Increase Conversion Rate
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Over 100 proven A/B test ideas, documented and tested, tracked, and now yours. Built for CROs and e-comm teams who want to get better results, faster. Test like you have the knowledge of 1000+ experiments done, and 10 years of experience.
Tested. Retested. Categorized for you.
100+ real A/B test ideas that ran
on eCommerce sites—organized by page type
Home page
PDP
Collections page
Checkout
+ more pages
I’ve run these tests so you don’t have to guess.
I’m Lucia van den Brink, a CRO consultant, speaker, and experimenter at heart. Over the past years, I’ve run 1000+ A/B tests for eCommerce brands.
This checklist isn’t theory or ChatGPT fluff. It’s a collection of real test ideas I’ve used (and often repeated) with actual clients.
With each suggestion you'll also get a visual example.
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Everything you need to start testing smarter—today.
10+ years experience in one sheet
Optimize like the big brands do. Optimize like someone with 10+ years of experience would.
Real, Repeatable Wins
These aren’t theoretical. Most ideas in this list has been tested and are proven (usually more than once) in live eCom environments.
Smart Prioritization, Built In
Quickly decide which tests to run first with the PXL framework for faster, easier experimentation wins.
A sneak peek at tests that actually moved the needle
Test #42
Control
Variant
PRODUCT PAGE
Limit the number of colorful icons around the 'Add to Cart' button. Often, colorful icons will distract from the button itself. Keep the focus on the main action to improve the conversion rate.
Test #73
Control
Variant
CART PAGE
Remove all distraction in cart. No social proof, no colors or discounts
Test #81
Control
Variant
CHECKOUT PAGE
Remove the back button and make the checkout a one-way process.
Test #27
Control
Variant
COLLECTIONS PAGE
Remove reviews (stars) on the category page (overview pages with rows of products) because visitors should use their own judgment to make a choice, and displaying reviews disrupts this process.
Test #12
Control
Variant
HOME PAGE
Make customer service look more personal and trustworthy by adding a photo of an employee next to the phone number and clearly displaying the opening hours.
Test #42
PRODUCT PAGE
Limit the number of colorful icons around the 'Add to Cart' button. Often, colorful icons will distract from the button itself. Keep the focus on the main action to improve the conversion rate
Control
Variant
Test #73
CART PAGE
Remove all distractions in cart. No social proof,no colors or discounts.
Control
Variant
Test #81
CHECKOUT PAGE
Remove the back button and make the checkout a one-way process.
Control
Variant
Test #27
COLLECTIONS PAGE
Remove reviews (stars) on the category page (overview pages with rows of products) because visitors should use their own judgment to make a choice, and displaying reviews disrupts this process.
Control
Variant
Test #12
HOME PAGE
Make customer service look more personal and trustworthy by adding a photo of an employee next to the phone number and clearly displaying the opening hours.
Control
Variant
What format is the checklist in?
How do I know these tests actually worked?
It’s a Google Sheet. You’ll get a view-only link and instructions to make your own copy—so you can edit, sort, and prioritize tests as you go.
Every test in the list has been personally run by me (Lucia), usually multiple times across different brands. These aren’t scraped ideas... they’re real. (although I can't always show the client, I always share a visual example of what it looks like).
Who is this checklist for?
Can I get a refund if it’s not what I expected?
It’s made for junior to mid-level CROs working in eCommerce—especially if you’re running tests solo, freelancing, or inside a small team and need proven ideas fast.
Sure. This has never happend before honestly. Bút if you are unhappy: let's talk. I'd rather hear you out and get you your money back, than be greedy and take those bucks from you.
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