What to test first (Shopify CRO)

High-leverage tests to run first, in order of impact.

Stop guessing.

Start with tests that directly change revenue per visitor.

1

Pricing

Pricing is the highest-leverage variable.

A small increase (even $2–5) can raise revenue per visitor without killing conversion.

Most brands set prices once and never revisit them.

First test to run: Take your best-selling product.

Test a 10–15% price increase against the current price.

Measure revenue per visitor, not just conversion rate.

2

Offer and messaging

After pricing, the next biggest lever is how you present the offer.

This includes:

• The main product page headline and value proposition.

• How you frame promotions.

• Urgency and scarcity.

• Product description: benefit-led vs feature-led.

First test to run: Rewrite your best seller’s headline to lead with a customer benefit.

Test it against the original.

3

Social proof placement

Reviews, ratings, testimonials, and trust badges reduce uncertainty.

Placement matters.

First test to run: If reviews are below the fold, add a star rating summary or short testimonial near the top.

Test that variation against the original.

4

Page layout and structure

Use page split tests when you have a meaningful layout change.

Examples: a new landing page, or a redesigned PDP template.

First test to run: Compare your paid-traffic landing page against your standard product page for that campaign.

Let the data pick the winner.

What not to prioritise

Avoid low-leverage tests:

• Button colours.

• Font sizes.

• Icon swaps.

• Tiny layout tweaks.

Test what changes what visitors buy, what they pay, and whether they trust you enough to checkout.