A/B Testing

Test different versions of your store to find out what works best — then automatically use the winner.

What is A/B Testing?

An A/B test lets you show two different versions of something to different visitors and measure which one performs better. For example, you could test two different homepage designs and see which one leads to more purchases, or test two subject lines in an email and see which one gets more opens.

LaunchStore handles all the splitting and math automatically. You set it up once, let it run, and the platform tells you when there's a clear winner.

What Can You Test?

Test typeWhat it does
Page testShow two versions of any page — homepage, product page, landing page
Email testSend two versions of a campaign with different subject lines or content
Price testShow different prices to different visitors and track conversions
Theme testTry two store designs and see which drives more sales
Business Rule testTest two different automated actions to see which gets better results

Creating an A/B Test

  1. Open your store from the dashboard
  2. Click A/B Tests in the left sidebar
  3. Click New Test
  4. Choose the type of test you want to run
  5. Give your test a name (e.g. "Homepage hero — summer vs minimal")
  6. Set up your two variants — Variant A (the original) and Variant B (the new version)
  7. Set the traffic split — for most tests, 50/50 is ideal
  8. Click Start Test when you're ready
Tip

Run tests for at least 7 days before drawing conclusions. Shorter tests can produce misleading results due to natural day-to-day variation in traffic.

Reading Test Results

Go to A/B Tests and click on any running test to see its results. You'll see:

  • Visitors — how many people have seen each variant
  • Conversions — how many completed the goal action (purchase, sign-up, etc.)
  • Conversion rate — the percentage that converted for each variant
  • Confidence level — how sure the system is that one variant is genuinely better

Once confidence reaches 95%, you'll see a clear winner highlighted. At this point it's safe to stop the test and apply the winning variant permanently.

Stopping and Applying a Winner

  1. Open the test results
  2. Click Declare Winner on the winning variant
  3. The platform will automatically apply that version to your store
  4. The losing variant is archived for reference
Tip

Even a small improvement — like going from 2% to 2.4% conversion — can add up to significant extra revenue over time. Regular testing is one of the most effective ways to grow your store.

Next Steps