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 by adding their JavaScript snippet in Webflow's Custom Code section.
- Create A/B variants by duplicating pages or showing/hiding elements with JavaScript.
- Assign users to variants using JavaScript and store choices in cookies or localStorage.
- Track performance using analytics tools and tag data by variant for comparison.
A/B testing in Webflow is not built-in, but it can be done effectively using third-party tools or manual setups. Here’s how to approach it:
1. Use Third-Party A/B Testing Tools
- Google Optimize (Deprecated as of Sept 30, 2023) — Previously popular but no longer available.
- Post-Optimize Alternatives: Consider tools like Convert.com, VWO, Optimizely, or Split.io. These offer visual editors and JavaScript-based A/B testing.
- Most tools require you to insert a JavaScript snippet in Webflow → Project Settings → Custom Code → Inside Head tag.
2. Create A/B Variants in Webflow
- Duplicate the current page in Webflow and modify content (A = original, B = variation).
- You can also create different elements on the same page, then use custom code to control visibility based on variant assignment.
3. Route Traffic Based on Variant Assignment
- Use JavaScript in the page script area or via a testing library to randomly assign users to a variant.
- Store variant choice in localStorage or cookies to keep the experience consistent across sessions.
4. Measure Performance
- Use Google Analytics, Mixpanel, or tools integrated with A/B platforms to track actions (conversions, clicks).
- Associate tracked events with the variant assigned by passing a custom dimension or event label.
5. Consider Limitations
- Hosting multiple page versions may affect CMS limits if using a large number of pages.
- Changes to styling or structure must be maintained across variants manually.
Summary
You can absolutely run A/B tests in Webflow using tools like VWO or Optimizely and a combination of duplicate pages or conditional content with JavaScript. While Webflow doesn’t offer native A/B testing, the flexibility of its custom code and CMS supports most common A/B testing workflows when paired with the right third-party integration.