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

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Divi Leads or A / B Testing is an incredibly useful conversion testing and optimization system split by powerful statistics and insights that allows you to unlock the hidden potential of your website. With simple testing, you can make meaningful design decisions to drive user 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 split testing is simple: you make a change to your page (for example, change the content, size, color, or placement of text) and then test that change against the version of origin. Consider a classic sales page. At the top, we present our pitch in the form of a title (using the full width header module), followed by a list of customer stories (using the Testimonials module), then a Sales button (using the Call to Action module).

Le but of the page is to get as many people as possible to click your sell button and buy your product. 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 sell button on the page affect a visitor's propensity to click?

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

divi leads blogpascher wordpress.png

Split testing consists of two main components:object and  goal. The topic is the item you are testing and the goal is how to attribute success to your page. In the example above, we could use the Fullwidth header module as a 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 stats.

A more effective headline will lead to more user engagement, a lower bounce rate, and those engaged users will click your sell button more often. Since we chose the Call to Action module as our goal, A / B testing will follow CTA button clicks (in addition to other basic stats).

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

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 start a split test, open the settings on the Divi Builder page and activate 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 element will be duplicated so that you can configure different variations, each one presented to 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 Email Optin module, you can select Email Optin module on your page.

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

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activate the ab.png test

Choose your test subject

The first things the A / B test will ask you to do is 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 chosen and your sharing test has started, your test subject will be duplicated and you can start setting up the other variation.

In doing so, you can create and test an unlimited number of edits, including different content, design, and placement. You can make several variations by simply duplicating the test subject. For example, you can test 10 different headlines by testing your fullscreen header module, duplicating the test subject, and configuring all 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 testing will ask you to select your goal. Anything 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 a 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 have chosen your full screen header as the test subject and your Call to Action module as the objective, Divi Leads will display a different version of your FullWidth header for each visitor and will track the frequency with which each visitor clicks on the call to action module. Over time, one version of your full-screen header may increase click-through rates. Select your goal by clicking on it with your mouse

call to action split test ab divi.png

Displaying test results

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

statistical results test ab.png

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

Clicks

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

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Sales

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

Conversions

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 / Impression.

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 they land on your page, then immediately leave without consuming any content. The bounce rate is calculated by Bounces / Impressions. Lower bounce rates are greater than high bounce rates.

readings

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

Goal engagement

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

ab.jpg test statistics

Complete an A / B test

Once your test has gathered enough statistics and you have decided which variant of your test subject is most effective, you can complete the test and choose which version you want to keep. To end a test, right-click choose "End A / B test" or deactivate 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 test winner. Just click on the test subject you want to keep with your mouse. A / B testing will remove the remaining test subjects and the test will be terminated.

test ab selection of the test gagnant.png

Additional options

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

Bounce rate limit

This rate affects what is / is not considered a bounced visitor. Bounce visitors determine the bounce rate of the page, which is a great metric for determining visitor engagement levels. When a visitor comes to your page and leaves immediately, that visitor is considered a “bounce” and your bounce rate increases.

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

Statistics refresh interval

When a sharing test is in progress, Divi Leads tracks the user's engagement statistics to be displayed 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 per day.

Short code tracking

Shortcode tracking is used to track off-page goals. Place the Divi Leads shortcode tracker on any page of your website and the Divi Leads will track visits to that page as a separate conversion metric. For more details, keep reading.

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Shortcode plotter for off-page lenses

Shortcode tracking can be used to track off-page goals. These goals exist outside of the page being tested. For example, suppose you are testing your software company's lead generation page. You've created a new quiz with a fullscreen header module as the subject and an Email Optin module as the goal. The purpose of this page is to collect emails to import into your CRM system.

Once imported into the CRM system, an email marketing automation campaign is launched to encourage the person to purchase your software through a separate page. Once the sale is complete, customers are taken to a thank you / confirmation page on your website. This series of events is known as the “sales funnel”. In this case, the initial split testing focuses on the metrics for the first page of our funnel.

With the shortocde tracer, you can also track the number of people who complete the sales funnel and buy your product. Just copy and pass the tracking code into the content of the final thank you page, and Divi will track that measurement. Using 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 ecommerce 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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