Ryan builds Atchoo and writes about A/B testing and conversion optimisation for Shopify merchants. He cares more about what actually moves add-to-cart rates than about testing folklore.
Articles by Ryan
Every article on the blog, most recent first.
A/B Testing Before and During BFCM: A Shopify Playbook
When to run A/B tests around Black Friday: test in September and October, freeze winners for the peak, and re-validate after. A practical BFCM strategy.
4 July 2026Should You A/B Test Prices on Shopify? Risks Explained
Price testing is tempting and riskier than it looks: trust, fairness perception, legal grey areas, SEO complications, and safer alternatives to test instead.
28 June 2026Shopify Theme Sections vs Templates: What to Test Where
How Shopify themes are built, sections, templates, JSON templates, and what each layer means for A/B testing granularity on your product pages.
20 June 2026A/B Test Metrics: Add-to-Cart vs Conversion Rate
Which primary metric should a product page A/B test use, add-to-cart rate or completed purchases? The trade-offs, guardrails and revenue-per-visitor pitfalls.
12 June 2026How to Analyze A/B Test Results Without Fooling Yourself
A practical framework for reading A/B test results: pre-registration, segment traps, the winner's curse, when to rerun, and how to document learnings.
4 June 2026Mobile Product Page Optimization for Shopify Stores
Mobile-first A/B testing for Shopify product pages: thumb-zone CTAs, gallery swiping, collapsed sections, sticky bars, speed, and why to segment by device.
27 May 2026Does A/B Testing Affect SEO? What Google Actually Says
Google's published guidance on A/B testing, how Shopify's ?view= template variants interact with canonicals and crawling, and the myths you can ignore.
19 May 2026Does A/B Testing Slow Down Your Shopify Store?
How A/B testing tools cause flicker and white screens, what a good implementation looks like, and how to audit any app's speed impact yourself.
11 May 2026Trust Signals on Shopify Product Pages: What to Test
Reviews, guarantees, shipping clarity, payment badges and UGC, which trust signals to A/B test on your product page and which are just table stakes.
3 May 2026A/B Testing for Low-Traffic Shopify Stores
The honest maths on why small stores struggle to reach significance, the strategies that still work, and when you shouldn't A/B test at all.
25 April 2026Product Description A/B Tests Worth Running
How to A/B test Shopify product descriptions: long vs short, benefits vs specs, storytelling, tabs vs accordions, and on-page FAQ blocks.
17 April 2026Bayesian vs Frequentist A/B Testing: An Honest Comparison
What 'probability B beats A' really means vs a p-value, why Bayesian readouts are easier to act on, and where each approach genuinely fits.
9 April 2026Product Image A/B Tests: What to Test and How
How to A/B test product photography on Shopify, lifestyle vs studio, image count, video, gallery order and UX, without wrecking your page speed.
1 April 202610 A/B Testing Mistakes Shopify Merchants Keep Making
The ten A/B testing mistakes that quietly ruin Shopify tests, stopping early, no hypothesis, mid-test changes, metric-shopping, and how to avoid each one.
24 March 2026CTA Button A/B Tests for Shopify Product Pages
What actually works when testing add-to-cart buttons: copy, colour myths, placement, sticky mobile CTAs, quantity selectors and buy-now buttons.
16 March 2026How Long Should You Run an A/B Test?
How to work out A/B test sample size and duration from your baseline rate, minimum detectable effect and traffic, with honest maths and worked examples.
8 March 202615 Product Page A/B Test Ideas Ranked by Effort vs Impact
Fifteen Shopify product page A/B test ideas ranked by effort and likely impact, each with a clear hypothesis and the metric to measure.
28 February 2026Statistical Significance in A/B Testing, Explained Simply
What p-values and 95% confidence really mean in A/B testing, and why 'it looks like it's winning' isn't evidence. A plain-English guide for merchants.
20 February 2026What's a Good Add-to-Cart Rate for a Shopify Store?
Honest add-to-cart rate benchmarks for Shopify by traffic source, price point, and category, plus how to measure yours and actually move it.
12 February 2026The Complete Guide to A/B Testing on Shopify (2026)
Everything Shopify merchants need to run real A/B tests: what to test, how template testing works, the stats in plain English, and a 90-day roadmap.
4 February 2026How to A/B Test Shopify Product Pages (Step by Step)
A practical walkthrough: duplicate a product template, build a meaningful variant, QA it properly, launch the test, and know when to call it.
28 January 2026Shopify Template Testing Explained: Suffixes and ?view=
How Shopify's template suffix system and the ?view= parameter enable A/B testing without duplicating your theme, and where the approach has limits.
20 January 2026