What is an AB / Split test?
An A/B split test, also called a split test, is a method of showing two or more versions of something to real visitors and measuring which one performs better.
Version A is your original. Version B is a variation with one change: a different headline, a different button, a different image, a different layout. Traffic is split between them automatically. After enough visitors have seen both, the data tells you which version drives more of the result you care about, whether that is clicks, form submissions, purchases, or revenue.
A simple example
You have a landing page with a green "Get Started" button. You wonder if a teal "Start Free Today" button would get more clicks. You set up an A/B test. Half your visitors see the green button, half see the teal one. After a week with enough visits on both sides, AB Split Test tells you which button produced more clicks and how confident it is in that result.
No guessing. No opinions. Just data from your actual visitors.
What can you test?
On a WordPress site, almost anything visible on a page is testable:
- Headlines and subheadings
- Call to action buttons (text, color, size, position)
- Hero images or videos
- Page layouts and section order
- Pricing presentation
- Testimonials and social proof placement
- Form length and field labels
- Product descriptions and benefit copy
You can also run full page tests, which swap between two entirely different page designs, or test CSS and JavaScript changes without touching your page builder.
How AB Split Test runs it
When you create a test, AB Split Test pre-renders all variations in the page HTML and assigns the correct version to each visitor using JavaScript. Your visitors see their assigned variation consistently across every visit thanks to a first party cookie. All the data stays on your own WordPress server.
When a variation reaches 95% confidence and has run for at least one week with a minimum of 50 visits per variation, Autocomplete declares a winner, hides the losing variations, and sends you an email. You do not need to be watching the test for this to happen.
Why it matters for your business
Most websites convert between 1 and 3 percent of visitors. That means 97 out of every 100 people who land on your page leave without doing anything.
A/B testing is how you close that gap without spending more on ads or SEO. A single winning test on a high traffic page can lift conversions by 10, 20, or 30 percent. Run tests continuously and those small wins stack up into significant revenue gains over time.
Last updated: May 2026