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Expert Answer • 2 min read

Can I A/B test two different discount offers to see which one performs better? For example, '15% off' vs 'Free Shipping'.

I'm running an e-commerce store and want to optimize my conversion rates by understanding which discount strategy resonates most with my customers. I've heard about A/B testing but I'm unsure how to practically implement it for discount offers. Specifically, I want to compare two different types of promotions - a percentage discount and a shipping incentive - to see which drives more sales and revenue. What's the most effective way to set this up, track results, and make data-driven decisions about my promotional strategy?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Yes. Set up two variants in Growth Suite's A/B Testing Module: Variant A shows '15% off' and Variant B shows 'Free Shipping'. Run with a 50/50 traffic split and measure by revenue per visitor - free shipping often converts better but the revenue impact can differ depending on your AOV and shipping costs.

Complete Expert Analysis

A/B Testing 15% Off vs Free Shipping

This is one of the most valuable tests a merchant can run because the outcome is highly store-specific. Free shipping typically wins on conversion rate but 15% off often wins on revenue per order. Which matters more depends on your margins and goals.

Why These Offers Perform Differently

Free shipping removes a perceived penalty - shipping feels like punishment for buying. It works best for lower AOV orders where shipping is a significant percentage of the total. A percentage discount scales with order value - 15% off a $100 order saves $15, which beats a typical $5-8 shipping cost. More effective for higher-AOV customers where the dollar value of the percentage exceeds shipping costs.

Test Structure

ElementVariant AVariant B
Offer15% off entire orderFree shipping on this order
Traffic split50%50%
Primary metricRevenue per visitorRevenue per visitor
Duration7-14 days minimum7-14 days minimum

If free shipping wins on conversion rate but loses on revenue per visitor, calculate the true margin impact: free shipping costs $5-8 per order; 15% off costs 15% of order value. For an $80 order, 15% off costs $12 vs free shipping at $6. Free shipping is cheaper per conversion but may attract lower-AOV orders.

Growth Suite A/B Testing

Growth Suite's A/B Testing Module runs this exact test natively - both offer types are supported, revenue tracking per variant is automatic, and you see conversion rate, AOV, and revenue per visitor side by side to make the right call based on your margin structure.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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