For any online store owner looking to boost their sales and engagement, testing what works best on their website is crucial. That’s the strength of GemX, a powerful yet user-friendly tool that takes the guesswork out of website optimization, empowering you to make informed decisions.
With its advanced A/B testing capabilities, GemX helps you understand what drives your visitors to act.
But what does this look like in practice? In this blog, we'll explore two specific use cases where GemX can make a real impact: optimizing Call-to-Action (CTA) styles and testing different content layouts.
This article will show you how to use GemX to make smart, data-driven changes that lead to higher conversions and better user experiences.
Pro tip: For those who want to learn more about GemX, check out Get to Know GemX: CRO & A/B Testing
Use Case #1: Optimizing Call-to-Action (CTA) Styles
The Call-to-Action (CTA) buttons on your website are powerful tools that guide visitors toward taking desired actions: making a purchase, signing up for a newsletter, or downloading a guide. However, not all CTAs are created equal.
Sometimes, a small change in the button's color, text, or design can make a huge difference in conversion rates.
Many merchants are unsure which CTA style will get more clicks on your product page. Should it be a bold, red button that catches the eye, or a more subtle, green button that blends with your site’s theme?
That’s why GemX comes in and helps you remove your uncertainties.
Instead of guessing and potentially losing out on conversions, you can run an A/B test with GemX to define which style performs better. This test will show different visitors different versions of the CTA and track which one performs better, providing you with clear, actionable data to make informed decisions.
How CTA testing works in practice
Instead of debating design opinions, you test two versions side by side. For example:
- Variant A uses a bold red CTA
- Variant B uses a green CTA that matches your theme
GemX automatically splits traffic and reports which version performs better. The result is clear data you can act on, not assumptions.
Step-by-step to set up CTA Testing with GemX
In case you haven't installed the app yet, check out this article to learn how to install GemX: CRO & A/B Testing before starting.
Step 1: From your Shopify admin, open GemX: CRO & A/B Testing, and click the “Create new test” button to create a new campaign in GemX
Step 2: Template testing is ideal for the purpose of testing CTA styles. Click Create template testing to start.
Learn more: Template Testing vs. Multipage Testing: When to Use Each?
Step 3: Now, select your template to serve as the Control template. This is where you want to test different CTA styles.
You can choose a landing page that is currently live on your site. Then, click Confirm to make it your Control template.
Step 3: If the selected template is built with GemPages, you can simply duplicate this template into a new one that serves as the Variant template. Click Create Variant based on Control to process.
This duplicated template is where you change the CTA styles for testing.
Step 4: You’ll be redirected to the GemPages Editor window to customize the Variant template.
From here, modify the CTA button color on the duplicated template.
Step 5: Save and publish your Variant template.
Then, click the X icon and return to GemX to continue setting up the advanced settings of your experiment.
Learn more: How to configure the Advanced Settings in GemX
Step 6: After that, click Start experiment to launch the campaign and see how each version performs regarding clicks and conversions.
Important notes: If your template is not built with GemPages, please be aware that the ability to edit CTA styles may vary depending on your Shopify theme.
If your theme does not support edits directly:
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Option 1: Contact the GemPages Support Team for assistance with this use case. They can help you make the necessary adjustments, providing you with the support you need to make the most of GemX.
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Option 2: Use a page builder app or GemPages to create and test different CTA styles if your theme does not allow direct modifications
Use Case #2: Testing Content Variations to Improve Conversion Flow
Content order shapes how visitors understand your offer. Where you place product details, benefits, pricing, reviews, or FAQs can strongly influence engagement and determine whether visitors stay engaged or leave without taking action.
Many Shopify merchants ask:
- Should testimonials appear above pricing?
- Does moving FAQs higher reduce drop-offs?
- Is a shorter homepage better for first-time visitors?
This is where GemX comes in handy, allowing you to test these questions directly to find what works best.
What to test with content variations
You can experiment with:
- Section order on a homepage
- Placement of testimonials or trust badges
- Long-form vs shorter layouts
The goal is to compare real performance and identify which layout keeps users engaged longer and converts better.
Step-by-step to set up a content variations test using GemX
You can follow the same setup steps used in the CTA testing example above. Simply duplicate the control page and rearrange content sections in the variant.
Once the experiment is live, GemX tracks key metrics such as:
- Click-through rate
- Time on page
- Conversion rate
These insights help you confidently choose the layout that performs best.
Explore More GemX A/B Testing Use Cases
Beyond CTA styles and content layout experiments, the GemX Use Case Series covers a wide range of real-world A/B testing scenarios for Shopify stores. Each use case focuses on a specific conversion question and shows how to validate it with data.
Here are some popular experiments you can explore next:
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A/B Test Above-the-Fold vs. Default FAQ Sections: Understand whether placing FAQs higher on the page reduces friction and improves engagement.
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A/B Test Multiple Headlines With GemX: Compare different headline messages to see which one resonates better with your audience.
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A/B Test Homepage CTA Copy: “Sign Up for Free” vs “Trial for Free”: Measure how small wording changes impact clicks and sign-ups on your homepage.
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A/B Test Welcome Popup Timing and Messaging: Identify the pop-up version that captures attention without hurting user experience.
Final Words
By testing CTA styles and content layouts, you can move from guesswork to evidence-based optimization. GemX helps you understand what actually drives clicks, engagement, and sales on your store. Each test brings clearer decisions and stronger performance over time.
Try GemX for free, or book a demo to see how structured A/B testing can improve your Shopify conversion funnel.
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