What Is a Landing Page Conversion?

A landing page conversion is any action a visitor takes that you wanted them to take.

It doesn’t matter if your goal is Add to Cart, filling out a form, checkout, signing up for a newsletter, or finally making a purchase. Every one of these actions can be a conversion because a conversion depends on what you built the page to achieve.

The interesting part is what happens between someone landing on your Shopify store and leaving without converting. That’s where the information you need is hiding. Why didn’t they take the next step? What stopped them? And what could you change to get more visitors to complete the action you want?

One of the best ways to find those answers is through Shopify A/B testing.

So, let’s look at what types of conversions exist, what A/B testing is, how it improves landing page conversions, and how to run your tests properly so the results actually give you useful information.

What Types of Landing Page Conversions Are There?

Not every conversion has the same value. That’s why conversions are usually divided into micro and macro conversions.

Micro conversions are smaller actions that show a visitor is moving closer to your main goal. On a Shopify store, these could be:

• Clicking a CTA
• Viewing a product
• Adding a product to the cart
• Signing up for a newsletter
• Starting checkout

Macro conversions are the main actions you ultimately want the visitor to complete. For Shopify stores, the most important macro conversion is a completed purchase.

Think of micro conversions as the steps that lead to the macro conversion. If plenty of visitors click Add to Cart but very few complete a purchase, that gap shows you where the problem might be and gives you something specific to A/B test.

How to do A/B Test on Shopify Landing Page?

A/B testing means testing two versions of the same page to see which one performs better and, more importantly, understand why.

Version A = current page

Version B = page with one change/hypothesis

Traffic gets split between them and you compare what visitors actually do.

One of the most important rules of Shopify A/B testing is to test one change at a time.

If you think the design is the problem, create two versions with different designs while keeping everything else the same. For example, don’t change the design and the price at the same time.

Why? Because if Version B performs better, you won’t know what caused the improvement. Was it the new design or the lower price?

You can test one product at two different prices, try different themes or page designs, test shipping options, change the content, or experiment with elements such as headlines, images, and CTAs.

If you’re testing a CTA, Add to Cart might be the metric that matters. If you’re testing the checkout experience, completed purchases may be more important.

The important part is not to change things too quickly or make decisions based on one early result. If version B is winning after 24 hours, that doesn't mean you should publish it.

That might sound like a clear result, but 24 hours of data won’t tell you enough. Give your test enough time and traffic before deciding which version actually performs better.

ProTip

Elevate is built specifically for Shopify A/B testing, so you can run different types of experiments from one place, instead of setting up each test separately. You can use it to test things like pricing, check out, themes, page design, content, shipping, and other parts of the customer journey. This makes it easier to keep your tests organized and compare the results over time.

For example, with price testing, you can select a product, set the price variations you want to compare, and see which one is more likely to perform better, supported by actual data and percentages.

What Makes an A/B Test Result Reliable?

One of the clearest signs that an A/B test is giving you useful results is the profit each version generates. A higher conversion rate can look good, but the version that brings in more profit is ultimately the better choice. Once you see that a specific change has affected your profit, either positively or negatively, you have a clear piece of information about what works and what doesn’t.

How often you review these results depends on your business, traffic, and sales volume, but a detailed review every month can give you a clearer picture of how the changes you’ve made are affecting your overall performance.

ProTip

Elevate’s Page Testing makes this easier to track. While your test is running, you can compare each version based on visitors, conversions, and revenue in real time. This way, you’re not only looking at which version gets more clicks or purchases, but at how that change actually affects the value your store generates.

Where Should You Start With A/B Testing?

Start with the part of your landing page that is closest to your main conversion goal. If your goal is to increase purchases, look at the steps visitors take before buying and find where most of them drop off.

Before you start testing individual elements, it helps to understand the fundamentals of creating landing pages that convert, from page structure and messaging to design and conversion-focused optimization.

For example, if visitors add a product to their cart but don’t reach checkout, the problem might be your shipping conditions. If they don’t even get to Add to Cart, look at things like your pricing, product images, or content.

Start where you see the biggest gap between what visitors are doing and what you want them to do.

ProTip

A lower shipping rate may increase conversions but still cost you money. Elevate lets you compare shipping rates, conversion rate, average order value, and revenue per visitor in one place, making it easier to see whether the extra sales actually make the shipping offer worth it.

To Wrap Up

Don't call a test successful because one random metric went up. Measure the conversion that the test was designed to improve.

Start with the biggest gap in your customer journey, test one change at a time, and measure the metric that matters for that specific test. More clicks, more Add to Carts, or even more purchases don’t automatically mean better results if revenue or profit goes in the opposite direction.

The goal is simple: test, learn from the data, and use what you learn to make the next decision.