What Types of Tests Can I Create and What Are They For?

Nelio A/B Testing includes a wide variety of test types, each designed for a different optimization goal. Whether you want to compare two versions of a page, change a button’s color, optimize your WooCommerce store, or test an entirely new theme, there’s a test type built for the job.

This guide explains what each test type does, when you should use it, and its main advantages and limitations.

Note: All test are limited to a single WordPress installation. In a multisite setup, each site is treated as an independent environment, so tests and their results aren’t shared across sites.

Which Test Should I Use?

Content Tests

Page, Post, and Custom Post Type Tests

Best for: Comparing substantially different versions of a single piece of WordPress content.

Page, Post, and Custom Post Type Tests work in essentially the same way. They let you create one or more alternatives for an individual page, post, or custom post type.

Each alternative starts as a copy of the original content. You can then edit it using your usual WordPress tools and change its copy, layout, template, styling, or overall design.

Advantages

• Full editing flexibility: Modify almost any aspect of the tested content, including its text, blocks, layout, templates, and styling.
• Native WordPress editing: Create and edit alternatives using your regular WordPress editor or page builder.
• Built-in heatmaps: Each variant automatically includes its own heatmap, letting you compare how visitors interact with each version.
• One-click winner application: When the test ends, you can apply the winning variant and overwrite the original content.

Limitations

• Usually requires redirection: Alternatives are commonly loaded using a variant URL such as ?nab=1. For small changes, consider using a CSS and Text Test instead.
• Limited to individual content items: These tests apply to a specific page, post, or custom post type item. They don’t directly test archives, category pages, author pages, or other non-singular views.
• Single-page scope: Testing the same change across many individual pages would require multiple tests and isn’t recommended. Use a test type designed for broader changes instead.

URL Tests

Best for: Comparing existing pages that already have different URLs.

URL Tests let you compare separate URLs within the same WordPress installation. Instead of creating alternatives in Nelio A/B Testing, you select existing URLs as the control and variants.

For example, you might compare:

• https://example.com/some-page/
• https://example.com/another-page/

When a visitor reaches one of the tested URLs, Nelio redirects them to the version assigned to them.

Advantages

• Simple setup: Use existing pages without creating or editing alternatives inside the test.
• Ideal for major differences: Compare completely different layouts, content structures, or design approaches.
• Independent page management: Each version remains a normal WordPress page that can be managed separately.

Limitations

• Requires redirection: Visitors may briefly be redirected to their assigned URL.
• Separate maintenance: Changes made to one page aren’t automatically applied to the others.
• Possible duplicate content: Because every variant is publicly accessible, you should configure canonical URLs and other relevant SEO metadata.
• Single-page scope: The test compares one set of URLs and isn’t suitable for applying the same change across many pages.
• Same-site restriction: All URLs must belong to the same WordPress installation. External URLs, separate subdomains, and other WordPress installations aren’t supported.

Visual and Behavioral Tests

CSS and Text Tests

Best for: Small copy and visual changes to existing page elements.

CSS and Text Tests let you select elements directly on your website and change their content or appearance. They are ideal for testing button labels, headings, colors, spacing, visibility, and other focused changes without creating separate pages.

You can use the visual interface for straightforward changes or the built-in CSS editor for more advanced styling.

Advantages

• No redirects: Alternatives are applied directly in the visitor’s browser.
• Fast variant loading: Styles and text changes can be applied immediately.
• Easy to create: Many common tests don’t require coding.
• Ideal for focused tests: Test small changes without duplicating or maintaining complete pages.
• Recommended for beginners: These tests are often the easiest way to launch an initial test.

Limitations

• Only modifies existing elements: You can restyle, hide, show, or change existing content, but you can’t easily create entirely new page structures.
• Manual winner application: After the test ends, you must apply the winning changes to the original page yourself.
• Selector dependency: If your theme or page builder changes an element’s HTML or CSS selector, the alternative may stop applying correctly.

JavaScript Tests

Best for: Advanced changes to page behavior or dynamically loaded content.

