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How to Do A/B Split Testing in WordPress Using Google Optimize

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Do you want to run A/B split tests on your WordPress site to improve conversions?

Split testing helps you understand how small changes in content and design affect user behavior. You can create different versions of a landing page and see which one converts the best.

In this article, we will show you how to easily do A/B split testing in WordPress using a Google Optimize alternative.

How to Do Split testing in WordPress using Google Optimize

What Is A/B Split Testing?

A/B split testing is a technique that allows you to compare two versions of the same web page against each other so you can determine which one performs better and produces better results.

Marketers use A/B split testing for their landing pages to find out which one gets them more conversions and sales.

Split testing can be used to test any element on the page, including call-to-action buttons, color schemes, layout changes, marketing text, images, and more.

Basically, you show different variations of a page to your audience. After that, you track user engagement and conversions to find out which variation gives you the best results.

Split testing explained

How to Do A/B Split Testing in WordPress

Before we move forward, there are a few things you will need for this tutorial.

First, you should know that Google Optimize sunset on September 30, 2023. Google announced that it would be investing in A/B testing in Google Analytics 4, which is the latest version of the famous analytics platform.

This means that you can no longer access your experiments, personalizations, and historical data in Google Optimize. When you open your account, you’ll see a message at the top showing that the tool is now sunset.

Google Optimize sunset

That said, we will show an alternate way of A/B testing in WordPress using Thrive Optimize. It is a great Google Optimize alternative, as it is easier to use and helps conduct experiments in WordPress.

Let’s see how to do A/B split testing in WordPress.

A/B Testing in WordPress Using Thrive Optimize

Thrive Optimize is part of the Thrive Theme suite that lets you run experiments and split tests in WordPress.

Since Google Optimize is no longer available, Thrive Optimize is a great alternative to conduct A/B tests. It offers more features, and you don’t need to enter a code to run a split test. Plus, it will keep your experiment data safe.

First, you’ll need to visit the Thrive Themes website and sign up for an account.

Thrive Theme

After creating an account, you can download the Thrive Product Manager plugin from your account area.

Next, you’ll need to install and activate the Thrive Product Manager plugin. For more details, please see our guide on how to install a WordPress plugin.

From here, you can go to the Product Manager page from your WordPress dashboard and click the ‘Log into my account’ button.

Go to Thrive product manager

On the next screen, you’ll see different Thrive Theme products.

From here, you’ll need to install Thrive Optimize and Thrive Architect. Simply check the ‘Install Product’ options and click the ‘Install selected products’ button.

Install thrive optimize and thrive architect

If the products don’t automatically activate, then you will need to head back to the Product Manager page again from your WordPress dashboard and activate Thrive Architect and Thrive Optimize.

You should now see a success message once the plugin is installed.

View success message

Next, you’ll need to head to Thrive Dashboard » Thrive Optimize from your WordPress admin panel.

After that, you can add a new page by going to Pages » Add New from your WordPress admin panel. Once you are in the content editor, simply click the ‘Launch Thrive Architect’ button.

Edit with Thrive Architect

Next, Thrive Architect will ask you what page you would like to create.

You can create a normal page, a blank page with a header and footer, a completely blank page, or select a pre-built landing page. For this tutorial, we will select the ‘Pre-built Landing Page’ option.

Select the type of page you want to create

There are many pre-built landing page templates to choose from.

Simply select one and edit your page.

Select landing page template

In the Thrive Architect page builder, you will see an A/B testing option in the right panel.

Go ahead and click the ‘A/B’ icon.

Click split testing icon

Next, you can create different variants for your page for split testing.

We recommend clicking the ‘Duplicate this variation’ button for your control page. This will create a clone of your main page, so you won’t have to create the landing page all over again from scratch.

Create a duplicate variation

You will now see a duplicate variant of your landing page.

Go ahead and click the ‘Edit Variation’ button to make changes.

Edit your variation

Next, you can edit the landing page to split-test different elements.

For example, we will change the color of the call to action (CTA) button. Once you are done, click the ‘Save Work’ button at the bottom.

Make changes to variations

Now, you can click the ‘A/B’ button from the panel on the left to go back to the A/B testing dashboard.

Next, Thrive Architect also lets you split traffic for each variation. Once you are done, go ahead and click the ‘Set Up & Start A/B Test’ option.

Set up and start A/B test

A popup window will now open.

Go ahead and enter a name for your split test and a short description. You can also toggle the ‘Enable Automatic Winner Settings’ option and set conditions to pick a clear winner, as well as the duration that Thrive Optimize will run the A/B test.

Enter a name for split test

After that, simply click the ‘Next’ button.

Next, you can select a goal for your test. There are 3 options, which include revenue, visit goal page, and subscription. After picking a goal, you can click the ‘Start A/B Test’ button.

Select a goal for the test

For this tutorial, we will select the ‘Subscription’ goal for our test.

Next, you’ll be redirected to the WordPress content editor. You can scroll down to the ‘Thrive Optimize – A/B Test Overview’ meta box and see the 2 variations.

You don’t have to do anything else. The plugin will now test both variations and show the winner.

View Thrive Optimize metabox

To view how the variations are performing, you can click the ‘View Test Details’ option in the meta box.

Here, you can see the conversions over time for each variant and also see which is the control variant. There is also an option to stop the test and choose a winner.

View results of split testing

We hope this article helped you learn how to do A/B split testing in WordPress using Google Analytics and Google Optimize. You may also want to see our guide on WordPress conversion tracking made simple and how to create an email newsletter the right way.

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Editorial Staff

Editorial Staff at WPBeginner is a team of WordPress experts led by Syed Balkhi with over 16 years of experience in WordPress, Web Hosting, eCommerce, SEO, and Marketing. Started in 2009, WPBeginner is now the largest free WordPress resource site in the industry and is often referred to as the Wikipedia for WordPress.

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Reader Interactions

6 CommentsLeave a Reply

  1. Syed Balkhi says

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  2. Mrteesurez says

    I still need to learn more about this A/B testing of things, sometimes one need to know what works and what’s not. What convert and what does not convert.

    I am checking out Thrive Optimize.


    I get it. Recently I have been hearing about A/B testing when I was searching for Email software and I was clueless what it mean but it is now clear to me. Help post once again. I will definately bookmark it.

  4. Sysamic says

    A/B Split testing is one of the fine methods to test the maximum outreach of the call to action button employed on an image, webpage or website.

    You explained very well.

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