How do I set up A/B testing on Shopify?

A/B testing helps you identify what works in your Shopify store with your audience. For instance, a small change in CTA text might improve conversions significantly, while a redesign could reduce bounce rates or increase time on site. You can also validate pricing strategies, product bundles, or free shipping thresholds before rolling them out site-wide. Over time, these incremental improvements compound, leading to better conversion rates, higher order values, and stronger user engagement.