FROM THE BLOG

Case Study: How WPBakery Used AB Split Test to Safely Launch a New Checkout

Introduction: Why Feature Rollouts Require Real Data

Launching a new feature - especially something as critical as your checkout flow - isn’t just a design challenge. It’s a business risk. Without data, even the most promising changes can lead to unexpected drops in conversions, abandoned carts, or user friction. For high-volume businesses, this risk compounds with every visitor.

About WPBakery: Trusted by Millions

WPBakery Page Builder is one of the most widely used WordPress plugins on the planet. It powers over 5.8 million websites worldwide, making it the #1 visual page builder plugin for WordPress. Every day, thousands of developers, freelancers, and agencies use WPBakery to create websites - and thousands more purchase licenses from their site.

This kind of scale means that WPBakery handles a massive volume of orders. So when they decided to release a new version of their checkout page, they had one priority: make sure it performs just as well - or better - than the original.

A graphic with text: "Case Study: How WPBakery Used AB Split Test to Safely Launch a New Checkout" next to AB Split Test and WPBakery icons on a blue and white background.

The Problem: Avoiding Disruption While Releasing a New Checkout

A complete redesign of the checkout process is a high-impact update. It touches the user experience, payment flow, and ultimately, the bottom line. WPBakery’s marketing and development team knew they needed to be certain the new version would maintain or improve conversions. But how could they be sure before switching 100% of users over?

They needed a solution that would let them:

  • Show different versions of the checkout page to different visitors
  • Track which version led to more successful purchases
  • Start with a small sample of traffic and gradually scale up
  • Run the whole test inside WordPress, with minimal friction

The Solution: AB Split Test Plugin for WordPress

WPBakery turned to the AB Split Test plugin - a tool built specifically for modern WordPress workflows, and fully integrated with WPBakery itself. Rather than gamble on the launch, they used the plugin to set up a controlled test:

  • Version A: The current, battle-tested checkout
  • Version B: The new, optimized checkout experience

“We used the plugin to throttle traffic – limiting how many people could access the new checkout during the initial rollout.”
- WPBakery Blog

Using AB Split Test’s traffic allocation feature, they began the test with a low percentage of users seeing the new checkout - just enough to gather data. As confidence in the new version grew, they gradually increased the traffic to it.

This wasn’t a typical “50/50” test. It was a strategic rollout, with AB Split Test acting as the control panel. If any issues appeared, the team could pause or adjust instantly - protecting both user experience and revenue.

Results: Confident Rollout, No Drop in Sales

The staged test performed as expected and the team kept full control during rollout. Over time, AB Split Test showed that the new checkout performed at least as well as the original - and in some segments, better. Conversion rates were healthy, and no technical issues emerged.

“Launches are delicate. We didn’t want everyone hitting the new page before we were confident everything was behaving properly. This kind of rollout control isn’t what A/B testing is typically for – but the plugin handled it perfectly.”

- WPBakery Blog

Once they had enough data, the team confidently rolled out the new checkout to 100% of their traffic. No disruptions. No surprises. Just a smooth transition powered by real-world user behavior.

Why WPBakery Chose AB Split Test

Rolling out a new feature on a site that handles thousands of daily transactions is not a task for unreliable tools. WPBakery trusted AB Split Test for three key reasons:

  1. Deep WordPress + Page Builder Integration
    • It works seamlessly with WPBakery, Gutenberg, Elementor, Divi, Bricks, and more.
    • No custom coding or tech stack disruption required.
  2. Fast Setup, Clear Results
    • Set up your test inside your WordPress admin in minutes.
    • See clear conversion data, test goals, and traffic splits in the dashboard.
  3. Modern Testing, Not Old-School Tools
    • AB Split Test isn’t an outdated wrapper or a clunky external script.
    • It’s privacy-friendly, runs 100% on your WordPress install, and doesn’t rely on remote servers.

“This plugin makes it simple, fast, and surprisingly fun (especially with the WPBakery integration). It’s a tool that genuinely helps you make smarter decisions. And yes - it works.”

- WPBakery Blog

Conclusion: Smarter Rollouts with Zero Risk

WPBakery’s successful launch shows what’s possible when you test instead of guess. With AB Split Test, they released a major site update while protecting their revenue, user experience, and brand.

If one of the largest WordPress plugin companies in the world trusts AB Split Test for feature rollouts.

See how AB Split Test works with WPBakery

Whether you're running an agency, a WooCommerce store, or a SaaS landing page, AB Split Test helps you launch smarter. Validate your next big idea, rollout, or conversion tweak with live traffic - without risking your metrics.

Free forever. No Time or traffic limits. Includes a demo of all features for 7 days. Download AB Split Test Lite.