# Conversion Optimization and Testing

> Conversion rate optimization means improving the shopping experience using evidence from real customer behaviour. Start with a clear problem, then choose a method that can actually answer it.

- Type: Merchant guide
- Level: Intermediate
- Reading time: About 4 minutes
- Audience: Written for store owners, builders, and designers refining high-performance ecommerce stores.
- Last updated: 2026-11-04
- Canonical page: https://academy.getzenbasket.com/merchant-questions/conversion-optimization-and-testing/
- Part of: [Merchant Questions](https://academy.getzenbasket.com/merchant-questions/) on ZenBasket Academy

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## What you need to know

### What should you fix first?

If customers cannot complete a key action on mobile, repair that issue before testing button colours. Check the funnel and watch a few people try the task to learn what fails before designing an experiment.

### A/B test or usability test?

An A/B test sends comparable visitors to two versions and compares a defined outcome. A usability test observes where people struggle and why. Use the latter for discovery and the former when traffic and measurement support a reliable comparison.

### What if traffic is limited?

Small samples can swing by chance. Document the problem, use customer feedback and basic task testing, fix clear errors and monitor the funnel. Do not declare a winner after a small number of orders.

### What to check in your store

Write the customer problem and expected outcome in one sentence. Choose usability testing or an A/B test that can actually answer it.

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## Frequently asked questions

### How long should a test run?

Long enough to include the store's normal day and week pattern and enough eligible visits for the planned analysis. Decide the success measure and stopping rule before launching.

## Related articles

- **Ecommerce Funnel Metrics by Product and Category**
- **Ecommerce Conversion Audit**
- [ZenBasket Build Guide](https://help.getzenbasket.com/zenbasket-builder/)