Choosing what metrics to measure in your A/B test will largely depend on what your business goals are and how you want to affect customer behavior. However, here are some of the most common metrics used in ecommerce A/B testing: Conversion rate. Click-through rate. Open rate. Leads. Average reading time. Bounce rate. To help you outline your goals and objectives, check out this A/B test tracking template from Hubspot, which outlines what variables you should test and provides a simple significance calculator to track your results.