Create Shopify landing page variations worth A/B testing

Why variations are the bottleneck

A useful A/B test compares genuinely different ideas, such as a long-form page against a short one, or a benefits-first layout against a reviews-first one. Small tweaks to button colours rarely move much. But building a second complete product page by hand takes about as long as the first, so many stores test small tweaks or never test at all.

Ways to get variations with Page Mix

• Same layout, different style. One Magic Remix gives up to 3 style versions of the same structure for 3 credits. Useful for testing look and feel.
• Different layouts. Run Magic Remix with two different layout references to compare page structures, for example a short page against a long-form sales page.
• More takes later. Another version adds a fresh version of a finished build for 1 credit.
• A whole new homepage. Multi-Build makes a homepage, product page and about page in one design, which suits a theme-level test.

Create variations →

Running the test

Shopify Rollouts

Shopify's Rollouts (in the admin under Markets → Rollouts) includes an Experiment type that compares a treatment against a control, with a 50/50 split by default. Rollouts works on themes, so it fits best when the variation is a different theme, such as your theme with a Page Mix homepage. Plan requirements apply; check Shopify's Rollouts documentation for the current details.

A/B testing apps

Third-party testing apps on the Shopify App Store can split traffic between templates or pages. In Shopify, the template a product uses is stored on the product, not in the theme, so before you plan a product-page test, check how your app handles alternate product templates.

Before-and-after comparisons

Switching a product to the new template and comparing with the weeks before is better than nothing, but seasonality, promotions and ad changes all muddy the result. Treat it as a signal, not proof.

Test design basics

• Write the hypothesis first: "A benefits-first layout will raise add-to-cart rate for cold ad traffic."
• Pick one primary metric, such as conversion rate or add-to-cart rate, before you start.
• Run whole weeks, and don't stop the moment one side looks ahead. Early leads often vanish.
• Low-traffic stores may not reach a reliable result. Test bigger differences, or use the time to gather qualitative feedback instead.

Our step-by-step guide covers how to test two Shopify product page designs.

Improving a page without rebuilding it

Not every improvement needs a new page. Clearer product photos, a price and offer visible without scrolling, answers to the top three objections, and real reviews close to the buy button are worth checking first. When the page's structure itself is the problem, that's where a new layout and a test come in.