Did you know that the average website conversion rate across all industries is just about 2.35%? In translation, for every 100 visitors to your website, only about 2 or 3 are likely to convert.
Statistics alone accentuate the need for effective conversion rate optimization tactics, and Divi A/B testing is a method that can always turn the tables in your favor.
When you work with a theme and builder like Divi, and you invest countless hours and resources into crafting a visually stunning website, you’ll want that work to be rewarded with high conversion rates that reflect the value you’re offering.
But, if that’s not the case, then it’s time to take control and make data-driven decisions that transform your website into a conversion-rate powerhouse.
Without further ado, let’s delve into the world of Divi A/B testing and discover how it can breathe new life into your website’s conversion rate.
Table of Contents
- Getting Started with Divi A/B Testing: Key Preparations
- Divi A/B Tests: From Creation to Analysis
- Wrapping Up
Getting Started with Divi A/B Testing: Key Preparations
Before you start conducting A/B tests on your Divi website, you need to lay the groundwork in order to make sure that the tests deliver accurate results.
The following are the essential steps you need to take before diving into the testing process.
1. Define Clear Goals and Metrics
A successful A/B testing campaign begins with a clear understanding of your goals and the metrics you’ll use to measure success.
What are you aiming to achieve? Increase newsletter sign-ups, product purchases, or some other specific action?
You need to have your primary and secondary goals in place, and determine the key performance indicators (KPIs) that will help you assess the effectiveness of the tests.
2. Identify Testable Elements
Not all website elements are equally impactful when it comes to conversion rates.
There are particular elements that have the potential to influence user behavior more than the rest, such as headlines, call-to-action buttons, images, forms, layouts, and more.
You need to focus on the elements that directly affect the user’s decision-making process. Here’s a systematic approach to help you identify the testable elements for your A/B tests:
→ Review Your Conversion Funnel: Identify the key stages visitors go through before completing a desired action (e.g., making a purchase or signing up).
→ Understand User Behavior: Identify areas where users may drop off or exhibit hesitation, which can indicate potential testable elements that could be impacting conversions.
→ Prioritize High-Impact Pages: Focus your efforts on high-traffic and high-impact pages such as your homepage, product pages, checkout process, and landing pages.
→ Consider User Experience Elements: These are the elements that directly impact user experience and are often prime candidates for testing. These could include:
- Call-to-Action (CTA) Buttons
- Images and Graphics
- Navigation and Menus
→ Analyze Page Layout and Design: The layout and design of your pages can significantly impact user engagement and conversions.
→ Focus on Copy and Messaging: Test variations in copy, headlines, and product descriptions can identify the messaging that resonates most with your audience.
→ Leverage User Feedback and Surveys: Collect user feedback and insights to identify pain points and areas of improvement that you may not have considered.
→ Consider Mobile and Responsive Elements: With the growing importance of mobile browsing, ensure that you test elements that impact mobile users.
By combining insights from user behavior analysis, conversion funnel assessment, and user feedback, you can systematically identify the most relevant and impactful testable elements for your Divi A/B testing efforts.
3. Develop Hypotheses
For each testable element of your Divi website, you need to formulate a hypothesis that explains why changing it could lead to improved conversions.
A well-structured hypothesis provides a clear rationale for your test and guides your decision-making throughout the process.
Here’s a step-by-step process for developing effective A/B testing hypotheses:
→ State the Current Situation (Control): Define the state of the element you want to test. This is often referred to as the “control” or the baseline version.
→ Formulate the Change (Variation): Based on your insights and intuition, propose a change to the element that you believe could lead to an improvement in conversions.
→ Explain the Hypothesis: The hypothesis outlines the expected impact of the change on user behavior and conversions. Use the “If-Then-Because” format to structure your hypothesis:
- If: Describe the change you’re making to the element.
- Then: Predict the impact this change will have on user behavior or conversions.
- Because: Explain why you believe this change will lead to the predicted impact.
→ Ensure Testability and Clarity: Make sure your hypothesis is testable. It should be clear whether the change can result in the desired outcome or not.
Keep in mind that A/B testing is an exploration process. Your hypotheses might not always hold true, but sometimes, tests yield unexpected insights that can lead to valuable optimizations.
4. Set Up Tracking and Analytics
When it comes to testing, it all boils down to data, and accurate data tracking is essential for meaningful A/B testing processes.
Make sure that you use tools like Google Analytics or built-in Divi tracking options to monitor user interactions and conversion events.
The entire conversion tracking process must be set up to measure the impact of your tests.
Explore tools like Google Optimize, Optimizely, or Divi-specific plugins that integrate seamlessly with the Divi Builder, which can streamline the testing process.
Divi A/B Tests: From Creation to Analysis
Once you have a solid foundation in place, it’s time to dive into the heart of Divi A/B testing—the execution phase.