JavaScript Tests let you define a custom JavaScript snippet for each variant. When a visitor participates in the test, Nelio runs the corresponding snippet in their browser.

This test type is useful for rearranging elements, modifying interactions, integrating with third-party scripts, or applying changes that can’t be achieved with CSS alone.

Advantages

• Full client-side control: Modify elements, styles, behavior, and interactions dynamically.
• No redirects: The assigned snippet runs directly on the current page.
• Fast execution: Variants can be applied immediately in the browser.
• Works with dynamic interfaces: Helper functions can wait for the DOM or a specific element to become available.

Limitations

• Requires JavaScript knowledge: You need to be comfortable writing and debugging custom code.
• No visual editor: Variants are implemented entirely through JavaScript.
• Incorrect code can affect the page: Errors may prevent the alternative from loading or working as expected.
• Tracking must be started explicitly: Each variant must call done() when its changes have been applied. Otherwise, the page may remain hidden and tracking won’t begin.

🔍 Learn more: Creating JavaScript Tests.

PHP Tests

Best for: Testing advanced server-side changes using WordPress hooks and PHP.

PHP Tests let developers run different PHP code for each variant. They are intended for tests that can’t be implemented with page content, CSS, or JavaScript, such as changing backend logic, modifying WordPress queries, or filtering server-generated content.

Advantages

• Maximum server-side flexibility: Run custom PHP logic for each variant.
• WordPress integration: Use actions and filters to modify plugin, theme, or core WordPress behavior.
• No client-side dependency: Changes are applied while WordPress is generating the page.
• Custom scope evaluation: Advanced users can control when the test’s scope is evaluated.

Limitations

• Developer-oriented: Requires solid PHP and WordPress development experience.
• Risk of errors: Invalid or unsafe PHP can break page requests or produce fatal errors.
• Possible naming conflicts: Globally defined functions must use unique names or prefixes.
• Execution timing matters: Some WordPress functions and hooks aren’t available during early lifecycle actions.

🔍 Learn more: Creating PHP Tests.

Editorial Tests

Headline Tests

Best for: Increasing engagement with blog posts and editorial content.

Headline Tests let you compare different combinations of a post’s title, excerpt, and featured image. They’re particularly useful for blogs, magazines, and news websites that want to increase clicks from archive pages, homepages, and related-content areas.

Advantages

• Content-focused optimization: Test the editorial elements most likely to influence whether someone opens a post.
• Automatic impression tracking: Nelio records a page view whenever a tested headline appears on the site.
• Automatic conversion tracking: Clicking the tested headline and visiting the full post counts as a conversion.
• No need to duplicate the full post: Only the headline-related elements change.

Limitations

• Posts only: Headline Tests aren’t available for pages or custom post types.
• Limited editable elements: You can only vary the title, excerpt, and featured image.
• Not suitable for body-content changes: Use a Post Test when you need to modify the full article.

Reusable and Site-Wide Design Tests

WordPress Synced Pattern Tests

Best for: Testing reusable block-based content that appears on multiple pages.

Synced Pattern Tests let you create alternatives for WordPress Synced Patterns. Because these patterns can appear throughout your site, they’re well suited to testing shared banners, calls to action, headers, footers, and similar reusable sections.

Advantages

• Global consistency: One pattern variant can be tested everywhere the pattern appears.
• Native block editing: Create alternatives directly with the WordPress Block Editor.
• High-impact testing: Optimize shared elements that influence visitors across several pages.
• Efficient maintenance: You don’t need to modify every page containing the pattern individually.

Limitations

• Potentially broad scope: A pattern used across the whole site can consume quota quickly.
• Results may span different contexts: Performance can vary depending on where the pattern appears.
• Scope configuration may be necessary: Consider limiting the test to selected pages or sections.

Menu Tests

Best for: Comparing different navigation structures.

Menu Tests let you create alternative WordPress menus and measure which version helps visitors reach important content or complete conversion goals.

Every page displaying the tested menu can participate in the test.

