How to run an A/B test on your Shopify store

portrait de l'auteur Julie Trenque

Written by Julie Trenque

Updated on 01/18/2023

5 min


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In this article, we will explain how to create and run a simple experiment straight from your Shopify Store to increase your e-commerce transaction rate. Let’s say you want to test different variations of your product page and measure how visitors interact with it regarding several key KPIs such as the number of add to cart, access to the checkout funnel, and ultimately increase the number of orders. 

Imagine for instance this product page. A user can either choose to “buy the product now” or just “add it to the cart” and continue his navigation on the website. But what if most of your visitors just purchase 1 product on average ? You could then display only one CTA “Buy it now” to make the checkout faster for your visitors. 

There are several ways to create such experiments with an A/B testing tool such as Kameleoon. Fundamentally, you can either:

  1. perform a split URL test: each variant of your experiment is a different Shopify product page URL and then you use the A/B testing tool to split your traffic equally by redirecting visitors to a page URL B, C, etc, of your product page.
  2. create your variants by using a graphic editor, visually or by injecting some JS / CSS code if you have coding skills.
  3. use an SDK or an API from Shopify’s liquid source code to activate/disable a piece of code (let’s say variant B) for some of your users.

Let’s deep dive into each of them.

But before that, don’t forget that you will need to install Kameleoon on your Shopify store to be able to run experiments. You can use our Shopify x Kameleoon App that smooths this process and we recommend you read our documentation about it.

Split URL testing

A split URL test is an A/B/n test where different users are shown different URLs (variants) of the same page. It is a very classic and common way to run an experiment by simply redirecting the end user to a different URL of the same page for each variant of your experiment. Indeed, in Shopify, you can easily achieve this by using “Shopify’s alternative template URL parameter” so that you can have several URLs of the same page. eg.

The “?view=” parameter in the second link is “Shopify’s alternate template URL parameter”. This powerful feature of Shopify enables you to have several versions of any page templates: product, collection, cart, checkout, etc and use them in a Split URL experiment.

So let’s see how this experiment can be configured in Shopify and Kameleoon now.

In your Shopify admin console, go to Online Store -> Themes -> Actions -> Edit Code and search for your “product.liquid” template. Here, we can see that our product.liquid file has actually two sections: “product-template” which contains the source code of the product page and “product-recommendations” which contains the source code of the product recommendation block “You may also like”. 

To put in place our Split URL experiment, we will need to add an alternative “product.liquid” template (for our variation B) and to duplicate the “product-template” section to remove the code that manages the “Add to cart” button. To do that:

  • Click on “Add a new template” and configure it as below. We have named it “version-b” but you can choose whatever name you want. Just remember that this will be visible in the product page URL for some of your visitors, so choose the name wisely.
  • Click on “Add a new section”, name it “product-template-version-b”  and copy-paste the code of our original “product-template.liquid” file.

You should now have 4 liquid files as below:

Now the last step to have our “Variation B” ready, is to remove the “Add to cart button” code from our section “product-template-version-b.liquid”. 

And finally we need to call our modified section B from our alternative Shopify product page product-version-b. It should look like this. Easy, right?

Save everything and you are now done! You now have a beautiful version B of your product pages. 

Shopify allows you to access alternate template files if you pass the “view” parameter with a value that matches a template file in your theme. So, by adding the parameter ?view=version-b to any product page (eg., you should now see a product page without the “Add to cart” CTA, which is exactly what we wanted to.

Most of the hard work has now been done. Now let’s configure our Split URL experiment in Kameleoon so that 50% of our visitors will see Variation B of our product pages instead of the original one. You will see, it’s fairly easy. 

Go to and hit the “New experiment” CTA and choose the “In the code editor” option, and then the option “JS/CSS”. It will open the code editor so that you can configure your experiment.

Click on Variation. By using the 3-dots menu, you can rename your variation and most importantly configure the alternative URL for your product page by using the “Redirect to a URL” feature.

In the popin that opens, choose the last option “Redirection by a parameter” and put here our Shopify’s alternate template URL parameter view=version-b. 

Now your variation B has been set up. Great! The last and final step, I promise, is to finalize your experiment configuration to launch it live on your website. For this, click on the left “Finalize” tab of the code editor. You will need to set up the “Traffic allocation”, the “targeting” and how you would like to measure the success of your experiment.

As we want to run this experiment for 50% of our traffic and for visitors looking at our product pages, the configuration of the targeting should look like this:

Lastly, we’ll choose which KPI this experiment will measure. Ideally, we’d like to increase the number of orders. You can choose the KPI “Shopify orders” which is being tracked automatically by Kameleoon if you have installed our Shopify x Kameleoon app.

Additionally, you can send the data to the Analytics platforms of your choice. Here, we use Amplitude and FullStory. 

That’s it. Your experiment is ready to be pushed live in production ! Great job ! 

You can “Simulate” your experiment first (highly recommended). It will allow you to easily test that you are being redirected to our URL B when you bucket yourself in the variation “Buy it now”. For instance, here in the URL, it works perfectly as the Shopify URL parameter (view=version-b) is being added automatically by Kameleoon.

Once you are done with the QA, then go back to Kameleoon and hit the CTA “Publish” to start the experiment. 

Experiment data will then start gathering as soon as a first targeted visit has ended on your store. As a rule of thumb, we recommend waiting 2 to 3 weeks depending on your traffic before choosing which variation is the winning one. Kameleoon will tell you exactly when you can stop the experiment by looking at several indicators: statistical significance, uplifts, stability of the data over several days, etc. We highly recommend you read this documentation which explains everything about the Kameleoon stat model.

