Template Testing vs. Multipage Testing: When to Use Each in GemX

This article walks you through when to use the Template Testing vs. Multipage Testing features in the GemX: CRO & A/B Testing app.

Both features help you run A/B tests on Shopify, but they work differently depending on:

• How many pages you want to test

• Whether you’re testing layout changes or content changes

• Whether the pages use the same template or different templates

• Whether the pages are part of a funnel or standalone

Below is a full breakdown of each feature.

What is GemX Template Testing

Template Testing lets you test two versions of the same template on the same page type. It’s ideal when your variations only differ by layout, design, messaging, or content, but the URL stays the same.

How Template Testing works:

• You pick a page type (e.g., a product page)

• You select an existing template to serve as the Control

• You duplicate it or create a variation to serve as the Variant

• GemX automatically splits traffic to the same URL and measures performance based on your primary conversion goal (Add to Cart, Product View, Orders, etc.).

Best for:

• Testing product page design changes (sections, layouts, CTA placement)

• Testing new hero sections or banners

• Testing content hierarchy or messaging variations

• Testing PDP changes for a single product

• Testing layout tweaks across all pages using the same template

Key limitations:

• The duplicate variant option only works on pages built with GemPages 

• Cannot test multiple different URLs at once

• Best suited for single-page improvements, not full-funnel testing

Learn more: How to Create a Template Testing Experiment in GemX

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What is GemX Multipage Testing

Multipage Testing lets you A/B test multiple different pages or URLs at the same time, even if they use different templates, different page builders, or Shopify-native templates.

This is the most flexible way to test landing pages, funnels, and external traffic campaigns.

How Multipage Testing works

• You select two or more page URLs to compete against each other.

• Traffic is split across those pages (e.g., Landing Page A vs. Landing Page B).

• GemX measures which page drives the best conversion outcome for your selected goal (ATC, Checkout, Orders, Revenue).

Best for:

• A/B testing complete landing pages for ads (i.e., LP_A for TikTok vs. LP_B for Meta)

• Comparing two different funnels or customer journeys

• Testing two product pages that use different templates

• Testing two collection pages with unique layouts

• Testing blog → product → checkout flows

• Testing multiple offers or value propositions

Key advantages:

• Works with any page URL in your Shopify store

• Does not require the pages to share the same template

• Perfect for multi-page funnels and campaign pages

• Can include hybrid setups (GemPages, Shopify, another builder)

Learn more: How to Create a Multipage Testing Experiment in GemX

When to Use Each Feature to Set Up Your Campaign

Below is a simple way to decide which testing method to use.

Use Template Testing when…

• You want to test layout or content changes on the same page

• You want both variations to stay under the same URL

• You want quick, low-impact testing to improve UI/UX

• You’re testing PDP design, section placement, or copywriting

• Your goal is to optimize a single GemPages template

Examples:

• Testing a shorter vs. longer product description

• Changing the position of trust badges

• Trying different hero layouts on the PDP

• Testing CTA colors, size, or placement

• Testing different bundle sections on the same product page

Learn more: GemX Use Case Series: A/B Test Multiple Headlines

Use Multipage Testing when…

• You want to test two different URLs

• You want to compare complete landing pages or funnels

• You’re running paid ads and want to test which LP converts better

• You want to test pages using different templates

• You want to compare offers, funnels, or messaging strategies

• You want a full funnel analysis (landing page → PDP → checkout)

Examples:

• Running “Advertorial A” vs. “Advertorial B” to TikTok traffic

• Testing two different product pages for the same SKU

• Testing a GemPages landing page vs. a Shopify theme landing page

• Comparing a long-form landing page vs. a short-form version

• Testing multiple angles for creators or influencers

Learn more: How to View and Read Multipage Testing Experiment Results

Quick Decision Guide

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Frequently Asked Questions

Can I use Template Testing and Multipage Testing together?

Yes. Many merchants first test big concepts using Multipage Testing and then use Template Testing to refine UI/UX on the winning page.

Do the pages in Multipage Testing need to be built with GemPages?

No. You can test any Shopify URL, even native theme pages or pages made with other builders.

Will Template Testing affect all pages using the same template?

Yes. When you use Template Testing, changes apply to every page assigned to that template. If you only want to test one URL, use Multipage Testing.

What metrics do both tests track?

Both tests track your selected conversion goal—Add to Cart, Reached Checkout, Orders, Revenue, and more. You can also view detailed analytics in Experiment Analytics and Page Analytics.

Can I test multiple products or landing pages at once?

Yes, but only using Multipage Testing. Template Testing is limited to a single template and page type.

Realted Topics: 

Conversion Optimization

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Multipage Testing