Making the Right Choice for a Shopify Theme is Critical to Driving Conversions and Ensuring a Smooth Shopping Experience, but How Does One Know If a Theme Is Actually Working? That’s Where A/B Testing Comes In. This is helpful for comparing two versions of a store’s design to see which actually leads to better results and really helps you in making decisions for optimizing your site. Whether you’re hiring a Shopify store setup service or doing it all on your own, A/B testing can be the key to unlocking higher conversion rates and improving overall performance for your store. With Shopify theme customisation services, you can personalise a look that appeals to the audience you have in mind. But do you know what design components work well? Well, guess who? The answer is A/B testing. A/B Testing involves making two versions of your store’s design, tracking the better one in order to optimize for conversion, improve the user experience and gather real information about how customers behave.