The Split URL technique we have put in place with these simple steps can be replicated with all the other page types of your Shopify store: cart, collection, search, etc, as seen below.

Create variants with a graphic or code editor

We have seen in the previous section how to create in a few steps a split URL test by using Shopify’s alternate template URL parameter which is highly powerful if you know exactly which section of your templates you need to update to create a variation B and you also have technical skills as you need to change the source code of your liquid files.

Creating variants of a page from a graphic or code editor is also a convenient, quick and highly powerful and flexible way to run an experiment. Instead of doing a redirect to an alternate page B, in this case, the A/B testing tool hides on the fly the “Add to cart” button. The good news about this technique is that it’s being done so fast that your visitors will never notice they are being A/B tested and seeing a potential version B of the page.

The clear benefit of it is the ease of creating these experiments. Kameleoon offers an intuitive graphic editor that lets you delete, edit or rearrange elements on a page. The main disadvantage of it is that as soon as you want to push advanced modifications, it will require some technical skills in JavaScript and CSS. The good news is that Kameleoon also allows that thanks to a powerful code editor.

Now let’s configure our experiment in Kameleoon. Go  to and hit the “New experiment” CTA and choose the “Classic A/B” option. It will open Kameleoon’s graphic editor directly on the product page URL of your choice.

Then that’s the fun part: select the add to cart button and just hide it by clicking on the “Hide” button in the left side panel. Done, your variation B is ready!

“Finalize” the experiment and configure your experiment exactly the same way as for the Split URL one: 50% traffic allocation, targeting all “/products/” pages, measuring on the “Shopify Orders” KPI.

As for the Split URL experiment, we highly recommend to “Simulate” your experiment on your device and test if the variation shows well on all product pages. 

Then, hit the CTA “Launch” to start the experiment live in your store. That’s it, fairly easy isn’t it? 

You could have achieved exactly the same result by adding some easy CSS or JavaScript in the variant by using Kameleoon’s code editor.

Use an SDK or an API from Shopify’s liquid source code to activate / disable features

Using feature flags controlled by an API or a SDK to activate/disable a piece of code directly in your Shopify product.liquid file for some of your users is the most advanced and technical option of the two previous techniques we described above. It is highly powerful though if you want to manage your features and release them progressively to your visitors. If you are getting started with this technique, we strongly recommend you read first this deep piece of content on our blog.

Usually to run Feature Flags or Feature Experiments, you will need to install a SDK on your application server. Server-side SDKs, usually live on your tech stack (on your servers or the services you use on the server-side) and take care of bucketing your traffic into variants of your page, and other logistics, such as targeting the right users and tracking the experiment results. They’re deeply embedded into your back-end tech infrastructure. But in the Shopify world, this is not easy to achieve as you are not actually owning and managing the application server and so you cannot easily run a server-side SDK there. However, Kameleoon still offers an alternate way of running Feature Experiments / Feature Flags on the client-side via our JS Activation API. The logic used is almost the same as for a server-side based SDKs – in practice, Kameleoon Activation API acts here as the equivalent of a JavaScript SDK. If you love changing things around in your liquid files, that’s the option I strongly recommend you use. 

Go to and hit the “New experiment” CTA,  and choose the code editor option and then “Hybrid”.

The Kameleoon code editor will now open and you will see that there are several tabs available: JS, CSS and JSON. The JS code for the different variations should usually be left empty, as it’s unneeded in most cases. However, it can be very useful to include JSON data in your variations because it can then be retrieved in your code as parameters. Those parameters can easily be changed in the Kameleoon interface without requiring further modification from your product.liquid source code. The JSON one is used to add server-side JSON parameters if you use a server-side SDK.

Finalize the experiment as for the other techniques explained before. The only difference is that you don’t actually need to set up a targeting for this experiment since you will trigger the experiment manually using the Activation API from your product.liquid file. At the Targeting step of the Finalization process, create a segment as follow:

Validate, publish the experiment and you are done! 

You will also need to note down the ID of the experiment (in our example,, it is 143637) and the IDs of the variations (0 for the original page and 684136 for the variation B) to use them in your shopify liquid code.

The last and final step is now to write the logic in the product liquid template files that will enable / disable the “Add To Cart” CTA depending on the response given by Kameleoon Activation API for our experiment. If the visitor is bucketed in variation B (684136), we will basically hide the CTA, if it is in variation A (reference), we will display the CTA. Fairly easy, right? 

Below, is a simple code you could use to achieve this in our liquid template file. It uses several Kameleoon core APIs such as trigger to activate an experiment on your shop or runWhenElementPresent to execute specific actions as soon as a specific element appears in the DOM. It does the following actions:

  1. it makes sure Kameleoon is loaded and active on the page, with the Kameleoon::Started event which is being fired automatically by Kameleoon.
  2. it checks whether the experiment is live on the page with the getById(ExperimentID) API function.
  3. it activates/triggers the experiment for each visitor with the trigger(ExperimentID) API function and it buckets him in one of the variations available for the experiment. In our case, either the original one (both CTAs) or variation B (Buy it now CTA only). If variation B is associated with the visitor, we hide the block as soon as it appears in the page.

In your Shopify admin console, go to Online Store -> Themes -> Actions -> Edit Code and search for the “product-template.liquid” file which contains the source code of the product page. Take our Kameleoon code and copy-paste it in the source code ideally at the top of the page. 

Then save the file to update your store with the new code. Done! You have created your first Feature Experiment by using a Kameleoon Activation API. Let’s see now if it works as expected. We can see from the console logs that the experiment has been successfully triggered by API and that a variation (variation B with the Buy it now CTA only) has been associated with my browsing session. So it does work perfectly.

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