Build a testing roadmap

A structured way to choose tests, prioritise them, and compound wins.

Running tests without a plan is random.

A roadmap gives you order and repeatability.

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Step 1: Audit your funnel

Find the biggest drop-off.

Use Shopify analytics or GA to map:

• Product page → add to cart.

• Add to cart → start checkout.

• Start checkout → purchase.

Start with the stage losing the most visitors.

If product pages leak traffic, fix PDPs first.

If checkout completion is low, fix downstream friction (shipping, payment, trust).

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Step 2: List hypotheses

Use a tight format:

“If we change X, then metric Y improves, because reason Z.”

Examples:

• “If we increase price by $5 and add a Compare-At anchor, then revenue per visitor increases, because the product feels premium.”

• “If we rewrite the headline to focus on outcomes, then add-to-cart rate improves, because visitors care about results.”

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Step 3: Prioritise by impact and effort

Rank each hypothesis by:

• Expected impact (pricing and offer tests usually win).

• Effort (price tests are minutes; page redesigns are days).

• Traffic (high-traffic pages reach significance faster).

Start with high-impact, low-effort tests on high-traffic pages.

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Step 4: Run tests sequentially on the same page

Avoid overlapping tests on the same element.

Run the top test.

Implement the winner.

Then test the next hypothesis.

This compounds over time.

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Step 5: Document everything

For every test, record:

• Hypothesis.

• What changed.

• Result (winner/loser/inconclusive).

• Measured lift.

• What you learned.

Over time you build a playbook for your audience.