Test Goal Definitions

Test Goal Definitions

Every A/B test needs a clear success metric — something measurable that tells you which version of your page is performing better. In Shogun, we refer to these as test goals.

Here’s a breakdown of the goal types you can use, what they track, and when to use each.

Conversion Rate

This goal tracks the number of visitors who complete a purchase after landing on a page included in your test. It’s a common choice when you want to know which version of a product page, landing page, or homepage drives more actual orders.

Use this when your goal is straightforward: to sell more.

Clickthrough Rate

Click-through rate measures how many visitors click on a specific element on the page, such as a button or link. This is especially useful for tests aimed at improving engagement with calls to action, like “Shop Now” or “Learn More.”

Add to Cart Rate

This goal examines the frequency at which visitors add a product to their cart during a single session. It’s a great indicator of buying intent and is ideal for testing product page layouts, pricing displays, or changes to product information.

Form Submissions

Choose this goal if you're testing a form, whether it’s for email signups, quote requests, or lead capture. The test measures the number of people who successfully submit the form.

To use this goal, you’ll need to provide the Form ID during test setup. This ensures Shogun can correctly identify when a form has been submitted. You can retrieve the form’s ID by inspecting the page in your browser and copying the value labeled 'id' on the form element.

Revenue Per Visitor

This goal helps you understand how much money, on average, each visitor generates. It helps see the bigger picture, not just whether more people are buying, but whether those who do are spending more.

Use this when you prioritize the overall value of each session, rather than just the order volume.

Average Order Value (AOV)

The Average Order Value tracks the average amount customers spend per order, factoring in discounts but excluding taxes and shipping costs.

If you’re testing changes that could influence how much someone buys (like bundling products or highlighting higher-ticket items), this is a good goal to choose.

Custom Event

Sometimes, you want to track something outside the usual set of goals — like clicks on a unique button, interactions with a third-party form, or engagement with a custom feature on your storefront.

With Custom Event tracking, you can define your own test goal by embedding a small JavaScript snippet into your Shopify theme. Once set up, Shogun can track those interactions just like any other goal.

Want to learn how to set up a custom goal? See our Custom Events Setup Guide.