7 A/B Testing Hypothesis Examples to Learn From

Most brands spend months testing random ideas — new headlines, button colors, or flashy designs — and still don’t get reliable results. The truth is, great A/B testing starts with a great hypothesis.

In this video, we’ll walk through 7 proven A/B testing hypothesis examples that top ecommerce brands use to uncover real insights, not just lucky wins.

Each example includes the hypothesis, test setup, and what kind of lift you can expect. You can use these practical, real-world frameworks and apply them to your own brand to come up with optimization ideas.

⏱️ Chapters

00:00 – Introduction
00:39 – Example 1: Pricing Display Format
01:36 – Example 2: Shipping Incentives
02:29 – Example 3: Urgency & Scarcity Messaging
03:04 – Example 4: Image & Media Formats
04:07 – Example 5: Navigation Flow
04:49 – Example 6: Page Length & Content Density
05:45 – Example 7: Merchandising Order
06:45 – Final Takeaways

💡 7 Hypotheses You’ll Learn From

✅ Pricing Display Format – Strikethrough discounts vs. percentage savings and how each shapes perceived value.
✅ Shipping Incentives – How showing free shipping thresholds earlier boosts average order value.
✅ Urgency & Scarcity Messaging – Using limited-stock alerts or countdown timers to drive faster purchases.
✅ Image & Media Formats – Why product videos outperform static images in building trust.
✅ Navigation Flow – Simplifying menus to reduce friction and speed up the path to checkout.
✅ Page Length & Content Density – Balancing detail and clarity for better scroll depth and engagement.
✅ Merchandising Order – Showing best-sellers or high-margin products first to anchor shopper behavior.

🎯 What You’ll Learn

🧠 How to form clear, testable A/B testing hypotheses
📊 Which types of tests have the highest impact on conversions
⚙️ How design, content, and layout changes affect buyer psychology
🚀 Practical CRO insights you can implement right away

🔗 Helpful Links

🧪 Run A/B tests directly inside Shopify → https://apps.shopify.com/shogun-ab-te...

🧱 Explore all Shogun apps for Shopify → https://apps.shopify.com/partners/shogun

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💬 Which of these hypotheses will you test first? Drop a comment below — we’d love to hear your next experiment idea!