Shopify Copy A/B Test: How Rewording a Single Rewards Button Lifted Revenue per Visitor by 31.2%

TL;DR

A European car diagnostics brand sells an OBD2 scanner and an app subscription, and runs a rewards programme for its customers.

As part of the ongoing Shopify A/B testing programme we run for the store, we tested new wording on the button that opens the rewards programme. Nothing else on the page changed, and the new label lifted revenue per visitor by 31.2% and conversion rate by 23.4%.

The challenge: a label that names a programme, not a benefit

The store shows a floating rewards button on every page, so its label is one of the most-seen pieces of copy on the site.

A label that names a programme tells shoppers what the button is, but not what they get from it. Across the rest of the store, the paid plan is called Pro. The original label didn't connect the button to that product.

Why test a single label

A site-wide button reaches every visitor, and changing its text doesn't touch design, layout or the offer. That makes it one of the fastest and cleanest things to test: if revenue changes, the wording is the only explanation.

The hypothesis: name what the shopper gets

If we change the rewards button to say “Unlock PRO”, more shoppers will engage with it and go on to buy, increasing revenue per visitor.

The button's design, position and the rewards programme itself stayed the same. The test changed only the words.

The variation: one label, nothing else

The test changed only the label on the store's floating rewards button to “Unlock PRO”. Its position, design and behaviour stayed the same, so the result reflects the wording alone.

The results: +31.2% revenue per visitor

We ran the test in Intelligems, comparing the original button copy with the new copy.

Conversion rate rose by 23.4% and average order value by 6.4%. Together, these contributed to the 31.2% uplift in revenue per visitor observed during the test.

We used revenue per visitor as the primary success metric because it captures the combined effect of conversion and order value. The store implemented the new label after the test, and the button still reads “Unlock PRO” today.

What this test taught us about button copy

A test doesn't need a redesign to matter. Changing the words on one element changed how many shoppers bought.

What could A/B testing uncover in your store?

We plan, build and run A/B tests for Shopify stores, grounded in customer research rather than guesswork. Get in touch to find out what to test next.