Across 1,219 shared ecommerce A/B tests, the most-tested element is layout, fonts & visual design (215 tests), followed by headlines, product titles & copy (129) and navigation & mega menus (128).
A test can change more than one element, so it can count toward several rows.
Elements ranked by number of tests
| # | Element | Tests | Won |
|---|---|---|---|
| 1 | Layout, fonts & visual design | 215 | 77% |
| 2 | Headlines, product titles & copy | 129 | 91% |
| 3 | Navigation & mega menus | 128 | 80% |
| 4 | Pricing, discounts & savings display | 119 | 82% |
| 5 | Product images & gallery | 100 | 88% |
| 6 | Product cards & quick add | 91 | 73% |
| 7 | Filters, sorting & site search | 87 | 84% |
| 8 | Reviews & star ratings | 87 | 89% |
| 9 | Upsells & cross-sells | 86 | 90% |
| 10 | Shipping & delivery messaging | 83 | 84% |
| 11 | Add-to-cart & CTA buttons | 82 | 82% |
| 12 | Social proof, authority & press | 81 | 84% |
| 13 | Hero & above-the-fold section | 75 | 91% |
| 14 | Variant, size & option selectors | 72 | 72% |
| 15 | Trust badges & security seals | 56 | 77% |
| 16 | Cart drawers & slide carts | 55 | 84% |
| 17 | USP bars & benefit icons | 53 | 94% |
| 18 | Subscriptions & subscribe-and-save | 52 | 94% |
| 19 | Money-back guarantee & returns | 51 | 84% |
| 20 | Bundles & quantity breaks | 49 | 92% |
| 21 | Bestseller badges & product labels | 44 | 75% |
| 22 | Popups & email capture | 41 | 90% |
| 23 | Payment icons, express checkout & BNPL | 39 | 95% |
| 24 | Free shipping thresholds & shipping price | 38 | 84% |
| 25 | Sticky add-to-cart bars | 36 | 72% |
Elements ranked by win rate
Only elements with at least 15 tests, so one lucky result can't top the list:
Page types ranked
What almost nobody tests yet
Elements with fewer than 5 shared tests: empty-cart states.
A gap is an opening: if your competitors haven't tested it, a win there is yours alone.
What to test first
Start where traffic and money meet: the product page and cart see the most tests because most buyers pass through them.
Then pick elements with a high win rate and enough tests to trust it, from the table above.
Cite this data
Free to quote with a link back to this page.
LiftArchive, “What stores A/B test most: elements and pages, ranked”, November 2026. https://liftarchive.com/research/most-tested-elements/