Experiment beyond the storefront: new A/B testing levers driving ecommerce growth
Over the past decade, A/B testing has become a standard part of the ecommerce toolkit. Should the homepage promote a campaign or a new collection? Should reviews sit above or below the fold? Which CTA wording converts better? Which category page layout performs best? These are useful questions, and testing them delivers real, incremental gains.
But many decisions with the biggest impact on revenue remain largely untested.
Pricing strategies are often set based on competitor benchmarks or internal debate. Promotion and backend logic is updated without knowing which version performs better. Mobile app changes are often rolled out based on internal decisions rather than tested with real users first. And performance and caching decisions are typically made without testing because validating them has traditionally required significant engineering effort.
Ecommerce teams have gotten very good at optimizing what shoppers see. Many still struggle to validate the decisions that shape what happens behind the experience, and that’s where some of the biggest, most overlooked optimization opportunities remain.
Three high-impact decisions worth testing next
This is the gap Nosto’s A/B Testing & Optimization module powered by Omniconvert is now built to close. The new capabilities below are designed to bring structured experimentation to the decisions that have historically been the hardest to test.
| The challenge | What Nosto now enables | |
|---|---|---|
| Pricing | A small pricing adjustment can move conversion rate, average order value, revenue, and margin more than almost any storefront change, yet it remains one of the least tested decisions in most ecommerce businesses. The only reliable way to know whether a product is underpriced, overpriced, or right where it should be is to test it with real shoppers. | With native Shopify pricing experimentation, brands can test different product price points directly within Shopify and measure how real shoppers respond, using actual purchasing behavior rather than projections. See it in action. |
| Server-side experimentation | Promotion eligibility, discount conditions, and other backend business rules all influence performance—but they sit behind the storefront, in places traditional testing tools rarely reach. As a result, ideas that could meaningfully improve performance, or quietly hurt it, often go live untested. | Nosto already supports native testing of storefront experiences, including recommendation and merchandising strategies. New server-side experimentation capabilities extend this further, allowing brands to run controlled tests on any website—covering backend business logic, promotional mechanics, and performance and caching configurations. Now a wider range of decisions can be validated before they’re rolled out to every shopper. |
| Mobile app experiences | For many brands, their app is now a primary channel for engagement, retention, and repeat purchases—yet experimentation within native apps has lagged far behind the browser experience. As mobile commerce continues to grow, that gap becomes harder to justify. | Brands can now run structured experiments directly inside their native iOS and Android apps—testing onboarding flows, navigation, UI components, in-app messaging, and purchase journeys—giving teams visibility into how app-level decisions affect engagement, conversion, retention, and loyalty. |
The question is no longer “which banner converts best?” It’s “is this price right, does this promotion logic work, and is our app experience good enough to keep customers coming back?”
Existing customers: Complete the demo request form and select A/B Testing & Optimization. Your Customer Success Manager or another member of the Nosto team will be in touch to discuss how these capabilities could fit into your experimentation roadmap.
New to Nosto? Request a demo to see how Nosto can help you validate pricing decisions, backend logic, mobile experiences, and more—using real data instead of assumptions.
