7 Ecommerce A/B Testing Case Studies to Learn From

Every click, scroll, and purchase on your ecommerce store holds valuable data—A/B testing unlocks that data to reveal what truly drives conversions and sales. On landing pages alone, well-executed A/B tests can boost conversions by as much as 30%.

Yet, despite its potential, many ecommerce merchants still struggle to execute A/B tests effectively, often facing challenges with test design, traffic volume, or interpreting results. A/B testing isn’t about guessing—it’s about letting your customers tell you what works. 

The following seven case studies showcase real-world examples of successful A/B tests. Each one breaks down a real-world test, the results it delivered, and the lessons you can steal to fine-tune your own online store for maximum conversions.

In this article, you will learn about the following A/B testing case studies:

• Case Study 1: Clear Within 
• Case Study 2: Clarks
• Case Study 3: Beckett Simonon
• Case Study 4: SmartWool
• Case Study 5: Metals4U
• Case Study 6: TM Lewin
• Case Study 7: SwissGear

Case Study 1: Clear Within Boosts Add-to-Cart Rate by 80% with Shogun’s A/B Testing

Clear Within is a skincare brand founded by two friends who struggled with persistent acne. Their core product is an all-in-one vitamin supplement designed to address the root causes of acne using trusted, science-backed ingredients. Operating with a lean team, Clear Within focuses heavily on optimizing their ecommerce operations for efficiency and growth.

What Was Tested:
The Clear Within team ran an A/B test using Shogun’s A/B Testing feature to optimize their product page. The test focused on the placement of the “Add to Cart” button.

• Version A: The “Add to Cart” button was placed below the fold.
• Version B: The “Add to Cart” button was moved above the fold for immediate visibility.

Results:
The results were clear and statistically significant after just three days:

• An 80% increase in add-to-cart rate was achieved simply by repositioning the “Add to Cart” button above the fold.

Takeaways:

• Strategic Button Placement Matters: Critical call-to-action elements, such as “Add to Cart,” should be easily visible without requiring users to scroll.
• Small Changes, Big Impact: Even minor adjustments in design and placement can yield substantial conversion rate improvements.
• Optimize Traffic Before Ads: Clear Within highlights the importance of optimizing conversion rates before scaling ad campaigns to ensure better returns on investment.

Case Study 2: Clarks Increases Conversions by 2.6% by Highlighting Free Shipping

Clarks is an international shoe manufacturer and retailer, known for its quality footwear and accessories. With a significant online presence, Clarks continually seeks to enhance user experience and boost online sales. 

What Was Tested:
Clarks conducted an A/B test to determine the impact of prominently displaying their free shipping offer on conversion rates. In a case study by Conversion, the following variants were tested:

• Version A: Standard display of shipping information, with free shipping details less prominent.
• Version B: Enhanced visibility of the free shipping offer, making it more noticeable to visitors.

Results:
The test revealed that Version B led to a 2.6% increase in conversion rates, resulting in an additional £2.8 million in revenue.

Takeaways:

• Visibility of Incentives: Clearly highlighting offers like free shipping can positively influence purchasing decisions.
• Design and UX Matter: Strategic placement and emphasis of key information can enhance user experience and drive conversions.
• Small Changes, Significant Impact: Even modest adjustments in how information is presented can lead to substantial revenue gains.

Case Study 3: Beckett Simonon Increases Conversions by 5% with Story-Driven Visuals

Beckett Simonon is an online retailer specializing in handcrafted leather shoes, known for its commitment to ethical business practices and sustainability. The brand prioritizes transparency, quality craftsmanship, and sustainable sourcing in every product it sells.

What Was Tested:
Beckett Simonon conducted a comprehensive qualitative and quantitative conversion analysis to identify opportunities for improvement. They tested the impact of integrating story-driven visuals and messaging focused on sustainability and product quality across their website. You can see the before and after variant visuals provided by Marquiz. 

• Version A: Standard product pages with minimal emphasis on sustainability and brand values.
• Version B: Enhanced product pages with clear messaging about sustainable practices, ethical responsibility, and product craftsmanship woven into the storytelling.

Results:
The results were clear:

• 5% increase in conversion rates
• 237% annualized return on investment (ROI)

The emphasis on transparency and aligning brand values with customer expectations proved highly effective.

Takeaways:

• Storytelling Drives Connection: Customers respond positively when brand values, such as sustainability and ethics, are authentically communicated.
• Visuals Matter: Incorporating story-driven visuals and messaging into website design can make a tangible impact on conversion rates.
• Brand Alignment Builds Trust: Aligning product messaging with core brand values fosters customer trust and loyalty, driving both immediate conversions and long-term ROI.

Case Study 4: SmartWool Increases Revenue per Visitor by 17.1% with Product Page Redesign

SmartWool is an apparel merchant specializing in high-performance wool-based clothing and accessories, particularly for outdoor activities.

What Was Tested:
SmartWool aimed to enhance user engagement and increase revenue by redesigning their product pages to align with best practices.

• Version A: Original product page with uneven and mismatched product displays, leading to a cluttered appearance.
• Version B: Redesigned product page featuring uniform product images, clear calls-to-action, and streamlined information layout.

