A useful Shopify A/B test hypothesis states that a specific change for a defined audience will affect a primary business outcome because it addresses observed shopper friction.

Start with evidence

Use support questions, session recordings, funnel data, surveys, search terms, and usability findings to identify friction. A preference from the team is an idea, not evidence that shoppers have the problem.

Name the audience and change

State who should see the change and exactly what differs from the control. This prevents a mobile-specific problem from turning into an unfocused sitewide redesign.

Choose one primary outcome

Select the metric that will decide the result, such as completed-order conversion or revenue per visitor. Add guardrails for harms such as refunds, page speed, or cart abandonment.

Use a simple template

Write: For this audience, changing this experience will improve this outcome because this evidence suggests this reason. Record the statement before building so the final decision can be checked against the original claim.

Run the test in Shopify

Sofcy supports URL, template, theme, and custom JavaScript API experiments.

Start free trial