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Do you ever feel like the world is moving faster than ever before? It seems like every day there’s a new breakthrough in technology or a social media trend that’s taking over the internet. With all this rapid change, it can be difficult to keep up with what the future holds in many areas, including what to expect in A/B testing.

But as exciting as these changes are, they also come with some serious ethical concerns that also affect A/B testing. By testing different versions of a website on different groups of people, we can learn a lot about what works and what doesn’t. At the same time, we need to make sure we’re not crossing any ethical lines (particularly related to privacy) when we do it. Ethical concerns also have an impact on how A/B testing may evolve over the next decade.

Let’s take look at some of the trends that we see about the future of website A/B Testing.

Improve Mobile User Experience

With an increasing number of users accessing websites on mobile devices, A/B testing for websites will need to focus on improving mobile user experience. According to a report by Statista, the number of mobile phone users worldwide is expected to reach 7.49 billion by 2025. This means that mobile optimization should be a top priority for businesses to ensure that their website is accessible and user-friendly on mobile devices.

This will include testing different versions of a website’s design, layout, and content to determine which version leads to better engagement and conversion rates on mobile devices.

Mobile optimization also involves making sure that the website is responsive, meaning that it can adapt to different screen sizes and resolutions. A/B testing and heatmaps can help businesses test different versions of their website on different devices to ensure that the website is responsive, performs well on all devices, and behaves as users expect.

Considering the importance of improving the user experience on mobile, any A/B testing tool should be prepared to offer the option to create explicit website A/B tests for mobile devices.

Nelio A/B Testing, through its segmentation feature, allows you to create website A/B tests and heatmaps exclusively for mobile devices. In other words, only users accessing the website from a mobile device will participate in the test.

Creating an A/B test to be shown exclusively when visiting the website from a mobile device
Creating an A/B test to be shown exclusively when visiting the website from a mobile device.

Moreover, if your A/B testing tool includes heatmaps, it’d be nice if it were able to display results separately by the resolution of the device accessing the website.

Heat map of a test of our Nelio A/B Testing pricing plans showing only the accesses made from cell phones
Heatmap of a test of our Nelio A/B Testing pricing plans showing only the accesses made from cell phones

Overall, A/B testing is crucial for mobile optimization because it allows businesses to improve the user experience on mobile devices, increase conversions, and ultimately drive more revenue. To stay up to date, do not hesitate to use an A/B testing tool that allows you to optimize your website for mobile devices.

Dynamic Testing

When we talk about performing A/B tests on a website, we are referring to static tests consisting on testing variations of one or several elements of the website during a period of time. The variations are created prior to the launch of the test. For example, if you want to test three different headlines for a post, you will first select the post to test, then create the two additional variants with new headlines and finally launch the test to analyze the results.

Definition of variants of a headline A/B test with Nelio A/B Testing
Definition of variants of a headline A/B test with Nelio A/B Testing.

In dynamic testing, on the other hand, the variations of a webpage are created on the fly and presented to users in real-time. In this case, and based on the previous example, we would need a tool capable of generating and displaying alternative headlines to the user depending on any previous interaction the user has made.

There are several benefits to dynamic testing in website A/B testing. By testing website variations in real-time, you can quickly identify which ones work best and make changes on the fly. This helps optimize you website, which leads to more engagement and conversions.

Moreover, and related to the next point, by tailoring website content to individual users, you can provide a more personalized experience. This can include things like personalized product recommendations, targeted messaging, and customized website layouts. By improving the user experience, you can increase engagement, satisfaction, and loyalty.

Nelio A/B Testing

Native Tests for WordPress

Use your WordPress page editor to create variants and run powerful tests with just a few clicks. No coding skills required.


As I just mentioned, we are also seeing A/B testing for websites becoming more focused on personalization. With more tests designed to target specific user segments or demographics, the idea is to provide a more personalized experience for website visitors, leading to higher engagement and conversion rates.