Advantages

• Navigation optimization: Discover which links, labels, and menu structures guide visitors more effectively.
• Site-wide coverage: The test can run on every page where the menu appears.
• Native menu management: Create and edit alternatives through the WordPress menu system.

Limitations

• Classic menus only: Menu plugins and custom navigation systems may not work correctly.
• Potentially high quota usage: A site-wide menu may be displayed on nearly every page.
• Theme dependency: The test depends on how the active theme renders WordPress menus.

For unsupported menu plugins, you may be able to place both menu versions in the same layout and use a CSS and Text Test to switch their visibility. This workaround requires custom CSS and the ability to render both menus simultaneously.

Template Tests

Best for: Comparing different layouts across pages that use the same template.

Template Tests let you compare WordPress theme templates or supported page-builder templates. Visitors assigned to an alternative see the affected pages rendered with a different template.

Advantages

• Broad design impact: Test major structural or layout changes across multiple pages.
• Theme and builder support: Templates may come from WordPress themes or supported builders such as Elementor.
• Efficient testing: Compare large-scale layout alternatives without editing every page individually.

Limitations

• Requires redirection: Alternative templates are generally loaded through variant URLs.
• Not ideal for small visual tweaks: Use a CSS and Text Test for simple styling changes.
• Potentially high quota usage: Every eligible page using the template may contribute tested page views.
• Template compatibility matters: Both templates must render the affected content correctly.

Theme Tests

Best for: Comparing complete site designs within the same WordPress installation.

Theme Tests let you assign a different installed WordPress theme to each variant. They’re the appropriate test type when evaluating a full redesign or comparing major site-wide design approaches.

Don’t attempt to reproduce a Theme Test using separate Page or URL Tests. Full themes should be compared with a dedicated Theme Test inside the same WordPress installation.

Advantages

• Full-site comparison: Evaluate the impact of global changes to layout, typography, colors, templates, and navigation.
• Automatic theme switching: Nelio activates the correct theme for each visitor.
• Suitable for redesigns: Measure the effect of a major visual overhaul before fully deploying it.

Limitations

• Themes must be independently usable: Each theme must work correctly without requiring manual plugin activation, menu reassignment, or additional configuration.
• Global scope: Almost every page view may participate, resulting in substantial quota consumption.
• Best for compatible themes: Theme Tests are most reliable when comparing related or similarly configured themes.
• Requires thorough validation: Check templates, menus, widgets, WooCommerce pages, and plugin integrations before starting the test.

Widget Tests

Best for: Comparing classic widget configurations on sites that still use legacy widget areas.

Widget Tests let you duplicate the site’s widget configuration and create alternative arrangements. You can change which widgets appear and the order in which they’re displayed.

For modern block-based sites, Synced Pattern Tests will usually provide a more flexible solution.

Advantages

• Full widget-layout control: Compare different widget combinations and arrangements.
• Broad coverage: Alternatives apply wherever the tested widget areas appear.
• Useful for classic themes: Supports sites that still rely heavily on traditional WordPress widgets.

Limitations

• Potentially global scope: Shared widget areas may appear on many pages and consume quota quickly.
• Legacy functionality: Modern block themes often use patterns or template parts instead of widgets.
• Theme-dependent behavior: Results depend on how the active theme registers and renders its widget areas.

Marketing Tests

Popup Tests

Best for: Comparing popup content, design, triggers, or targeting conditions.

Popup Tests let you compare popup variants to determine which one generates more signups, clicks, or other conversions.

Depending on the supported popup plugin, you can test different messages, designs, timing rules, animations, display conditions, and targeting settings. Supported integrations include Nelio Popups and Elementor.

Advantages

• Targeted testing Optimize popup messaging, appearance, timing, and conditions.
• Flexible configuration: Test several aspects of a popup, depending on the capabilities of its plugin.
• Conversion-focused: Measure actions such as clicks, subscriptions, and form submissions.
• Fast iteration: Popup alternatives can often be created without modifying the underlying page.

