These are things you should’ve been doing in the summer, but probably didn’t. :/
It’s okay. We’ve got you covered, as long as you do them now.
Why These Tests Matter
Black Friday/Cyber Monday is a conversion-rate stress test. Traffic spikes, costs rise, and every friction point in your store gets amplified. Shopify merchants hit record BFCM sales last year, and the brands that won were the ones who prepped early with fast, focused experiments that removed friction and lifted AOV before the rush.
Below is a battle-tested guide to 10 rapid conversion tests you can spin up on Shopify in days. Not weeks. Each item includes why it matters, how to test fast on Shopify, and what good looks like.
1. Speed-first homepage (hero trims + app diet)
Why it matters:
Page speed has a direct, measurable impact on conversion. Shopify stores are among the fastest globally, and performance best practices translate to higher conversion, repeat business, and SEO.
The test:
Create a theme duplicate. Remove heavy sections (auto-playing video, multi-slide carousels), compress hero imagery, lazy-load below-the-fold content, and temporarily disable nonessential apps on the homepage only. Shopify’s guidance: every feature you add can impact performance, so A/B the “lean” version.
What success looks like:
Lower LCP and TTI with stable or improved click-through to PDPs; no drop in engagement.
2. Value prop clarity in the first screen
Why it matters:
Shoppers decide in seconds. A concise, benefit-led value prop with 1 primary CTA reduces pogo-sticking and speeds the path to product.
The test:
- A/B the hero copy and CTA (“Shop the Gift Edit” vs “Shop Bestsellers”), and pin 3 trust signals (shipping, returns, support) right under the hero.
- Use a Shopify-compatible testing tool to split hero variants without theme redeploys.
What success looks like:
+Click-through to collections/PDP, stable bounce, rising “Add to Cart” rate.
3. “Bestsellers” vs “Holiday Gift Guide” collection landing
Why it matters:
During BFCM, shoppers want curation. Replacing a generic “All Products” entry point with a Bestsellers or Gift Guide boosts discovery momentum.
The test:
- Swap the primary nav link to point at a curated collection (tagged “bestseller” or “gift”) and test against the default.
- Pin filters (price, size, color) and show badges (“Top Rated”, “Low Stock”).
What success looks like:
Higher collection click-through, time on page, and PDP views per session; lower exits.
4. Add-to-Cart prominence on PDP (above-the-fold)
Why it matters:
Every extra scroll or competing element near ATC costs conversions on mobile—the device that drives a majority of BFCM purchases on Shopify.
The test:
- Variant A: sticky ATC enabled on mobile; Variant B: default placement.
- Reduce distractions above the fold: move long-form content to accordions; surface 3 review highlights near ATC.
What success looks like:
Higher ATC rate, stable conversion, no rise in returns.
5. Social proof density (reviews, ratings, UGC) near decision points
Why it matters:
Trust shortens the path to purchase. Clustering proof near price and ATC is more effective than burying it.
The test:
- Increase review count visibility, add a “Top review” callout, and test a small UGC strip between images and details.
- Use your reviews app’s widget settings to run a layout experiment without code.
What success looks like:
Lift in PDP to ATC; review widget engagement (expand/click) correlating with higher conversion.
6. Free shipping threshold + progress meter
Why it matters:
Transparent shipping economics raise AOV. A cart/mini-cart progress bar nudges the next item.
The test:
- A/B a threshold (e.g., “Free shipping over $75”) with a cart drawer progress meter vs. no threshold.
- Align the threshold with your median order value to avoid margin erosion.
What success looks like:
AOV up; no significant drop in conversion or margin.
7. Returns & delivery promise placement
Why it matters:
Reducing perceived risk increases conversion, especially with gifting deadlines.
The test:
- Place “Free 30-day returns” and a delivery estimate above ATC (and repeat in cart).
- Compare against control where policy sits in footer/accordion.
What success looks like:
Higher ATC and checkout start; lower cart abandonment.
8. Express checkout emphasis (Shop Pay on)
Why it matters:
Fewer steps = more orders. Shop Pay is one of the fastest converters in ecommerce, and surfacing express options earlier can reduce drop-off.
The test:
- Enable/feature Shop Pay and test express buttons at checkout start.
- If compliant with your flow, trial a Buy Now button on PDP for top SKUs (ensure it doesn’t cannibalize AOV for bundles).
What success looks like:
Checkout completion rate up; time-to-order down.
9. Cart drawer vs. dedicated cart page
Why it matters:
The right cart UX depends on your AOV strategy. Drawers speed checkout; full cart pages sell bundles and warranties.
The test:
- Variant A: Cart drawer with progress bar + free gift threshold.
- Variant B: Full cart page with cross-sells (“Frequently Bought Together”) and trust badges.
- Use a theme duplicate and route 50/50 traffic via your testing tool.
What success looks like:
If your priority is speed, watch conversion rate. If AOV is key, monitor attach rate and revenue per session.
10. Mobile-first nav & search
Why it matters:
BFCM is mobile-heavy; poor findability kills intent. Fast, predictable menus and forgiving search boost PDP discovery.
The test:
- Collapse the mobile menu to 5–7 top-level links max; add Bestsellers and Gifts near the top.
- Turn on predictive search and surface recent searches; test icon-only search vs. persistent search bar.
What success looks like:
More search use, higher PDP views/session, and improved conversion from mobile sessions.
How to run these quickly on Shopify
- Work from a theme duplicate so you can push winning variants immediately (and roll back if needed). Shopify theme performance standards (tested via Lighthouse) make it straightforward to spot speed regressions while you iterate.
- Use Shopify-friendly A/B tools (no heavy scripts). Shopify’s own roundups and expert reviews can help you choose a lightweight, native-feeling option to split templates, sections, and settings with minimal dev overhead.
- Trim before you add. Shopify’s Help Center is clear: each feature, app, image, or feed can hurt performance; test removals as much as additions.
- Prioritize speed signals. Shopify’s enterprise analysis found faster stores convert better; test performance-first versions of your highest-traffic pages.
Need a Hand? Let’s Sprint Together.
BFCM isn’t the time for guesswork, it’s about quick, focused experiments that move the needle fast. If you get stuck or need a second pair of eyes on setup, we can help. The Shopify CRO Sprint is what we do best: fast tests, clean data, real results. Let’s make sure you’re ready before the rush hits.
Book a CRO Sprint or Talk to our team. We’ll help you turn these quick wins into your biggest BFCM yet.