For example, with Nelio A/B Testing you can create tests in which only users whose browser is configured in a certain language participate, or for users who are in a specific geographic location, or for those who come to your website from a specific campaign or from a specific website, or even for users who are currently logged in to your website, etc. In addition, in each A/B test you can create different segments, and analyze the results in each segment separately or in all segments together.

With Nelio A/B Testing, you can select the specific segment of visitors for which you want to see the results of a test.

With this type of personalization in A/B testing, you can provide a more relevant and engaging experience for users based on several factors and increase the likehood of users converting into customers.

AI-Powered Testing

It seems that AI will now change everything and, unsurprisingly, this also includes A/B testing. AI-powered testing in website A/B testing involves using machine learning algorithms and other artificial intelligence techniques to automate and optimize the testing process. These algorithms can analyze vast amounts of data in real-time, identify patterns, and make predictions based on user behavior. This enables businesses to create more effective A/B tests that can quickly adapt to changing user behavior.

One example of the application of AI in website A/B testing is automated experiment design. AI-powered tools can analyze website traffic data to identify areas where improvements can be made, and suggest new variations to test. For example, if a tool identifies that users are not engaging with a particular button on a website, it can suggest new variations of the button.

Moreover, by analyzing the result, these tools can automatically adjust website layouts, colors, and other design elements to improve engagement and conversions based on how users interact with the website.

For example, they can analyze user feedback on product pages and identify common pain points or issues, which can then be addressed to improve the user experience. Another example: an e-commerce website might use automated A/B testing to optimize product recommendations based on user behavior and preferences.

Overall, AI-powered testing offers us a powerful tool for improving website experiences and optimizing conversions. By leveraging the capabilities of artificial intelligence and machine learning, businesses can create more effective A/B tests and automate the testing process to quickly adapt to changing user behavior.

Ethical Considerations

Businesses should strive to conduct A/B testing in a transparent and responsible manner, and prioritize the well-being of their users above all else. This is, they should ensure that users are treated fairly, their privacy rights are respected, and they are not harmed in any way.

As regulations such as GDPR and CCPA continue to evolve, businesses will need to ensure that their testing practices comply with these regulations to avoid potential fines and legal action.

One of the main concerns related to website A/B testing is data privacy. A/B testing often involves collecting user data with third party cookies to analyze user behavior and identify patterns. This data can include sensitive information such as personal preferences, browsing history, and location. If this data is mishandled or shared with third parties without user consent, it can lead to serious privacy violations and erode user trust.

These ethical considerations might limit some of the capabilities mentioned above of A/B testing tools in favor of ensuring user privacy.

As you know, with this increasing privacy concerns and the widespread adoption of ad-blockers, many web browsers are phasing out third-party cookies. This means that tools that have traditionally used third-party cookies to track users across different websites and provide insights into user behavior for website A/B testing will have to adapt to this changing landscape.

In Nelio we have always prioritized the interests of users above all and for this reason Nelio A/B Testing only use first-party cookies. This, however, generates some limitations.

First-party cookies only track user behavior on a single website on a device and limits the possibility of tracking users across different websites and devices. If a user visits different websites, for example to make a payment, their behavior on those sites (such as whether the payment has been completed), will not be captured by first-party cookies. Or, if the user switches from a laptop to a smarthpone, you will not be able to relate that the two visits are from the same user.

In addition, many users are concerned about privacy and may block or delete cookies. In that case, the data collected does not accurately show the behavior of all users that have been on the site.

These legal limitations are going to be a big challenge for the developers of A/B testing tools and website owners if they want to track personalized user behavior.


In short, we will see a growth in A/B testing focused on improving the user experience on mobile devices. We will surely see more tools that, taking advantage of the possibilities offered by machine learning and AI, will help us in the design of new A/B tests in a dynamic way, offering personalized experiences to users.

And even if a whole set of limitations on the use of third-party cookies appear, rest assured that A/B tests will prevail. We will see how in this new context tools will use first-party cookies, server-side testing, contextual targeting and consent-based tracking to continue to collect data on user behavior and perform A/B testing while respecting user privacy.

Featured image by Giu Vicente on Unsplash.

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