₹1 Lakh Store — 90-Day D2C Playbook for Indian Founders

06 — Store

A/B Testing Framework

Don't guess what works — test it. A/B testing turns opinions into data-driven decisions that increase CVR and AOV.

7 Day Tests1 Variable95% Confidence

7 Days

Min Test Duration

For statistical significance

100+

Conversions/Variant

Minimum sample size

Variable at a Time

Isolate impact

95%

Confidence Level

Before declaring a winner

A/B Testing Priority Stack

What to Test	Expected Lift	How to Test	Priority
Headline Copy	5-20% CVR lift	Benefit-led vs feature-led headline	Test First
CTA Button	3-15% CVR lift	Color, text ("Buy Now" vs "Add to Cart")	Test First
Product Images	5-15% CVR lift	Lifestyle vs plain, 4 vs 6 images	High Impact
Price Display	5-10% CVR lift	MRP strikethrough size, EMI visibility	High Impact
Free Shipping Threshold	8-20% AOV lift	Free at ₹499 vs ₹999, or flat ₹49	AOV Winner
Page Layout	3-10% CVR lift	Image left vs top, sticky CTA vs static	Test Later

A/B Testing Rules: Never test more than 1 variable at a time. Run each test for at least 7 days (14 is better). You need 100+ conversions per variant before calling a winner. Use VWO (free trial, then paid) or Optimizely for running tests on Shopify. Note: Google Optimize was discontinued in 2023.

A/B Testing — Must Set Up

VWO or Optimizely account created and connected

VWO has a free trial to start

First test created: headline copy (benefit vs feature)

5-20% lift potential — highest impact test

Test running for minimum 7 days before checking results

14 days is better for week-over-week patterns

Minimum 100 conversions per variant before declaring winner

Fewer conversions = unreliable results

Only 1 variable changed per test

Multiple variables = you won't know what worked

Test results documented with before/after CVR numbers

Track in a simple spreadsheet for reference