A/B Testing - Create Variations

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

There are different types of variations that can be applied to an object like using 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 selecting the correct tool. Some of the most commonly available tools are −

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

Visual Website Optimizer (VWO)

Visual Website Optimizer enables you to test multiple 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 resources.

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

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

Google Content Experiments

This allows 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 used to measure the results of all the variations and to decide the variant with the maximum conversion rate. The main 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 tool used to perform A/B Testing, multivariate testing on a web page or on a mobile app and allows you to compare different versions of a web page or an application to determine, which variation 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 site and change the visitors experience on your website.

To test a mobile application using Optimizely, it runs via a Software Development Kit for iOS and/or Android. Optimizely running on your webpage 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 website.

Optimizely allows you to perform these tests −

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