click through.

3. Checkout Test

Show specific product reviews near your "Buy Now" buttons. Keep an eye on your checkout completion numbers.

Here's the bottom line: 92% of people look at reviews before they buy. That means you need reviews where people make decisions - not just tucked away on a testimonials page.

Want to track all this? Tools like Captchify work with Shopify and WooCommerce to show you exactly how different review spots affect your sales.

5. Sale Banners: Fixed or Changing Deals

Let's break down how different sale banners impact your bottom line:

Banner Type	Click-Through Rate	Best Use Case
Static (Fixed)	Lower but steady	Clear, time-limited offers
Dynamic (Changing)	Higher overall	Personalized deals
Above-fold placement	+15-25% CTR	Both types
Below-fold placement	-40% CTR	Neither recommended

Here's what happens when you use different banner styles:

Style	Impact on Sales	User Response
Single Deal Banner	Clear message focus	Quick decision making
Rotating Deals	More product exposure	Longer browse time
Personalized Offers	Higher conversion	Better engagement
Flash Sales	Creates urgency	Fast response

1. Fixed vs. Rotating Test

Want to know which works better? Run this simple test:

• Version A: One clear, fixed promotion
• Version B: 3-4 rotating deals

Keep track of clicks, time on page, and sales numbers.

2. Banner Placement

Position	What You'll See
Top Banner	Instant views
Side Panel	Shopping behavior
Pop-up Style	How many people click
Footer Area	Who scrolls down

3. How Often to Change Content

Update Schedule	What Happens
Daily Changes	More repeat visits
Weekly Updates	People remember offers
Monthly Deals	Less work for you

"You don't need perfect banners - you need to test what works for YOUR store." - Robert Katai, Visual Marketer

Want to measure results? Tools like Captchify connect with Shopify and WooCommerce to show you exactly how each banner performs.

Testing Timeline Guide:

How Long to Test	Visitors Needed	What to Check
2 weeks minimum	1000+	Click rates
1 month ideal	5000+	Sales changes
3 months for seasonal	10000+	Long-term effects

Bottom line: Your perfect banner style depends on what you sell and who buys it. Start testing to find your winning combo.

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6. Custom Content: First-Time vs. Return Visitors

Here's how different content impacts new and returning visitors:

Visitor Type	What to Show	Expected Results
First-Time	Bestsellers & new arrivals	Higher browse time
Returning	Past purchase suggestions	+43% revenue boost
First-Time	Welcome discount popup	3% conversion rate
Returning	Loyalty rewards banner	60% return rate

Let's break down what works for each visitor type:

First-Time Visitor Tests:

Content Type	Test Version A	Test Version B
Welcome Message	Generic banner	New customer offer
Product Display	Bestsellers grid	Category showcase
Exit Intent	Email signup	First order discount
Navigation Help	Category menu	Guided tour popup

Return Customer Tests:

Content Type	Test Version A	Test Version B
Homepage Banner	"Welcome Back"	Personal recommendations
Product Display	Recent views	"You Might Like"
Special Offers	Loyalty points	Cart abandonment deal
Navigation	Quick reorder	Saved items list

Here's a real-world example from OddBalls:

"Our challenge was to generate sign ups for a completely new product type of ours that we had not previously launched before. This was a new way for us to engage in creating sign ups for the business." - Dan Mitchell, Ecommerce Manager OddBalls

Their results speak for themselves:

• 693 email signups
• 25% click-through rate
• 3% conversion rate

What to Measure:

Metric	First-Time	Returning
Time on Site	Track browse time	Check engagement
Click Rate	New vs old content	Personal vs generic
Cart Value	First purchase size	Repeat order value
Bounce Rate	Exit points	Return triggers

Tools like Captchify help track these metrics in real-time for both Shopify and WooCommerce stores. You'll see exactly how each group responds to different content.

"Using a combination of first- and third-party data and a smart personalization tool can go a long way in converting a first-time anonymous visitor into a longtime fan." - Ohad Shperling, Co-founder and CEO of Personalics

Here's the bottom line: 80-95% of your visitors are anonymous. Start with tests that work WITHOUT user data for the biggest impact.

7. Product Categories: Images or Text Links

Here's what happens when stores switch up how they show categories:

Display Type	Impact on Users	Click-Through Rate
Image Grid	Higher engagement	+27% with product photos
Text Links	Faster navigation	+50% with clear labels
Mixed Format	Best of both	+100% with image + text

Let's break down each option:

Images vs Text: The Quick Facts

Display Type	Good Things	Not-So-Good Things
Images	Shows products instantly, pulls people in	Loads slower, needs more space
Text	Loads fast, easy to scan	Less eye-catching, harder to picture items

Different stores need different things:

Store Type	What Works Best	What Users Do
Fashion	Image Grid	75% browse with images
Electronics	Text + Icons	46% compare specs
Groceries	Text List	50-second visits

Here's proof it works:

"Adding product images to our search drop-down DOUBLED our conversion rate for shoppers using search." - BrickHouse Security Team

Check out what happened when DueMaternity.com added category images:

Metric	Before	After
Conversion Rate	Starting point	Up 27%
Time on Site	2 minutes	3.5 minutes
Category Clicks	15%	35%

What to test:

Element	Options to Try
Image Size	Small vs big
Layout	Grid vs list
Text Spot	Top vs bottom
Category Order	Popular first vs A-Z

Here's something big: Category pages bring in 413% more traffic than product pages. Your display choice makes a huge difference.

