A/B testing is like a workout for your website: each test builds strength, endurance, and resilience, fine-tuning your site to better meet your customers' needs. But let’s face it—sticking to a consistent testing routine is challenging, especially when the demands of running a Shopify brand pull you in multiple directions.
Perhaps you’ve tested ideas sporadically when inspiration struck or during a sales slump. However, maintaining consistency—quarter after quarter, year-round—is an entirely different challenge.
I recently sat down with David Conforti from the Shopify Plus agency Varfaj to tackle this very issue. Why is it so hard for brands to stay consistent? And how can you build a sustainable A/B testing routine that delivers results all year long? David offered expert advice to help brands like yours turn testing into a “four seasons” strategy—consistent, focused, and results-driven.
A/B Testing: Build a Year-Round Routine
Like fitness, A/B testing is most effective when it’s a consistent, year-round effort—not something you cram before peak seasons. Imagine each quarter as its own training cycle: set goals, execute, refine, and build momentum over time.
Here’s how to create a routine that drives results in every “season” of your business:
1. Define Your North Star Metric
A primary reason testing plans lose steam is the lack of clear objectives. David emphasizes choosing a single “north star” metric that aligns with your business goals. For high-volume brands, this might be Average Order Value (AOV). For subscription or premium brands, it could be boosting conversion rates or growing your email list. Having a well-defined metric ensures that every test contributes to measurable progress, much like tracking personal bests in a fitness plan.
2. Build an A/B Testing Roadmap
A successful fitness plan starts with a schedule, and so does effective A/B testing. To start, David recommends creating a 3-month roadmap with three tests per month. This approach keeps your efforts manageable while maintaining consistency. Importantly, your roadmap should be flexible, evolving as you gather insights and refine your strategy—like a workout plan that adapts as you grow stronger.
3. Start with Quick Wins
Build momentum by tackling high-impact, low-effort changes first, such as tweaking hero images or CTA copy. These quick wins are the testing equivalent of foundational exercises like push-ups—they're simple but deliver significant results.
4. Focus on High-Impact Sections
Not every part of your site contributes equally to revenue. David advises focusing on high-performing sections like:
- Homepage heroes
- Main navigation
- Landing pages
- Above-the-fold product sections
“If you focus on these sections, you’ll get a ton of improvements with little to no implementation time,” says David. “Like core exercises in your fitness plan—small improvements here have a ripple effect, boosting overall performance across your site.”
5. Create a Consistent Review Schedule
Testing isn’t just about launching experiments—it’s about learning from them. Schedule weekly reviews to analyze heatmaps, screen recordings, and Google Analytics data. Regular reviews keep your team aligned and ensure your roadmap remains relevant.
6. Assign a Testing Champion
Every effective program needs a coach. Assigning a dedicated A/B testing owner ensures accountability and keeps your roadmap moving forward. This person can be a team member or an external partner like Varfaj. Without someone driving the initiative, testing risks falling by the wayside amidst competing priorities.
7. Keep the Momentum Going
Testing isn’t just for peak seasons—it’s a year-round commitment. By treating it as a continuous “four seasons” activity, you’ll avoid the cycle of starting strong and fizzling out. Instead, you’ll build a steady rhythm of insights and improvements that compound over time, ensuring your site is always evolving and ready for new opportunities.
Sustainable A/B testing requires clear goals, a flexible roadmap, and consistent execution. By following these expert strategies, you can transform your sporadic efforts into a reliable growth engine for your Shopify brand.
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For a limited time, Varfaj is offering FREE SHOPLIFT to new clients. When you sign up for 3+ months of testing (1+ test per month) with Varfaj, David will credit you the cost of your Shoplift subscription for as long as you work with them. To claim this offer, email david@varfaj.com with the subject line “A/B Testing” and mention this blog post. Their team will help you build a testing routine that drives results in every season of your business.
