How to optimize your store with A/B testing

In this article, we're going to learn how to apply A/B Testing to test out different versions of a page and optimize the customer experience.

How to create an A/B test 

Note: The feature is available on the Professional and Advanced plans. The limit is 2 campaigns for Professional Plan while Advanced users can enjoy 20 campaigns per store at a time.
  • Step 1: Click on A/B Testing feature from the left sidebar and choose Create New Campaign 

  • Step 2: Enter the campaign's name then hit Next 

  • Step 3: Select the Original page and the Variation page you have prepared, then click Create.

Campaign Settings 

  1. Test Duration (days): you can choose how long the campaign is going to last.
    • Step 1: Go to the Settings button. 

    • Step 2: Adjust the duration with the plus and minus buttons and click Save


  2. Set traffic percentage for the Original page and the Variation page 

    • Step 1: Click the pencil button.  

    • Step 2: Use the slide bar to adjust the percentages or fill in the numbers manually, and don't forget to Save.


  3. URL link: both pages will share the same URL which is placed on top of the Original page.

  4. Actions: The eye icon allows you to preview the pages. With the three-dot icon, you can perform more actions: rename, edit, or duplicate them. 

Campaign status 

  • On hold: The campaign hasn't started or is being paused temporarily.  
  • Running: The campaign is up and running. 
  • Completed: The campaign has finished its test duration.
When the campaign is running, it's recommended not to make any changes to the original and variation templates including edit, turn on/off the header/footer, and re-publish the template. 


Campaign report 

During and after the campaign, you can check the reports from Google Analytics by clicking on the button on the left of the settings button. 


Learn how to connect your GemPages account to Google Analytics.

View report



The campaign report lists out the traffic weight, followed by six key metrics.

  • Unique Pageviews: represent an aggregate of pageviews generated by the same user during the same session (i.e. the number of sessions during which that page was viewed one or more times).
  • Pageviews: The total number of times the page is loaded or reloaded in a browser.
  • Add to Cart: how many time the Add to Cart button has been clicked 
  • Add to Cart rate: is the number of Add to Cart divided by the total number of Pageviews.  
  • Conversions: the number of purchases that have been made. 
  • Conversion rate: the number of purchases divided by the total number of pageviews.
Note: The report will be available for viewing after 24 hours and updated every 30 - 60 minutes, using real-time data from Google Analytics.

With A/B testing, you will be able to test the potential of each variation to make data-driven decisions that ensure a positive impact. For more information, please check out other A/B Testing's related articles


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