BigCommerce A/B Testing: Experimenting With Different Site Designs And Features To Maximize Results

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Are you tired of guessing what design or feature change could work better for your eCommerce website? Do you want to transform your website into an efficient sales machine by optimizing every aspect of it? Well, A/B testing is the solution you have been looking for.

A/B testing will help you determine which design or feature change works best for your website by comparing two or more versions of your site in real-time. This testing approach involves dividing your website traffic into two or more groups, and then showing each group a different version of your website. Through measuring and analyzing the results, you can determine which version of your website performs better, and then implement those changes to improve the overall conversion rate.

BigCommerce platform comes with built-in A/B testing functionality making it easy for store owners to experiment with different site designs and features and maximize online sales.

Getting Started With BigCommerce A/B Testing

Before you start experimenting with different site designs and features, you need to have a clear understanding of your website goals. Whether you want to increase website traffic, boost sales, or improve overall customer engagement, having a clear objective will help you evaluate which site design or feature works better for your goals.

Once you have a clear objective, the next step is to create a hypothesis. A hypothesis is an educated guess of what you expect to happen when you make the changes. Having a hypothesis will help you evaluate the success of your A/B testing experiment.

After creating a hypothesis, you can start creating variations of your website to test. BigCommerce provides a simple drag-and-drop interface that makes it easy to create multiple variations of your website without any coding experience.

Choosing The Right Element To Test

When testing different versions of your website, you need to focus on testing specific elements. But, which elements should you test? Well, it depends on your website goals and your hypothesis. However, there are a few common elements that you can test to improve your website conversion rate.


Your headline is one of the most important elements of your website. It’s the first thing that your visitors see when they land on your website. Testing different headlines can have a significant impact on your website traffic and conversions.

Call to Action (CTA)

Your CTA is the most critical element on your website because it’s the action that you want your visitors to take. By testing different CTAs, you can determine which one has the highest conversion rate.


Images can make or break your website. By testing different images, you can determine which one resonates the most with your audience and helps you achieve your website goals.


Colors have a psychological impact on your audience. Testing different colors can help you determine which one creates a more positive emotional response and leads to increased sales.


The layout of your website can significantly impact user experience and conversions. By testing different layouts, you can determine which design is the most user-friendly and converts visitors into customers.

Analyzing Your Results

After running your A/B testing experiment for a few days, it’s time to analyze the results. The simplest way to analyze your results is by comparing the conversion rates of each variation. You can use BigCommerce’s built-in analytics to track the conversion rates of each variation and determine which version of your website performs better.

Confidence Level

When analyzing your results, you need to ensure that you have a statistically significant result. A confidence level of 95% or higher signifies a strong result, while anything below 90% is not significant. BigCommerce provides a confidence level calculator that helps you determine if your results are statistically significant.


After determining which version of your website performs better, it’s time to implement the changes. BigCommerce makes it easy to apply changes through the A/B testing tool. The tool automatically applies the changes to your website after you have determined which version performs better.


BigCommerce A/B testing is a powerful tool that helps you optimize your website to achieve your online goals. Whether you want to increase website traffic, sales, or engagement, A/B testing can help you experiment with different site designs and features to maximize results. With BigCommerce, you don’t need any coding experience to get started with A/B testing. The built-in drag-and-drop interface makes creating multiple variations of your website easy. By following the simple steps outlined in this article, you can start A/B testing your website today and achieve your online goals.

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