Control group
The visitors who see your store exactly as it is today, used as the baseline every variant is measured against.
The control is the current version: today's price, theme or page. Without it you only know how a variant performed, not whether it performed better than what you already had.
The control wins more often than people expect. Biddlebee tested a new price against its original, and keeping the original price saved 21.74% in profit per visitor.
Put it to the test on your store
Test prices, themes, pages, shipping and checkout on Shopify, then ship the winning variant.
