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What is an A / B test and how to do it on Divi

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Divi Leads or Test A / B is an incredibly useful system of testing and optimizing conversions divided by powerful statistics and information that allow you to unlock the hidden potential of your website. With simple tests, you can make meaningful design decisions to increase customer engagement and sales.

Le Split Testing (another name of the A / B test) is something everyone should do !

What is split testing?

The idea behind the split test is simple: you make a change to your page (for example, changing the content, size, color, or placement of the text), and then test that change against the version of origin. Consider a classic sales page. At the top, we present our argument in the form of a title (using the full-width header module), followed by a list of customer testimonials (using the Testimonials module), then a Sales button (using the call to action module).

Le but of the page is to make as many people click on your sales button and buy your product as much as possible. But how do you know if your sales page is really effective? How can different value propositions in the title affect the bounce rate? How can different testimonials affect a visitor's willingness to buy? How can the size, color and position of your sales button on the page affect a visitor's propensity to click?

Each of these elements can be transformed into a split test subject to determine exactly how they affect the conversion rate of a desired goal.

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Split tests consist of two main elements: theobject and the goal. The subject is the element you are testing and the goal is to know how to attribute success to your page. In the example above, we could use the Fullwidth header module as the test subject and the Button module as the goal. Then, you can configure different variations of your title to determine how each version affects user engagement statistics.

A more effective title will result in greater user engagement, a lower bounce rate, and these committed users will click your push button more often. Since we chose the Call to Action module as the goal, the A / B tests will follow the clicks on the CTA button (in addition to the other basic statistics).

Each version of your test subject will be shown to different visitors and over time, conversion rate differences will appear. By using these statistics, you can make an informed decision as to which title is best. This test will show us how the different versions of our header affect clickthrough rates on our button, and we can make an informed decision about the higher version.

Similar sharing tests can be done for each element of your page. conversion rate of your page in leaps and bounds!

title variation divi.png

Start your first test

To begin a split test, open the settings on the Divi Builder page and enable the split test feature. After clicking "Save", you will be prompted to configure your test.

During this process you will be asked to do two things:

  1. Choose your shared test topic
  2. Choose your shared test goal.

The subject is the article you want to test. This item will be duplicated so that you can configure different variations, each being presented to the different visitors. The goal is what you want your visitors to do on your page. Depending on the objective you choose, the Divi Leads will follow the relevant statistics. For example, if you are testing a landing page and your goal is to get leads using the Email Optin module, you can select the Email Optin module on your page.

The A / B test will then track how each of your subject's variations affects the conversion rates of the email optin. If the purpose of your page is to sell items through your WooCommerce store, you can select the e-commerce module as the goal. In this case, Divi Leads will follow the sales. If you have a simple page with a standard call-to-action button on which you want users to click, you can assign the Action or Action module for your goal and Divi Leads will track clickthrough rates.

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activate the ab.png test

Choose your test subject

The first things that the A / B test will ask you to do is to choose your test subject. Everything on your page can be tested. On Divi, your test subject can be any module, line or section. Once your test subject has been selected and your sharing test has started, your test subject will be duplicated and you can start configuring the other variation.

By doing so, you can create and test an unlimited number of changes, including different content, design, and positioning. You can make multiple variations by simply duplicating the test subject. For example, you can test 10 different titles by testing your full-screen header module, duplicating the test subject, and configuring the 10 variations. Select your shared test subject by clicking on it with your mouse.

select a topic divi.png

Selecting your goal

Then the A / B tests will ask you to select your goal. Everything on your page can be used as a goal. In Divi, your goal can be any module, line or section. Depending on the object you choose as the goal, Divi Leads will track user engagement statistics. Over time, you will be able to see how each version of your test subject affects the conversion rate to the specified goal.

