What is A/B testing?
A/B testing, also known as split testing, is a method for testing two slightly different versions of the same content.
Each version is displayed to a different portion of your audience. Then, engagement and conversions are tracked to determine which version will provide higher conversions when published.
Alternatively, you can also test more than two variants, which you’ll sometimes see referred to as A/B/n testing.
The most effective split testing only changes one element for each variant. This makes it easy to determine how that one change impacts performance.
You may also encounter the phrase “multivariate testing.” This is similar to A/B testing except that it tests multiple variables (and combinations of variables) at the same time.
This can be faster if you’re good with data but it can also make it difficult to understand what specific change is making a certain version perform better.
In contrast, A/B tests only test a single variable at a time (though this variable could be as large as an entirely different page).
Why do A/B testing?
There are a few reasons to do split testing:
In short, A/B testing can help you make changes to your site that actually work, drawing in more people and getting more conversions from the visitors already on your site.
How to run an A/B test in five steps
Now, let’s look at what it’s like to run an A/B test in general. Then, in the next section, we’ll share some specific WordPress A/B testing tools that you can use to implement these principles on your site.
1. Choose the content you want to test
The first thing you’ll need to do is pick a page or post to run your test on. There are three categories of content you may want to run tests on:
Create a list of content to test based on these categories. You’ll probably want to run two to three tests at a time, but for now, choose one piece of content and move on to the next step.
2. Choose the goal of your test
Next, you need to establish what you want to get out of your test. Do you want the page you’re testing to attract a lot of viewers to your website? Send people to a specific link? Convince people to buy something?
Your answer will determine the metric you want to test for:
You also need to decide what counts as a meaningful enough difference for you to choose a particular piece of content.
For example, if you’re testing an updated version of existing content you might decide that you’ll only switch to the new version if it brings in at least 10% more conversions.
Most quality A/B testing tools include features to help you determine if a change is statistically significant or just noise.
3. Decide how to vary your content
Once you know what your goal is, you’re ready to decide how to vary the content. You can test any element of your content, including:
Remember to choose one element and one variation to test at a time. This makes it easier to identify the variable causing an increase or decrease in views, click-throughs, or conversions.
4. Set up your A/B test
Now you’re ready to implement your A/B test. The process for this will vary slightly based on the tool you’re using, but in general it will look something like this:
When the test is activated, your A/B testing WordPress tool will automatically split traffic to the content, showing each variation to different people. Some tools may also let you customize how traffic will be split between the two versions.
5. Choose the best variation
The final step is to track your goal metrics over time so that you can choose the best version of your content to publish. There are a couple of ways to do this:
You can then either publish the content or create new variations to run it through more A/B tests.
What are the best tools for A/B testing WordPress?
There are several A/B testing plugins for WordPress. Here’s a quick overview of my three favorites to help you choose:
Nelio Testing is an advanced testing plugin that lets you run split tests and multivariate tests on every aspect of your WordPress site. This includes posts, pages, custom post types, headlines, WooCommerce products, themes, and even CSS.
You can also use Nelio Testing to generate heatmaps, showing you where visitors spend the most time on a given page or post.
🧐 Who this tool is best for
Nelio Testing is ideal if you want the option to run A/B tests on every aspect of your WordPress site, not just your landing pages.
Google Optimize is the A/B testing solution created by Google. You can run regular A/B tests, split tests, URL redirect tests, and personalization tests. There are also more advanced features like server-side experiments.
The one downside of Google Optimize is that it won’t integrate directly with your WordPress site. However, there is a Chrome extension that makes it very easy to set up your variants using a visual interface that works kind of like a WordPress page builder.
The interface will automatically import your WordPress content and you never need to interact with any code.
Google Optimize is 100% free.
🧐 Who this tool is best for
Google Optimize is ideal for anyone who wants to run free A/B tests and who doesn’t mind running those tests outside of their WordPress admin panel.
Despite its free price tag, Google Optimize is still one of the most powerful A/B testing tools out there.
Thrive Optimize is a specialized A/B testing tool for WordPress pages, specifically pages designed with the Thrive Architect page builder. This plugin makes it easy to set up tests, duplicate content, and track a variety of metrics. You can even set it to choose the winner automatically when the test is complete.
Thrive Optimize works on pages built by the WordPress block editor but doesn’t work on pages created with third-party page builders. Thrive Optimize also isn’t compatible with WordPress posts.
You can buy Thrive Optimize + Thrive Architect for $167/year. You can also get these plugins bundled into the full Thrive Suite for access to a form builder, course builder, and more.
🧐 Who this tool is best for
Thrive Optimize is a great choice if you only want to test WordPress pages built with the Gutenberg editor and/or if you’re already using Thrive Architect to build your pages.
However, it won’t work if you want to A/B test content from another plugin, such as a design that you’ve created with Elementor.
🏁 Final advice on A/B testing WordPress
Split testing can help you create better content and, over time, develop an understanding of the choices that impact how your audience responds to content. You can run your first A/B test in five steps:
Do you still have any questions about A/B testing WordPress content? Let us know in the comments!
This content was originally published here.