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Testing Tools and Techniques for WordPress

Use data to refine messaging and design.

How to Run Split Tests for Better Website Conversion: Tools, Strategy, & Best Practices

Split testing (also known as A/B testing) lets you experiment with different website elements—like call-to-action (CTA) buttons, headlines, or layouts—to learn what actually drives more clicks and conversions. Here’s how to run split tests using popular tools and make sense of the results.

1. Why Run Split Tests?

  • Data-Driven Decision Making:
    Instead of guessing what works, test it. Split testing helps you optimize landing pages and websites for real-world results.
  • What Can You Test?
    • CTA button text, color, or placement
    • Headlines and subheadings
    • Page layouts or images
    • Forms and length of required fields

2. Tools for Split Testing

  • Google Optimize:

    • Free tool for running A/B or multivariate tests.
    • Integrates with Google Analytics, making it easy to track conversions and engagement.
    • Set up tests for any page or element with simple code or by connecting to Google Tag Manager.
    • Note: Google Optimize is deprecated after September 2023; consider alternatives like VWO, Optimizely, or Convert if unavailable.

  • Elementor Experiments (WordPress):

    • Built into the Elementor Pro plugin.
    • Allows you to create multiple variants of buttons, headlines, or entire sections directly within your WordPress site.
    • Easy setup: no code needed.
    • View which version gets the most conversions right in your dashboard.

3. How to Set Up a Split Test

A. With Google Optimize (or Similar A/B Tools):

  1. Choose the page and element you want to test (e.g., CTA button color).
  2. Define your “Original” and “Variant” versions.
  3. Set the objective (like form submissions or button clicks).
  4. Launch the experiment—half of your traffic sees the original, half sees the variant.
  5. Review analytics after sufficient data (usually a few hundred visits per variant) and determine which version wins.

B. With Elementor Experiments:

  1. In the WordPress editor, select the section or widget to test.
  2. Create at least one variation (e.g., different headline or button).
  3. Set traffic split percentages (commonly 50/50).
  4. Enable the experiment and monitor results from the Elementor dashboard.

4. Best Practices for Effective Split Testing

  • Test One Change at a Time:
    Keep experiments focused—change only one element per test for clear results.
  • Define Clear Goals:
    Set measurable objectives (e.g., “increase signups,” “boost click-through”).
  • Run Tests Long Enough:
    Wait until you have a statistically significant sample size before declaring a winner.
  • Use Visual Analytics:
    Pair A/B tests with heatmap tools (like Hotjar or Microsoft Clarity) to see how real users interact with your site.

5. Real-World Example

  • Scenario: Testing a green “Get Started” button vs. a red “Join Now” button.
  • Result: After 1,000 visits, the green button resulted in 30% more form submissions.
    Action: Update all pages with the winning button.

Summary:
By using tools like Google Optimize or Elementor Experiments for split testing, you can make smart, data-backed improvements to your website—leading to higher conversions and better results from your digital marketing efforts.