Divi A/B Testing: A Beginner’s Guide

Conducting Divi A/B testing? Choosing between several designs for your pages? Thinking about what version would your target customers enjoy the most when they visit your Divi website?

Luckily, the A/B testing process is invented to help you choose the best possible variant of any page, element, or design for your website.

Through data-based decisions, A/B testing can help you improve every aspect of your Divi website, turning data into more conversions and a better experience for target users as a result.

In this beginner’s guide, we’ll explore Divi A/B testing, what steps you need to take to start testing elements on your website, and the tool that you need to use to split test your way to success. Let’s begin!

Table of Contents

What is A/B Testing?

A/B testing is a data-driven comparison of two or more versions from the same element or page. The process segments the traffic into multiple parts and versions to gauge which page variation delivers the best result according to the pre-defined metrics.

Without conducting A/B tests, everything you’ll do will come down to assumptions and, in most cases, trial-and-error that won’t lead to better results for your website. Moreover, A/B testing allows you to change testing goals for each optimization you plan to make.

Depending on what type of A/B tests you want to conduct, you can use an A/B test to improve the site’s conversion rate, reduce bounce rate, uncover visitor pain points, and redesign according to users’ preferences.

Essentially, A/B testing helps you reduce chaos and develop a robust strategy through a data-driven approach that can only lead you toward a better conversion rate.

What Can You A/B Test?

How you set your website and content determines how your target audience will react when they open one of your pages. Thus, everything you do on your website must be optimized to its full potential, particularly when the elements of your page can influence your conversion rate.  


Writing good copy is critical for conversion rate success. But how can you consistently deliver quality copywriting to your target readers? A/B testing can always resolve that dilemma.

For example, headings are the first thing visitors read when they open your pages. It is the aspect that gives them the first impression and helps them scan your content to determine if they’re in the right place.

This is why you need to ensure they’re on point. By A/B testing several versions of the headings and their writing style, you can analyze what catches users’ attention the most.

Furthermore, well-written content can make all the difference. With the right information, tonality, answers, and formatting of the relevant pieces of content, you can convince potential customers that you’re the right solution for them on the spot.

A/B testing different variations of your copy body can help you turn your website into a conversion magnet.  

Design and Page Layout

Every element of your page’s design can be equally important. But, sometimes, you may struggle to find the most critical aspects that can keep visitors on your Divi website.  

For example, besides page copy, for most websites that want to convert, imagery, videos, and graphics are equally important design elements that can help convince the visitor of the quality that you offer.  

A/B testing can help you discover what the most effective design elements for all of your pages are.

You can test practically every element or layout on your Divi website, experiment with various ideas, play around with white space and imagery, feature graphics and colors that accentuate the benefits of your offer, and try different layouts.

Website Navigation

Another website aspect that you can A/B test is navigation. It is perhaps the most critical way to plan your website structure, how the pages are linked, and how users can navigate each of them.

A/B testing can help you ensure that your Divi website is structured in a manner which allows users to easily find what they’re looking for with no more than few clicks. A fluid website navigation increases conversions because it creates a seamless experience for the target customers.

Website Forms

Forms help prospective customers contact your business, download an eBook, or subscribe to your newsletter. They’re an integral part of any marketing funnel. However, not all website forms are the same, and perhaps your current website forms don’t address the audience as they should.

With A/B testing, you can unravel why forms style and copywriting works the best and detect any form problem that can appear in some of the version, optimizing it successfully afterward.

CTAs (Calls-to-action)

The call-to-action is where all the marketing ‘magic’ happens. It’s the point when visitors decide if they want to continue with your business and convert or bounce from the page.

A/B testing allows you to test different CTA copies, colors, designs, and page placement, which can help you understand which CTA version has the best potential to bring you most conversions.

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Performing A/B Tests in Divi

Just like on every other WordPress website, practically everything can be tested on a Divi website as well. In most cases, Divi website owners use Divi Leads, Divi’s built-in split testing system that allows you to split test effortlessly for individual sections, rows or modules.


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For the purpose, we’re going to use an example landing page for an agency.

Divi A/B Testing example page

Now, how can we really know that each element on our sample page is effective enough to convert visitors? This is where A/B testing comes in handy!

For example, we might insert a new text in the headline, since we already know that how compelling the headline is can be directly correlated with whether the visitors keep browsing or leaving the page.

Furthermore, we can test different testimonials to see how each of them affects the conversion rate.

Testimonials for Divi A/B Testing

Also, we can test how different colors inside the CTA buttons and the surrounding area affect visitors’ desire to click on the button and proceed further with our business.

For the purpose, we’re going to test the most important part of our agency page that leaves the first impression on potential customers, the hero section copywriting.

Enable Divi Leads Split-Testing

Choose Enable Split Testing ‘On’ and click the ‘Save’ button. Afterwards, click ‘Proceed’ to allow Divi to walk you through the split-testing process. Then, use the yellow cursor to click on the Page Header section. Next, Divi is going to ask you to choose your goal.

Divi A/B Testing Select Goal

In our example, the goal would be for the page visitors to choose one of the plans at the bottom of the page. Click ‘Ok’ and choose the desired area of your goal with the blue circle cursor. Then, we can proceed by configuring our test variations.

Configure Subject Variations Divi A/B Testing

Now, if you go to the page builder again, you can see that the test subjects of you’re A/B testing process has become yellow, and the testing goal has become blue instead of their default Divi builder colors.

The above are the two different versions of the page header that will be shown to two different groups of visitors, which you can also duplicate further if you want to create more than two test subjects for the same goal.

Divi A/B Testing Goals

Let’s say you have two variations of the page header headline. One is more enticing for the visitors, and the other is more generic.

Thus, we will leave the first headline, ‘Divi for Business’ as it is, and we will go slightly more creative and actionable in our second version of the headline.

We click on ‘Save’, and now we’ve created our second, more compelling headline version. After this step, you can preview your page to see if both versions are being displayed, which means that you’ve configured your test subjects correctly.

After you save the page, the test is already running, and after users visit the page, they’d be shown one of the variations, and subsequently, Divi Leads is going to track and document which version is the most effective.

Divi knows that both header versions should lead users to the plans, the plans have buttons, and the clicks to those buttons are the most important metric of any given A/B test. Once the test is started, you can see that the stats icon appears in your builder, where the variations are defined.

Clicking on the icon will display the current test’s stats after real visitors visit your website. Once the visitors arrive on the page, the statistics will also start arriving in real-time.

After you’re satisfied with the collected data and you think that one of the versions of your testing variables has done better than the other, you can end the split test and pick your winner.

For a further breakdown of this example of A/B testing with Divi Leads and validated results, please visit and go through the detailed tutorial from Elegant Themes.

Over to You

A/B testing is not as complicated as it seems before you begin the process. It is arguably one of the most effective ways to improve the conversion rate of your Divi website!

Divi A/B testing with Divi Leads removes all the assumptions and provides you with all the data that you need to create headlines, calls-to-action, and landing pages that work and convert visitors faster than ever.

Using A/B testing will give you more opportunities to convert potential customers and a significant advantage over your competitors that still run their business on assumptions.