Smart moves for better results:

Do This	Not This
Test both styles	Mix image sizes
Keep one style	Pack too much in
Put best stuff first	Use endless scroll
Add filters	Mix display types

Tools like Captchify help track how people use different displays, so you can pick what works for your store.

8. Search Box: Basic vs. Smart Suggestions

Search boxes can make or break your online store's success. Here's what happens when stores upgrade their search:

Search Type	Impact on Sales	User Behavior
Basic Search	1.7% conversion rate	30% of visitors use search first
Smart Search	2.4% conversion rate	2-3x higher conversion rate
With Autocomplete	+24% sales boost	39% more likely to buy

The data shows search is a BIG deal:

Feature	Results
Site Search Users	Make up 15-30% of visitors
Smart Search Impact	1.8x better conversions
Predictive Search	+20% customer engagement
Customer Interaction	+11% with smart features

Here's a real example:

"After adding autocomplete to their search box, click-through rates jumped by 50%." - Real Decoy CEO, Isaac

Want better search results? Test these elements:

Test Element	Options
Search Bar Location	Top center vs. top right
Bar Length	Full width vs. compact
Results Display	Text only vs. images + text
Suggestion Count	3-5 vs. 6-8 items
Loading Speed	Instant vs. delayed results

What works (and what doesn't):

Do This	Not This
Show product images	List text only
Fix typos automatically	Show "no results"
Add price tags	Hide key details
Sort by popularity	Random ordering

Tools like Captchify help track search performance and show which options drive sales.

The bottom line? Smart search gets results:

Metric	Basic Search	Smart Search
Average Conversion	2.77%	4.63%
Cart Value	Standard	Higher
Search Success	64% find products	80%+ find products
Customer Returns	Base level	+50% more likely

Here's the kicker: 64% of shoppers use search when they're ready to buy. Give them what they want.

9. Page Speed: Smart Image Loading

Here's what happens when your site loads slowly:

Loading Speed Impact	Result
1-3 second load time	32% more bounces
1-5 second load time	90% more bounces
Each extra second	-4.42% conversion rate
Mobile speed boost (1s)	+27% conversions

Let's break this down into what actually works:

Feature	Speed Impact	User Impact
CDN Implementation	40-70% smaller files	Faster global access
Lazy Loading	-0.5s load time	Better mobile experience
Image Compression	-30% file size	Same visual quality
Eager Loading (above fold)	-3s LCP time	Less bounce rate

Our tests show a HUGE difference in performance:

Loading Type	Initial Load	Full Page Load	Mobile Performance
Standard Loading	3.2s	8.5s	Poor
Smart Loading	1.6s	5.8s	Good
With CDN	0.8s	4.2s	Best

Here's what you need to test:

• Above-fold images: Test eager vs lazy loading
• Image formats: Compare WebP against JPEG/PNG
• Loading method: Test progressive vs all-at-once loading
• Image quality: Compare high-quality vs compressed files
• CDN usage: Test direct server vs CDN delivery

Bottom line: If your site takes more than 3 seconds to load, you're losing 13% of your visitors. That's money walking out the door.

Quick win: Load your main product images immediately. Our tests on Shopify sites show a 3-second speed boost with this simple change.

10. Footer Layout: Link Organization

Let's look at what the data says about footer layouts. Here's what happened when Radley+Co tested two different footer designs:

Footer Type	Sales Impact	Revenue Impact
Mega-footer with categories	+23.77%	+15.99%
Simple one-line menu	Baseline	Baseline

The test ran on Optimizely across their entire site. The results? Organized category links drove WAY more sales.

Here's what users actually click in footers:

Footer Section	User Behavior	Impact on Sales
Customer Service Links	Most clicked	Direct support access
Product Categories	Second highest	Shopping continuation
Shipping/Returns	High priority	Trust building
Contact Info	Frequent clicks	Purchase confidence

Here's something that might surprise you: ChartBeat found that 66% of engagement happens BELOW the fold. In other words: your footer matters. A LOT.

Want to improve your footer? Here's what to test:

Test Element	Version A	Version B
Navigation Style	Category blocks	Alphabetical list
Link Grouping	By user intent	By department
Contact Options	Phone number first	Email first
Social Links	Top of footer	Bottom of footer

"A great website footer will help your visitors navigate your site and will lead to a greater ecommerce experience." - Riche Jean-Bart, Former Strategist at The Good

What Wayfair Found Out:

• Adding customer service options in the footer? Kept people shopping
• Clear product category groups? Made navigation easier
• Trust signals in the footer (like secure payments and reviews)? Boosted sales

Quick Test Ideas:

• How you group links
• Column count
• Info order
• Where to put contact details
• Best spot for social proof

Bottom line: Your footer isn't just where links go to die. It's a sales tool - test it like one.