Results:
The redesigned product page led to a 17.1% increase in average revenue per visitor, indicating that users were more likely to make purchases with the improved page design.

Takeaways:

• Implement Best Practices: Adhering to established design principles for product pages can enhance user experience and boost sales.
• Consistency Matters: Uniform product displays and clear information presentation can positively influence purchasing decisions.
• Invest in Design: Allocating resources to improve product page design can yield significant returns in terms of revenue and customer satisfaction.

Case Study 5: Metals4U Boosts Conversions by 34% Through Delivery Transparency and Trust Signals

Metals4U is the UK’s leading online supplier of metal products, catering to industries and individual consumers. Known for their extensive product range, they set ambitious goals to scale their operations and dominate the online metal supply market.

What Was Tested:
Metals4U partnered with a CRO agency to optimize their site performance through iterative experimentation. Below are the variants provided by Conversion.

Experiment 1: Delivery Information Visibility

• Version A: Delivery information was buried on the product page, often missed by mobile users.
• Version B: Delivery speed and details were prominently displayed at the top of the product detail page (PDP).
• Result: 6.9% increase in conversion rate and an annualized revenue boost of £580k.

Experiment 2: Trust Signals in Checkout

• Version A: Checkout pages lacked key trust signals, such as payment provider logos and security assurances.
• Version B: Payment provider logos (Visa, MasterCard, PayPal) and security messaging were added to the checkout flow.
• Result: 4.8% increase in conversion rate, validating the importance of trust in purchasing decisions.

Results:
Over the course of 12 months:

• 34% increase in sitewide conversion rate
• £2.2 million in annualized new revenue
• Trust became a core theme across Metals4U’s homepage and PDP design.

Takeaways

• Delivery Clarity Reduces Friction: Prominently displaying delivery information addresses key customer concerns and boosts confidence.
• Trust Signals Build Confidence: Simple elements like payment logos and security messages can significantly reduce cart abandonment.
• CRO is Iterative: Data-driven experimentation provides ongoing opportunities to optimize and scale growth sustainably.

Case Study 6: T.M. Lewin Boosts Sales by 7% with Sizing Recommendations and Clear Returns Messaging

T.M. Lewin is a UK-based heritage retailer specializing in high-quality shirts and accessories. With a long history of craftsmanship and customer service, they aimed to enhance their ecommerce performance and improve their multi-buy offering. Here’s how they did it:

What Was Tested
T.M. Lewin tested key friction points in their customer journey. Their experiments focused on three core areas:

Experiment 1: Sizing and Fit Concerns

• Version A: Standard product pages without sizing recommendations or clear fit guidance.
• Version B: Clear messaging emphasizing an easy returns policy, assuring customers they could return items hassle-free if sizing wasn’t right.

Experiment 2: Multi-Buy Offers Communication

• Version A: Multi-buy offers were displayed in a less prominent way, often missed by users.
• Version B: A recommendation feature was added, suggesting matched products based on the customer’s size and preferences to make multi-buy offers more visible.

Results:
The experiments delivered clear results:

• 7% increase in overall sales
• 50% improvement in conversion rates from updated returns messaging

These changes proved particularly impactful on mobile devices, driving significant revenue growth during peak shopping periods.

Takeaways:

• Sizing Transparency Reduces Purchase Hesitation: Clear returns messaging reassures customers and reduces barriers to completing a purchase.
• Highlight Savings and Offers: Multi-buy discounts need to be prominently displayed and seamlessly integrated into the shopping experience.
• Data-Driven Prioritization: Focusing on the highest-friction points in the user journey can yield the most significant results.

Case Study 7: Swiss Gear Achieves a 52% Conversion Increase with Product Page Optimization

Swiss Gear, known for its durable backpacks and travel gear, is a globally recognized brand trusted by travelers and professionals alike. To stay competitive in the crowded ecommerce market, Swiss Gear set out to improve the user experience on their product detail pages (PDPs).

What Was Tested:
Swiss Gear conducted A/B testing focused on simplifying and optimizing their product detail pages:

• Version A: Original product page with cluttered design, inconsistent text hierarchy, and unclear product pricing information.
• Version B: Optimized product page with a cleaner layout, clearer hierarchy, and prominent placement of essential information such as product name and pricing.

Results:
The impact of the changes was significant:

• 52% increase in conversion rates under normal conditions.
• 137% increase during the holiday season, highlighting the amplified effect of clear PDP design during high-traffic periods.

Takeaways:

• Clarity Drives Action: Simplifying page design and emphasizing key information like product name and pricing improves decision-making for customers.
• Text Hierarchy Matters: Using contrasting colors and distinct font sizes for product titles and pricing ensures key details stand out.
• Seasonal Testing is Critical: Optimizing pages before peak shopping seasons can yield exponential results when traffic surges.

Conclusion

From optimizing product page layouts and building trust through transparency to fine-tuning call-to-action buttons and simplifying navigation, these seven case studies demonstrate how even small, data-driven changes can deliver significant results.

The best part? You don’t need an extensive team, endless hours, or a massive budget to start seeing results. With tools like Shogun’s A/B Testing feature, you can effortlessly set up and run tests directly within your store—no coding skills or third-party platforms required. This means you can experiment, learn, and optimize with confidence, all while keeping your focus on growing your business.