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Choosing Test Variables for WordPress A/B Experiments [2024] 💥

Choosing Test Variables for WordPress A/B Experiments

Website optimization is an ongoing process that demands regular updates to ensure your site meets your audience's needs. A crucial aspect of this optimization process is A/B testing, which allows webmasters and marketers to experiment with different versions of a webpage to identify which one yields the best results.

The process can involve tweaking anything from color schemes to call-to-action buttons, but how do you determine which variables to test in your WordPress setup? In this guide, we'll explore the process of choosing the right test variables for A/B experiments in WordPress and how one tool, in particular, can make this process more straightforward.


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The need for A/B testing in WordPress is evident. With countless themes, plugins, and customization options available, website owners have a plethora of choices to make regarding their site's appearance and functionality. However, making decisions based solely on personal preference can be detrimental to user experience and conversion rates. This is where A/B testing shines, allowing you to make data-driven decisions about the design and content changes on your website.

But here's the challenge: with so many possible variables to test on a website, which ones should you prioritize? The answer isn't straightforward, as it often depends on your website's unique goals and audience. However, before we delve deeper, let's consider a solution that simplifies the A/B testing process for WordPress users.

Introducing Divi's Split-Testing

Divi Theme is a powerhouse in the WordPress ecosystem. Among its numerous features is a powerful tool known as Divi's Split-Testing, or Divi Leads. This feature enables website owners to perform split tests right within the Divi Builder, testing anything from minute changes like button colors to entire page layouts.

Divi Leads integrates seamlessly with the Divi Builder, allowing users to create, manage, and track split tests using the modern front-end interface. This integration means that anything within the builder can be tested. As an example, you could test the efficiency of different headlines in grabbing visitors' attention, or even compare the success rate of various contact forms. With Divi's system, these tests can be executed smoothly without the need for third-party plugins or tools.

Setting up A/B Experiments with Divi

Starting a split test in Divi is uncomplicated. By right-clicking any element within the Divi Builder, you can select the "Split Test" option. The chosen element will be automatically duplicated, enabling customization of variations. The flexibility of Divi Leads ensures that users can create an unlimited number of testing variations, fine-tuning their experiments as required.

Once you've selected your split testing subject, you'll need to determine your goal. This goal is crucial, as it's the measure against which each variation's success is gauged. In Divi, any module, from the Email Optin module to the Contact Form, can be set as your goal. Depending on your chosen module, Divi Leads will track pertinent statistics to determine the conversion rate. For instance, if the Shop Module is selected as your goal, sales statistics will be monitored to gauge how changes influence sales.

A Practical Application

Consider a scenario where you run a local coffee roastery and utilize WooCommerce with Divi's Shop Module for sales. On your sales page, you might have a header module, some testimonial modules, and the shop module displaying your coffee varieties. The aim? Boosting conversions, i.e., more coffee sales. A pertinent question arises: which testimonials would most resonate with your audience and lead to increased sales? With Divi Leads, you can test different testimonials to determine their impact on conversions. The testimonial module becomes your split testing subject, and the shop module becomes your goal. Through Divi's advanced tracking system, you can discern which testimonials significantly enhance sales.

Viewing and Analyzing Results

With the test running, Divi Leads tracks the results in real-time. These results are presented through intuitive graphs, charts, and tables, providing clear insights into how each variation performs. Once sufficient data is gathered, identifying the winning variation becomes evident, allowing for its implementation on your site.


A/B testing is an invaluable tool for website owners, offering insights needed to make informed decisions about site design and content. With the Divi Review, it's evident that Divi's Split-Testing feature offers a streamlined, efficient approach to A/B testing in WordPress. By choosing relevant test variables and making data-driven changes, you can significantly enhance user experience and conversion rates on your site.

There are also 2 page builders that offer a very good AB testing system, called Elementor and ThriveThemes.


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