Has anyone had experience with AB testing a website on Webflow? I would appreciate any advice or guidance.
TL;DR
- Use third-party tools like VWO or Optimizely to split traffic between Webflow page variants.
- Create duplicate pages with test changes, embed test scripts in Webflow’s custom code sections, and analyze results to direct traffic to the winning version.
A/B testing on Webflow is possible, but requires third-party tools or custom setups, as Webflow doesn’t have a built-in A/B testing feature. Here's how to get started:
1. Use Third-Party A/B Testing Tools
- Google Optimize (Discontinued in 2023) is no longer an option, but popular alternatives are:
- VWO (Visual Website Optimizer)
- Optimizely
- Split.io (developer-focused)
- Convert.com
- These platforms allow you to serve different versions (variants) of a page and track performance.
2. Create Variants in Webflow
- Duplicate the page you want to test (e.g., Homepage becomes Homepage-A and Homepage-B).
- Modify the variant to include your test changes (e.g., new CTA button, different hero image, etc.).
- Publish both versions so they have their own unique URLs.
3. Use Redirect-Based or Script-Based A/B Testing
- Redirect-Based Testing: Use a third-party tool to split traffic between two URLs (e.g.,
/homepage-aand/homepage-b). - Script-Based Testing: If your tool supports in-page variation, use their script to change elements dynamically without creating separate pages.
4. Embed Tracking and Test Snippets
- Add any required JavaScript snippets (provided by your A/B testing tool) in the Page Settings under Custom Code → Head or through Project Settings → Custom Code.
- Make sure Webflow’s published version includes your test scripts by testing in incognito or using a monitoring tool.
5. Analyze & Conclude
- Wait for statistically significant data as provided by your testing platform.
- After completion, redirect all traffic to the winning page or replace the original content based on the winning variant.
Summary
A/B testing in Webflow involves creating multiple page versions and using a third-party tool like VWO or Optimizely to split traffic and track performance. Webflow doesn’t offer native A/B testing, but with a proper embed and redirect setup, effective experimentation is fully achievable.