A/B testing remains a critical tool in the digital marketing toolbox – but its role has evolved beyond the homepage. E-commerce brands are now using A/B testing to optimise every stage of the customer lifecycle, from acquisition and onboarding to loyalty and retention. This expanded approach enables retailers to deliver hyper-relevant, data-backed experiences that drive not just conversions, but long-term customer value...
1. Onboarding: Optimising First Impressions
The onboarding journey—particularly for new customers or first-time subscribers—is a prime testing ground. Retailers are using A/B testing to evaluate different:
- Welcome email sequences
- Site tours or how-to overlays
- Signup incentives (e.g., discounts vs. free shipping)
By analysing which versions lead to quicker first purchases, lower bounce rates, or higher engagement with product categories, brands can ensure a smoother path to conversion and early loyalty.
2. Upselling and Cross-Selling: Increasing Basket Value
E-commerce leaders are applying A/B testing deep within the product and checkout experiences to identify the most effective upsell and cross-sell strategies. This includes testing:
- Product recommendations based on past behaviour or basket content
- Dynamic bundling offers versus static suggestions
- Timing and placement of add-on prompts
Even subtle tweaks—like the language of the upsell CTA or the positioning of recommended products—can have a measurable impact on average order value.
3. Loyalty Programmes: Boosting Retention
Retention is just as important as acquisition. That’s why many retailers are using A/B testing to improve loyalty programme performance by experimenting with:
- Point structures and rewards tiers
- Personalised vs. standard loyalty emails
- Gamified elements, such as progress bars or status badges
These tests allow brands to understand which incentives resonate most with different customer segments, leading to greater programme engagement and repeat purchases.
4. Subscription Models: Reducing Churn
For retailers offering subscription services, A/B testing plays a key role in lifecycle optimisation. Examples include:
- Testing different subscription plans (monthly vs. quarterly)
- Evaluating cancellation flow messaging to reduce churn
- Trial length and pricing experiments to maximise conversion
The aim is to fine-tune every touchpoint in the subscription journey—from signup to retention—to increase customer lifetime value.
A/B testing has evolved from a landing-page optimisation tactic into a strategic, full-funnel discipline. By continuously experimenting across the customer lifecycle, e-commerce leaders are creating more personalised, profitable, and engaging customer experiences. This year, the question is no longer “Should we test?” – but “Where else can we test next?”
Are you searching for A/B testing solutions for your organisation? The eCommerce Forum can help!
