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How do I increase conversions? This is a question that is near top-of-mind for all business owners with a WordPress website. One of the best strategies is to A/B test landing pages in WordPress. A/B testing can raise concerns about introducing website performance issues relating to resource allocation, page load speeds, and plugin or theme conflicts. However, thorough planning and close attention to detail will allow you to successfully test your pages and gain insights into improving your site’s performance.
This article will guide you in how to effectively A/B test landing pages in WordPress without hurting website performance.
“Thou shall not impact performance” should be your guiding principle for A/B testing in WordPress. But if you take an approach to A/B testing that includes running multiple scripts, Document Object Model (DOM) manipulation, or increasing the server load in any way, you may end up hurting your site’s performance. As much as possible, you want to avoid slowing your page load speed as this makes for a lousy user experience and it will negatively impact your SEO ranking. To continue providing a strong user experience, you will want to take a performance-focused approach to A/B testing using tactics that will not decrease your page load speed.
How do you do effective A/B testing in WordPress without impacting performance? This can be done by following a few guiding principles with your testing:
These principles can be applied to the three primary approaches to A/B testing in WordPress: lightweight WordPress A/B testing plugins, Google Optimize for server-side testing, and client-side testing.
The simplest and easiest route for gathering insights on landing page performance is using WordPress plugins specifically designed for A/B testing. When choosing among the many options available, you want to choose plugins that emphasize retaining normal page load speeds and running efficient code. A few options that meet this criteria include Thrive Optimize, Nelio A/B Testing, and OptinMonster.
The benefits of this approach to A/B testing are that these plugins easily integrate into your WordPress dashboard, they give you greater control to target specific user groups and WordPress components, and they are quicker and easier to set up compared to the other options.
The downside is that they can limit the scope of what you can test. Additionally, if they are not well-integrated with other plugins, you may encounter page performance issues. Proper configuration of these plugins is a must. Also avoid any unnecessary features that you don’t need and that could negatively impact page performance.
Longtime WordPress A/B testing resource Google Optimize is no longer available. The next-best equivalent is utilizing Google Analytics with a third-party A/B testing tool such as VWO or Optimizely to conduct your A/B testing. This approach enables you to focus on the server-side of the page load, which can help reduce the client-side load and provide a more accurate and reliable data flow. To do this, you’ll also need to configure Google Tag Manager (GTM) to send data to Google Analytics 4 from the server side.
Once you have a testing tool picked out and integrated with Google Analytics 4, you need to configure your variants and target groups and then proceed with your A/B testing. Data is sent to Google Analytics 4, which provides a variety of tools for you to analyze the gathered information. This approach requires a little more set up and fine-tuning, but the analysis tools available through Google Analytics 4 deliver detailed insights from your testing.
Client-side A/B testing involves running your experiments directly in the visitor’s browser by using Javascript snippets to manipulate the DOM. To successfully run client-side testing, you will want to use optimized JavaScript code to help avoid performance bottlenecks. You will need a third-party tool such as Optimizely Web Experimentation or VWO to manage your testing. To minimize the impact on your visitors’ page load performance it’s best to follow a few simple strategies:
To avoid the primary downside to client-side A/B testing, flicker, where the visitor sees the original page content before the modified version loads, it is helpful to use anti-flicker snippets to hide the original code while the modified version loads.
To derive the most value from your A/B testing in WordPress, focus on testing one element at a time to clearly determine the impact of each variation on visitor behavior. Tests need to be run for a sufficient duration to ensure a large enough pool of data is available for drawing insights from.
Once completed, your testing results should be carefully analyzed before making changes to your WordPress pages. You want to avoid false positives where data is misinterpreted and ensure there is statistical significance to observed visitor behaviors. As part of your ongoing practice, regularly review and remove old or inactive tests to ensure a high-quality visitor experience.
By being careful with the tools you use and following proven strategies, you can do effective A/B testing of landing pages in WordPress without harming your performance. Done correctly, A/B testing delivers valuable insights into how your visitors respond to your website, allowing you to take a data-driven approach to optimizing your website and ultimately converting more visitors.
Pressable makes it easy for you to conduct A/B testing in WordPress.
We provide a hosting foundation that delivers unmatched speed, security, and reliability. Your site’s page loads are optimized to deliver an efficient and reliable experience to your visitors. This gives you the technical confidence you need to focus on improving your visitor experience through extensive A/B testing, without worrying about harm to your rankings for search and appearances in generative AI.
Pressable—part of the Automattic family that also includes WordPress.com, WordPress VIP, and WooCommerce—offers experts with the skills and knowledge to effectively manage your WordPress site.
If you’re considering switching to managed WordPress hosting, schedule a demo to see how Pressable can support your ongoing optimization and growth.
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