Shopify CRO Variant Design for Landing Pages, Listicles & PDPs

Shopify CRO Variant Design for Landing Pages, Listicles & PDPsShopify CRO Variant Design for Landing Pages, Listicles & PDPs

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Victor Manuel Capilla Quiros

• Oct 22

A/B testing isn't just about changing headlines or moving buttons. It's about understanding why customers buy and developing hypotheses around their motivations.

Here are three Shopify CRO projects where I developed test-ready variants across different stages of the paid traffic funnel:

1. Landing Pages — Fresh Dog Food Brand

Developed six variants exploring product-led, problem-led, and outcome-led messaging, alongside alternative layouts, visual hierarchy, and CTA placement.

2. Listicles — Water Filtration Brand

Created six variants testing different messaging angles, product education structures, benefit positioning, and urgency elements.

3. PDPs — Sports Nutrition Brand

Designed six product page variants testing customer motivations, social proof, UGC placement, and urgency, while maintaining the existing product offer and subscription experience.

Across these projects, my work covered CRO analysis, hypothesis development, variant design, and preparation for Shopify experimentation.

The goal was to build structured experiments that could help identify which messaging and page elements resonate with different audiences.

These are test-ready concepts, not reported A/B test results.

Completed work

Shopify Design Shopify Development Figma Replo Shopify

Rasaq Lawal

• Oct 29

A website can look beautiful and still be difficult to use.

That's something I keep in mind when exploring both Shopify store design and Framer website design.

Although the platforms serve different purposes, some design principles apply to both:

→ Clear navigation helps visitors find their way. → Strong visual hierarchy makes important information stand out. → Thoughtful page structure creates a natural flow. → Responsive layouts help the experience work across screen sizes. → Clear calls to action help visitors understand what to do next.

The goal isn't simply to make a website look impressive.

It's to make the experience clear, useful, and easy to navigate.

I'm continuing to explore how these principles can be applied across different types of websites and projects.

What matters most to you when visiting a website, its visual design, its usability, or a combination of both?