1. Creating A/B Tests with 3rd-Party Tools in Divi
Divi’s A/B testing capabilities make it easy to set up and manage 3rd-party A/B tests without needing extensive technical knowledge.
NOTE: If you’re using a third-party testing tool or plugin, follow the tool’s instructions to set up your A/B test variations.
This might involve linking the original page and the variation, specifying conversion goals, and defining how the variations will be displayed to visitors.
Here’s how to get started:
→ Duplicate the Page: Create a duplicate of the page you’re testing. This duplicate will serve as the variation where you’ll implement your changes.
→ Make Changes: Using the Divi Builder, make the specific changes you hypothesized could boost conversions.
→ Save and Exit: Once you’re satisfied with the changes, save the variation and exit the Divi Builder.
2. Setting Up A/B Test Variations With Divi Leads
If you’re using Divi’s built-in A/B testing tool—Divi Leads—navigate to the page you want to test and click on the “Enable Divi Leads Split Testing” option.
Afterwards, click ‘Proceed’ to allow Divi to walk you through the split-testing process.
Use the yellow cursor to click on the Page Header section. Next, Divi is going to ask you to choose your goal.
Click ‘Ok’ and choose the desired area of your goal with the blue circle cursor. Then, proceed by configuring the variation you created in the Divi Builder.
If you go to the page builder again, you can see that the test subjects of your A/B testing process have become yellow, and the testing goal became blue instead of the 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.
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.
For a further breakdown of A/B testing with Divi Leads and validated results, please visit the detailed tutorial from Elegant Themes.
3. Running and Monitoring Tests
Once your A/B test is live, it’s essential to monitor its progress:
→ Data Collection: Allow the test to run for the predetermined duration, ensuring that a representative sample of visitors has seen each variation.
Ensure that visitors are randomly assigned to the control group (original) and the variation group. This helps you minimize biases and ensures that the two groups are comparable.
Your A/B tests should run for a long enough duration to capture a representative sample of visitors’ behavior. This is particularly important if your Divi website experiences traffic fluctuations due to factors like weekdays versus weekends or different time zones.
→ Regular Checks: During the testing phase, regularly check the testing tool or plugin’s dashboard to track how each variation is performing. Pay attention to metrics like conversion rates, bounce rates, and engagement.
Frequently monitor your A/B tests to ensure that they are running correctly and that the tracking is functioning as intended. Address any technical issues promptly to prevent data inaccuracies.
4. Analyzing Results and Making Decisions
After the test period concludes, it’s time to analyze the results:
→ Statistical Significance: Use statistical significance tools to determine whether the observed differences in conversion rates are statistically meaningful or if they could have occurred by chance.
Online A/B testing calculators and statistical tools can simplify the process of calculating statistical significance. These tools often require you to input the number of visitors, conversions, and other relevant metrics from both the control and variation groups.
Some of the most practical tools are:
- AB Test Guide Calculator
- AB+ Test Calculator by CXL
- Survey Monkey AB Testing Calculator
- VWO A/B Test Statistical Significance Calculator
- AB Tasty Sample Size Calculator
By integrating statistical significance analysis into your A/B testing process, you ensure that your decisions are based on reliable data and help prevent making changes based on random fluctuations.
→ Comparative Analysis: Compare the performance of the original page and the variation. Analyze which elements led to changes in user behavior. Did your hypotheses hold true, or were there unexpected insights?
→ Implementing Changes: Based on the results, identify the winning variation and implement its changes on the original page. You can use Divi’s built-in A/B testing tool to automatically switch to the winning variation.
5. Iterative Testing and Improvements
Remember, A/B testing is an ongoing process. As you implement changes and observe the results, continue testing other elements to fine-tune your website’s performance.
You need to continuously, and regularly revisit your testing calendar and refine your strategy based on new insights.
As soon as you verify the improvement in the conversion rate for the particular element that you test for, you’ve successfully executed your first Divi A/B test.
By consistently applying this process to different elements, you’ll steadily improve your conversion rates, provide a better user experience, and achieve your business goals.
Divi A/B testing is a powerful technique that empowers you to make informed decisions about your website’s design, layout, and content.
By following the steps outlined in this guide, you’ve unlocked the ability to optimize your conversion rate and ultimately drive better results from your Divi website.
Remember, successful A/B testing requires a blend of creativity, data analysis, and a commitment to continuous improvement.
As you continue on your conversion rate optimization journey, you’ll discover that the insights gained through A/B testing will not only boost your website’s performance but also enhance your understanding of your audience’s preferences and behaviors.
So, embrace the power of Divi A/B testing, experiment with confidence, and watch as your website’s conversion rate soars to new heights. Go for it!
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