What is A/B testing in Shopify?

A/B testing in Shopify means comparing two or more versions of a page, element, or experience to determine which performs better in driving user behavior, like clicks, purchases, or sign-ups. You create variations of a landing page, product description, CTA, or layout, then split traffic between them. Over time, you measure performance based on metrics like conversion rate or revenue per visitor. Shopify itself doesn’t have built-in A/B testing, but you can use third-party tools like Fibr or scripts to run experiments. A/B testing removes guesswork from optimization and gives you data-backed confidence to make changes that improve sales.