What is a Variant?
Understanding Variant in E-commerce
Quick Definition
A variant is a specific version or alternative iteration of a webpage, marketing element, or product design used in comparative testing. In e-commerce and digital marketing, variants are systematically created to measure performance differences against a control version, enabling data-driven optimization of user experience, conversion rates, and overall business metrics.
Understanding Variants in E-commerce Testing
What Defines a Variant?
A variant is a strategically modified version of an original element, designed to test specific hypotheses about user behavior, engagement, and conversion potential. Unlike random changes, variants are purposefully crafted based on data insights, user research, and strategic objectives.
Common Variant Types in E-commerce
- •Design Variants: Different layout, color schemes, button placements
- •Copy Variants: Alternative headlines, product descriptions, call-to-action text
- •Pricing Variants: Different discount structures, pricing presentations
- •Functional Variants: Changes in checkout flow, navigation, interactive elements
Variant Creation Best Practices
Isolate Variables
Change only one element at a time to understand precise impact
Statistical Significance
Ensure sufficient sample size for reliable conclusions
Hypothesize Rationally
Base variants on user data, not assumptions
Measure Holistically
Track multiple metrics beyond primary conversion goal
Variant Optimization with Modern Tools
Advanced e-commerce platforms like Growth Suite enable sophisticated variant testing. By tracking visitor behavior and predicting purchase intent, merchants can dynamically generate personalized variants that speak directly to individual user segments.
The key is creating variants that aren't just different, but strategically tailored to improve user experience and drive meaningful business outcomes.
Put Variant into Practice
Ready to apply these concepts to your store? Growth Suite provides the tools you need to implement effective variant strategies.