A/B Testing - Create Variations

As A/B Testing is about creating new versions of an application or a website page and then comparing all versions to see the conversion rate. You can improve the conversion rate by investigating the statistics to check new variations.

There are various types of variations that can be applied to an object like utilizing bullets, changing numbering of the key elements, changing the font and color, etc. There are many A/B Testing tools in the market that has a visual editor to make these changes effectively. The key decision to perform A/B Testing successfully is by choosing the correct tool. Some of the most normally available tools are −

  • Visual Website optimizer (VWO)
  • Google Content Experiments
  • Optimizely

Visual Website Optimizer (VWO)

Visual Website Optimizer empowers you to test different versions of a same page. It also contains ‘what you see is what you get’ (WYSIWYG) editor that enables you to make the changes and run tests without changing the HTML code of the page. You can update headlines, numbering of elements and run a test without making changes to IT assets.

To create variations in VWO for A/B Testing, open your website page in the WYSIWYG editor and then you can apply the below changes to the website page −

  • Change Text
  • Change URL
  • Edit /Edit HTML
  • Rearrange
  • Move
  • Resize
  • Hide
  • Remove
  • Change CSS


Google Content Experiments

This permits you to create up to five variations of any web page and then load all pages to Google Analytics to perform A/B Testing. Google Content Experiment is utilized to measure the results of all the variations and to decide the variant with the maximum conversion rate. The primary advantage of using Google Content Experiments is that it is a freeware from Google, but you have to load the variants into Google Analytics to perform the test.


Optimizely is a device used to perform A/B Testing, multivariate testing on a web page or on a mobile app and permits you to compare different versions of a web page or an application to decide, which variety provides a better conversion rate for your business.

This software can run on your webpage by executing a single line JavaScript snippet. Snippet is defined as single line code that will load Optimizely on your webpage and change the visitors experience on your site.

To test a mobile application utilizing Optimizely, it runs via a Software Development Kit for iOS and/or Android. Optimizely running on your site collects data of site visitors and conversion rate and runs them on Stats Engine to determine, which variation is a winner or a loser. Once these stats are compared to target goals and set metrics, they help you to make decisions about the variation to be applied on the site.

Optimizely permits you to perform these tests −

  • A/B Test that compares different URLs.
  • A/B Test that runs across multiple pages, flows, and so on.
  • Run various variations for different set of audiences.
  • To apply hot fixes on a webpage for all the visitors.

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