For example, if you chose your full-screen header as your test subject and your Call to Action module as your goal, Divi Leads will display a different version of your FullWidth header for each visitor and will track how often each visitor clicks on the call-to-action module. Over time, a version of your full-screen header may increase clickthrough rates. Select your goal by clicking on it with your mouse

call to action split test ab divi.png

Displaying test results

Once your split test is set up, you will have to wait for the traffic statistics to be collected. Divi Leads will show each variation of your test subject to different visitors and collect information for each. You can view your current test results by clicking the Statistics icon at the top of Divi Builder.

statistical results test ab.png

Depending on the objective you choose, Divi Leads will follow different statistics:

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This shows you how many times your goal has been clicked. The click rate is calculated by: Clicks / Impressions.


This shows you how often a WooCommerce product has been purchased. The sales rate is calculated by sales / impressions.


This shows you how often a form has been submitted (for example, a contact form or an optin email form). The conversion rate is calculated by Conversions / Printing.

Rebound rate

This shows you how often visitors stay on your page and how often they bounce. A visitor is considered to have "bounced" when it lands on your page, then leaves immediately without consuming content. The bounce rate is calculated by Bounces / Impressions. Lower bounce rates are higher than high bounce rates.


This shows you how often visitors read your goal. For example, if you set a text module at the bottom of your page as a goal, the read rate will tell you how many visitors actually scrolled through your page and read that text module. The reading rate is calculated by Reading / Impressions.

Goal commitment

This statistic is a little different because it does not take into account the subject of the test. The only purpose of this statistic is to determine the effect of your goal, regardless of all other factors. The engagement rate is calculated based on objective readings and goal impressions. For example, a successful test subject can be thwarted by a goal that is absolutely unattractive and ignored.

ab.jpg test statistics

Complete an A / B test

Once your test has collected enough statistics and you have decided which variant of your test subject is most effective, you can complete the test and choose the version you want to keep. To complete a test, right-click on "Complete A / B Test" or disable the sharing test in the settings of the Divi Builder page.

Once you have chosen to end your test, Divi Leads will ask you to select the winner of the test. Just click on the test subject you want to keep with your mouse. The A / B test will remove the remaining test subjects and the test will be completed.

test ab selection of the test gagnant.png

Additional options

Once the sharing test has been enabled for the current page, some conditional options will appear in the Divi Builder Page Settings pop-up. These parameters are as follows:

Bounce rate limit

This rate affects what is / is not considered a rebounded visitor. Bouncing visitors determine the page's bounce rate, which is an excellent indicator for determining visitor engagement levels. When a visitor arrives on your page and leaves immediately, this visitor is considered a "rebound" and your bounce rate increases.

The lower your bounce rate, the better. The limit of the bounce rate determines what is considered a bouncing visitor. By default, any visitor who arrives on your page and leaves in the 5 seconds is considered a rebound. However, you can change this value using the Bounce Rate Limit setting.

Interval of updating statistics

When a sharing test is in progress, Divi Leads tracks the user engagement statistics to display in the statistics window. By default, these statistics are updated once per hour and are cached in the WP database. However, if you want to reduce the server resource used by Divi Leads, you can reduce this frequency to once a day.

Short code tracking

Short code tracking is used to track off-page goals. Place the Divi Leads short code tracker on any page of your website and Divi Leads will track visits to this page as a separate conversion measure. For more details, keep reading.

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Shortcode plotter for off-page lenses

Tracking short codes can be used to track off-page goals. These goals exist outside of the page being tested. For example, suppose you test the lead generation page of your software company. You have created a new test with a full-screen header module as the subject and an Email Optin module as the goal. The purpose of this page is to collect the emails to import into your CRM system.

Once imported into the CRM system, an e-mail marketing automation campaign is launched to encourage the person to purchase your software via a separate page. Once the sale is complete, customers are directed to a thank you / confirmation page for your website. This series of events is known as the "sales funnel". In this case, the initial split test focuses on the metrics for the first page of our funnel.

Thanks to the shortcod plotter, you can also track the number of people who complete the sales funnel and buy your product. Simply copy and pass the tracking code into the content of the final thank you page, and Divi will follow this step. With this same logic, short code tracking can be used to track any number of things. It can be used to track sales in third-party e-commerce plugins, leads generated by a third-party opt-in system, or anything else!

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That's all for this tutorial, I hope it will allow you to better manage the A / B tests on Divi.

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