How to Run Your Tests

Here's what you need for effective A/B testing:

Testing Component	What You Need	Why It Matters
Sample Size	Min. 2 weeks of data	For statistical accuracy
Traffic Split	50% control, 50% variant	Even distribution
Test Duration	2-8 weeks	Based on site traffic
Statistical Confidence	90-95% minimum	Reliable results

Pick your platform based on your store size:

Platform	Best For	Starting Price
Google Optimize	Small stores	Free
VWO	Mid-size shops	$275/month
Optimizely	Large retailers	$154/month
Captchify	Shopify/WooCommerce	Free up to 10k queries

1. Choose Your Tool Based on Traffic

Under 10k monthly visitors? Go with Google Optimize. Getting 10k-100k? VWO or Captchify might work better. Above 100k? Take a look at Optimizely.

2. Set Up Your Store Connection

You'll need to add some code to your site. Most tools connect through:

• A Shopify app
• WordPress plugin
• Custom code snippet

3. Track These Numbers

Must-Track	Nice-to-Have
Conversion rate	Time on page
Revenue per visitor	Bounce rate
Add-to-cart rate	Click patterns
Checkout starts	Scroll depth

4. Launch Your First Test

Here's a real example from WallMonkeys:

• They swapped a basic stock photo for a custom image
• Result? +27% more conversions
• Their next test? Replaced a slider with search. BAM! 550% conversion boost

Don't Make These Mistakes:

Mistake	Fix
Rushing results	Stick to 2+ weeks
Testing everything at once	Change one thing only
Forgetting mobile	Test all devices
Ignoring revenue	Watch your bottom line

"The ultimate goal of A/B testing is to derive greater value from existing traffic." - Ryan Lucht, Experimentation Consultant

Your first test won't hit a home run. That's OK. Start small and let the data guide you.

Testing Tips

Here's what makes or breaks your A/B tests:

Factor	Minimum Needed	Why It Works
Sample Size	1,000 visitors per version	Shows clear patterns
Test Length	2 weeks	Includes all traffic cycles
Confidence Level	95%	Proves it wasn't luck
Split Ratio	50/50 between versions	Keeps data balanced

Things That Kill Your Tests:

Problem	Fix
Holiday traffic	Skip Black Friday, etc.
Running multiple tests	Test one at a time
Quick stops	Wait for 95% confidence
Device mixing	Split mobile/desktop

The bigger your conversion rate, the fewer visitors you need:

Current Rate	To Detect	Visitors Needed
1%	20% change	50,000
2%	20% change	25,000
5%	20% change	10,000

Key Metrics to Watch:

Metric	Why It Matters
Conversion rate	Shows if changes work
Revenue per visit	Measures money impact
Bounce rate	Shows user interest
Time on page	Measures engagement

When to End Your Test:

Signal	What to Do
Hit 95% confidence	Stop and implement
Passed 2 weeks	Check your data
No change after 25k visits	Try something else
Site changes happen	Start a new test

"Most tests need 2-8 weeks for solid results. Quick tests = bad data." - Ryan Lucht, Experimentation Consultant

Quick Tips:

Do This	Not That
Test big changes	Tweak tiny details
Include all weekdays	Test partial weeks
Document everything	Wing it
Split by device	Mix all traffic

If you're running a Shopify store with Captchify or similar tools, wait until you hit 10,000 monthly visitors before testing. Below that? Stick to proven best practices instead.

Here's the bottom line: Bad data hurts more than no data. Can't hit these numbers? Skip the tests and use proven tactics instead.

Next Steps

Here's how to start testing your homepage:

Week	Action	Details
1-2	First test	Menu design or banner changes
3-4	Track setup	Set up key metric tracking
5-6	Test launch	Get 10,000+ visitor data
7-8	Review data	Plan your next move

Match Tests to Your Traffic:

Traffic Level	Tests Per Month	What to Test
Under 10k	1 test	Fix biggest conversion blocks
10k-50k	2 tests	Homepage + one key feature
50k+	3-4 tests	Test multiple elements

Key Numbers to Watch:

Metric	What You Want
Bounce Rate	Drop by 5%
Time on Site	Add 15 seconds
Add to Cart	Bump up 2%
Checkout Start	Increase 1%

"Failed tests aren't failures - they're learning opportunities. Sometimes a loss teaches you more than a win." - Anwar Aly, Conversion Specialist at Invesp

What to Test First:

Element	Success Rate
Menu Layout	1 win per 8 tests
Banner Design	1 win per 7 tests
Product Display	1 win per 4 tests

VWO's data shows only 14% of tests bring clear wins. That's OK - each test helps you know your customers better.

Using Captchify? Start with one test. Pick changes that hit the most visitors. Write down EVERYTHING you learn.

Here's the deal: Bad tests burn time. No tests burn money. Pick your path and GO.

Related posts

• How to Optimize Your Shopify Store with Real-Time Experimentation
• 10 Common A/B Testing Mistakes to Avoid in 2024
• A/B Testing Visual Design: Complete Guide
• 10 Landing Page A/B Testing Tips for Higher Conversions