In e-commerce, which set of tests is commonly conducted?

• A. Price tests, color tests, and font tests
• B. Ad copy tests, landing page tests, and video creative tests
• C. Mobile responsiveness tests only
• D. Email subject line tests only

Answer: (B)

Experimentation across paid ads and landing experiences is central to optimizing e-commerce performance. Ad copy tests reveal which messaging resonates and drives clicks and conversions across platforms. Landing page tests fine-tune the post-click experience—the headline, hero section, and call-to-action—to boost conversion rates when visitors arrive. Video creative tests assess which storytelling, hooks, and pacing most effectively engage viewers and push them toward action. Together, these three areas cover the main levers of performance across the customer journey, from initial interest to final purchase, making them a common and effective set to test in e-commerce. Price, color, and font tweaks are more design- or pricing-focused and aren’t as broad a testing suite; mobile responsiveness and email subject lines are important but address narrower aspects or separate channels.