WordPress is the most widely used content management system in the world - and for good reason.
It impresses with its flexibility, user-friendliness and a huge selection of plugins and customization options.
However, this versatility also brings with it some special requirements that you should consider when A/B testing on WordPress.
Find out what you need to know to get the best out of your tests here.
Table of contents
The basics: What is A/B testing anyway?
A/B testing, also known as split testing, is a data-based method of finding out which of two variants performs better. One group of visitors is confronted with variant A (e.g. a blue button) and another group with variant B (e.g. a green button). By comparing the results - whether through clicks, purchases or other metrics - you can find out which variant your target group prefers.
This is a powerful tool for WordPress websites. Whether you run blog articles, landing pages or online stores, A/B testing helps you to make targeted optimizations. Instead of guessing in the dark or changing everything at once, you can test what actually works based on data - and get the most out of your traffic without spending extra money on advertising.
If you are new to the concept or would like to familiarize yourself with it first, we recommend you take a look at our basic article on the A/B testing to throw. There we explain step by step why this method is so effective and how you can use it effectively.
In short, A/B testing is the data-driven way to improve your WordPress website, increase visitor engagement and maximize your sales. The best thing about it? You don't have to risk radical changes. Instead, you can test small adjustments in a targeted manner and only adopt what really works for all visitors - making your project sustainably successful, step by step.
Inserting A/B testing tools correctly on WordPress websites
In order to use A/B testing tools, it is important to know that they are integrated into the website via so-called snippets. A snippet is a small piece of code that you add to your website. This code connects your website to the A/B testing tool.
Integrating a snippet for A/B testing tools into websites and store systems is generally uncomplicated, but essential for carrying out tests successfully. A snippet is a small JavaScript code that you integrate into your website. It acts as a link between your site and the A/B testing tool. This makes it possible to deliver the different variants of your content to visitors and collect the necessary data, such as clicks, conversions or dwell time.
A correctly integrated snippet ensures that your tests run smoothly and that your site is not affected by delayed loading or visual disturbances such as "page flickering". Page flickering occurs when the visitor briefly sees the original version before the test version is loaded - a problem that can occur especially with poorly implemented snippets.
It is recommended to execute the JavaScript snippet as early as possible when loading the page. In this way, the content of the test variants can be loaded in good time and displayed correctly. This is particularly important to ensure a positive user experience and valid test results.
There are several options for adding snippets in WordPress, each of which has different advantages and disadvantages. Choosing the best method depends on your specific requirements and your technical know-how. Whether you are a beginner or an advanced user, the right integration method will determine the success of your tests and the performance of your site.
Insert snippet into theme code
The first way to insert snippets is to insert the code directly into your WordPress theme files. Normally, you would insert this code into the functions.php file or into a template file. To do this, proceed as follows:
- Go to Design > Theme Editor
- Select the file in which you want to insert the snippet, e.g. functions.php
- Paste the code into the file
- Save the changes
Attention: This method is risky if you are not familiar with the structure of WordPress themes. Errors in the code can cause your site to stop working. In addition, changes will be lost when you update the theme.
Use of plugins for snippet management
With a snippet plugin, you can easily manage code snippets without having to edit your theme's files directly. You simply insert the snippet into the plugin, give it a name and activate it. The plugin then ensures that the code is executed in the right place on your page. This method is safer and more user-friendly, as you can adjust or deactivate the code at any time without jeopardizing the website.
Attention: One possible disadvantage is that installing too many plugins can affect the loading speed of your page. In addition, the snippet may not be executed early enough in the loading process, which could be problematic for A/B tests.
Integrate snippet with Google Tag Manager (GTM)
Another very flexible method of adding snippets is the Google Tag Manager. This solution is particularly beneficial if you want to include many different snippets, as it makes maintenance easier and you can manage all tags in one place. One downside is that setting up GTM can be a little more complex at first, especially if you're new to the tool.
If further information on the integration of Varify.io on websites is required, this can be found in the User documentation available.
Special features of A/B tests in WordPress
Once the snippet has been integrated, you can get started with your A/B tests straight away. WordPress offers you a great basis for this, but there are some special features of this CMS in particular that you should be aware of. From plugin management to performance optimization, there are specific challenges that can affect the success of your tests.
Simple split URL tests
A big advantage of WordPress is that split URL tests (also known as split tests) are relatively easy to implement. Thanks to the flexibility of WordPress, you can quickly duplicate pages to create different versions for your test. Simply duplicate the existing page or post, adjust the content or design according to your test criteria. Duplicating pages is possible directly via the WordPress dashboard.
Slow loading times due to many plugins
A common problem with WordPress websites is overloading due to too many plugins. WordPress offers an enormous selection of extensions, but if too many plugins are installed or poorly optimized plugins are used, this can significantly affect the loading speed of the website. It is therefore particularly important to pay attention to the loading time of the snippet when choosing an A/B testing tool. Varify.io is particularly suitable here: The very small and optimized snippet loads quickly, which minimizes the risk of page flickering and does not negatively affect the performance of the page.
What can you test on WordPress sites?
Now that everything is ready for your tests, the question is: which areas of your website should you test to get the most potential out of it? Thanks to its flexibility and customization options, WordPress offers you numerous starting points for making targeted optimizations. From visual elements to user guidance, there are many exciting areas that you can try out.
1. headings
The headline is one of the most important elements of any page, as it often determines the first impression. You can test it:
- Different formulations (questions vs. statements)
- Shorter vs. longer headlines
- The addition of keywords or emotional language
2. call-to-actions
CTAs are crucial for persuading visitors to take action. Test
- Different colors for buttons (e.g. eye-catching vs. discreet)
- Variations in the text (e.g. "Start now" vs. "Try for free")
- Positioning of the CTAs on the page (e.g. top, center or bottom)
3. pictures and illustrations
Visual elements influence how visitors perceive and interact with your site. You can try it out:
- Different image styles (e.g. photos vs. illustrations)
- Pictures with people vs. without people
- Dynamic vs. static images
4. forms
Forms are often a critical point for conversions. Test:
- Number of fields (minimalist vs. detailed)
- Labels for the fields (e.g. "First name" vs. "Your name")
- Inline help texts or placeholders for input
6. menu layouts
Navigation is a central element of the user experience. Experiment with it:
- Different menu arrangements (e.g. horizontal vs. vertical menus)
- Shorter vs. more detailed menus
- Hover effects or color highlighting
7. widgets
Widgets are ubiquitous on WordPress sites, whether as a search bar or social media integration. Test:
- Placement of the widgets (e.g. in the sidebar vs. in the footer)
- Design variations (minimalist vs. eye-catching)
- Adding animations for interactivity
8. themes
The selected theme shapes the overall appearance of the website. Try it out:
- Different color palettes within the theme
- Fonts (classic vs. modern)
- Mobile optimization and responsive behavior
9. design and layout
The layout is crucial for readability and the user experience. Test:
- Use of white space (lots vs. little)
- Positioning of key elements (e.g. navigation, hero images)
- Background colors or textures
10 WooCommerce elements
There are numerous optimization options for online stores. Test:
- Display of product images (galleries vs. individual images)
- Variants of "Add to cart" buttons (e.g. size, color)
- Optimized checkout processes (individual steps vs. everything on one page)
Conclusion
A/B testing on WordPress websites is a valuable way to optimize performance and improve the user experience. Despite the many benefits that WordPress offers, there are some specific aspects you should consider to ensure that your tests run smoothly and don't have a negative impact on loading speed or usability. With the right tools and methods, you can get the most out of your tests and make your website even more successful.
