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How To: Professional Conversion Optimization In Oxygen With AB Split Test

By James LePage
 on March 21, 2022

How To: Professional Conversion Optimization In Oxygen With AB Split Test

By James LePage
 on March 21, 2022

In this tutorial, we'll show you how to A/B test page design, element placement and copy in Oxygen to optimize your site for conversions using ABSplitTest. With the newest version 1.3.0, ABSplitTest announced native support for the builder.

With a focus on speed and privacy, alongside an easy to use interface and understandable analytics, this plugin has been the best choice for A/B testing WordPress page layouts for years. And with native support for Oxygen, this is the best and most cost effective way to really optimize your site for conversions.

What Is AB Testing & How Can It Help?

AB testing is a method of marketing research in which two or more versions of a product, service, or advertisement are tested against each other to determine which is most effective. It can be used to test anything from website copy and design to email subject lines and call-to-action buttons.

AB testing is an essential tool for any business that wants to improve its marketing effectiveness. By comparing different versions of a campaign, it's possible to determine which approach is most likely to result in increased sales or engagement. AB testing can also help businesses to fine-tune their messaging and better understand what appeals to their customers.

ABSplitTest Features

This is a complete conversion optimization suite (packaged into a WordPress Plugin) that offers a ton of features when it comes to implementing split tests.

You can test the effectiveness of individual elements on a page, or individual pages all together.

These are easily implemented as you will see in the next section, and immediately start generating analytics. After a set period of time, one of these designs/copy/elements will win, and you can implement it for good on your website.

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Because this is a WordPress plugin which is hosted on your website and uses your server resources and database, you can run unlimited tests with unlimited variations, which sets this apart for many SaaS offerings. It's also 100% GDPR compliant, and runs serverside.

This is a plugin that focuses on doing one thing extremely well, and it does just that.

How To Use With Oxygen

Usage with Oxygen is easy, and as of version 1.3.0, integrated directly into the builder.

Test Specific Elements

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First, create a split test in the plugin dashboard. Give it a name, choose on page elements, and fill out the rest of the settings as required. In this case, we are going to test if version one of a call to action, or version two of a call to action results in more conversions to a URL.

Once this is created, head over to your Oxygen Builder page that you want to test. In this simple demo, we have two basic call to actions, which consist of a section, header text, and a button. We want to test between version one and version two, and the one that results in the highest conversions in a specific time period will be the one that we use from here on out.

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You'll notice that there are two new fields in the primary settings of elements in the builder - test and and variation name. By default, they are empty, and if you leave them be no test will be applied.

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If you'd like to apply a test, simply select the test name (same name as the one you just configured), and give a variation. Because we have two versions, I will simply give version one the variation name of "Version 1", and version two the variation name of "Version 2".

When looking into our analytics, we can easily associate these names with the statistics being shown.

And just like that, we have created an A/B test between two different elements in Oxygen Builder. After saving the page, you'll notice that only one version will show, and the test will be running.

Test Popup Variations

The Oxygen Modal element is a great way to implement popups. You can create multiple versions of pop-ups with the same goal, and test them over a period of several days to determine which one is the most effective.

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It's quite easy. In Oxygen, simply create different pop-ups and follow the steps mentioned above. Associate all of them with the same test, and give each of them unique variation names.

Use Cases

We are choosing to test two separate sections, but this concept can be applied to any element in the Oxygen Builder.

We can:

  • swap out buttons (perhaps we want to try two different colors or designs)
  • paragraph text (testing the copy for effectiveness)
  • even shortcodes - say you have built two different WSForms that you want to test, one is a multistep, and one is a longer, single page form

As you can see, this is a perfect way to test the effectiveness of any combination of elements directly within the Oxygen Builder.

We will be using this in the near future to test the effectiveness of a product page add to cart button design on a high traffic WooCommerce website (made with Oxygen).

And something that's even better is that this isn't limited to being used in the builder. For example, if you use Oxygen to create templates, but Gutenberg to build out the actual content of a blog or a page (as we do), you can test that too:

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Regardless of the integration, the implementation of an AB test in WordPress is the same.

Pricing

AB Split Test is a paid plugin. The pro version comes in at $149 per year, and gives you a license that can be installed on unlimited websites, giving you unlimited tests and variations. This includes the Oxygen integration.

The agency license includes everything aforementioned, alongside the ability to white label the plug-in and reports, and integrate directly with Clarity, Google Analytics, or Matomo. Finally, they also offer an LTD.

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You can try out all the features on a sandbox site for free, and you'll also have a 30 day moneyback guarantee after purchasing.

I've talked about this tool a number of times in the IsoGroup Facebook Group and a common concern was the pricing of ABSplitTest. In my opinion this pricing is more than fair, especially if you compare it to competing offerings.

For example, VWO's pricing begins from ~$199 per month for 10000 users (though they don't publicly state that, that figure is sourced from Capterra). It's a similar tool, going for more than 12x the price of ABSplitTest.

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AB testing is all about conversions, and virtually every conversion can have a financial benefit associated with it. For example, if the average value of a conversion is $100, and you optimize your website with this tool to convert 20% more visitors, the ROI is instantaneous (even for the ltd 🤯).

There's a LTD with split pay, though it probably only makes financial sense for larger agencies focused on e-commerce projects with Woo.

Conclusion

AB Split Test V1.3.0 is a significant update that introduces a new way to test changes on your site. Previously, you would need to use a third-party service like VWO or Optimizely to track and analyze the results of your tests. With 1.3.0, you can now run all your tests directly within Oxygen, making it much easier to get started.

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James LePage
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James LePage is the founder of Isotropic Design, a digital agency that builds WordPress websites. I read, write and design constantly!
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