How do you run A/B tests in your CMS?
Pick one page and one change, write down what you expect to happen and why, build the variant in your CMS or testing tool, and split traffic between the original and the variant. Run it until enough visitors have seen both to trust the result, then keep the winner and test the next thing.
Step by step
- Choose the goalOne measure, such as clicks on a call to action or completed forms.
- Write the hypothesis“Changing this, for these visitors, will improve that, because…”
- Build the variantCreate the alternative version in your CMS or testing tool.
- Split the trafficUsually evenly between the original and each variant.
- Check every variantOn phone, tablet and desktop, before any visitor sees it.
- Run it long enoughUntil you reach the number of visitors you planned for, across at least a full week.
- Decide and roll outKeep the winner, record what you learned, and plan the next test.
A/B or A/B/n?
An A/B test compares two versions. An A/B/n test compares three or more. More versions need more traffic before the result is reliable, so A/B/n suits busy pages.
Common mistakes
- Stopping the test as soon as one version pulls ahead.
- Changing several things at once, so you can’t tell what made the difference.
- Testing tiny changes on pages with little traffic.
- Not checking variants on mobile.
- Counting your own team’s visits.
- Ignoring flicker or slow loading caused by the test itself.
How Cypher handles this
The personalization playbook configures A/B/n tests in your platform and checks each variant before you see it. When a choice between versions is genuinely yours, it arrives as a decision with Cypher’s pick, the reason and a deadline.
Questions people ask
How long should a test run?
Until it reaches the sample size you planned, and for at least a full week so weekday and weekend behavior are both included.
Can we test without a separate tool?
Many enterprise platforms include testing; others connect to a dedicated testing tool. Check what your license includes.
What should we test first?
Busy pages and changes with a clear reason behind them: headlines, calls to action, hero images and form length.