Limitations

• Plugin dependency: Available features and behavior depend on the popup plugin.
• Trigger complexity: Differences in timing or targeting may affect how often each variant is displayed.
• User-experience risk: Aggressive popup strategies may frustrate visitors.
• Thorough validation required: Confirm that every variant’s triggers, conditions, and conversions work before starting the test.

WooCommerce Tests

WooCommerce Bulk Sale Tests

Best for: Measuring the effect of a shared discount across several products.

WooCommerce Bulk Sale Tests let you apply a common discount to your entire store or to products belonging to selected categories or tags. They help you determine whether a broad promotional strategy increases purchases or revenue.

Advantages

• Flexible targeting: Apply the discount to all products or selected categories and tags.
• Automatic purchase tracking: A conversion is recorded when an affected product appears in a qualifying order.
• Sales-focused testing: Compare discount strategies based on actual purchase behavior.
• Broad promotional testing: Evaluate a campaign without editing every product individually.

Limitations

• Broad scope: The test may affect many products and customer journeys at once.
• Mixed-product results: Differences between product types may make the results harder to interpret.
• External promotions may interfere: Coupons, seasonal campaigns, and other discounts may influence performance.
• WooCommerce extension dependency: Pricing, currency, and discount plugins may alter how the test behaves. Test the setup carefully before launch.

WooCommerce Product Tests

Best for: Optimizing the presentation, pricing, or configuration of an individual product.

WooCommerce Product Tests let you create alternatives for a product’s name, descriptions, images, price, and variations. They are designed to measure which product version generates more purchases.

Advantages

• Comprehensive exposure tracking: A page view can be recorded when the product appears on its product page, in the shop catalog, or in related-product sections.
• Automatic conversion tracking: A conversion is recorded when the tested product appears in a qualifying order.
• Commerce-focused metrics: Evaluate changes that directly affect purchasing decisions.
• Broad product editing: Test copy, images, pricing, and product variations.
• View throttling: Repeated product impressions from the same visitor are limited to avoid excessive counting.

Limitations

• Requires redirection: Alternative product versions are generally delivered using redirects.
• Potentially broad exposure: Products displayed in catalogs, related-product blocks, and other listings may consume quota quickly.
• Complex WooCommerce ecosystem: Currency switchers, pricing engines, variation plugins, and dynamic cart extensions may interfere with the test.
• Pricing tests require special care: Thoroughly validate taxes, discounts, cart behavior, checkout totals, and order data before starting the test.

Heatmap Tests

Best for: Understanding how visitors interact with a page without comparing different variants.

Heatmap Tests collect visitor interaction data and generate three visual reports: Heatmaps, Scrollmaps, and Confetti Maps (Clickmaps).

• Heatmaps show where visitors pay attention and interact based on mouse movements, clicks, scroll behavior, and attention hotspots.
• Scrollmaps show how far visitors scroll and which sections of the page receive the most exposure.
• Confetti Maps (Clickmaps) show individual clicks and let you analyze them based on visitor characteristics such as device, browser, country, or window size.

Unlike A/B tests, Heatmap Tests don’t compare alternative versions. Instead, they help you understand how visitors interact with an existing page and identify potential usability issues and optimization opportunities.

Advantages

• Visual behavior analysis: See how visitors interact with different areas of a page.
• Multiple reports: Analyze attention, scrolling, and individual clicks.
• Segmentation: Limit participation to specific visitor segments.
• Useful for discovering testing opportunities: Identify elements or sections that may be worth optimizing with an A/B test.

Limitations

• No variant comparison: Heatmap Tests analyze visitor behavior rather than compare alternative versions.
• Behavior doesn’t explain intent: The reports show how visitors interact with the page, but not necessarily why they behave that way.

Still Not Sure Which Test to Use?

As a general rule:

• For a substantial redesign of one page, use a Page Test.
• To compare existing pages, use a URL Test.
• For text and styling changes, use a CSS and Text Test.
• For advanced browser-based behavior, use a JavaScript Test.
• For server-side WordPress behavior, use a PHP Test.
• For a reusable block section, use a Synced Pattern Test.
• For a complete redesign, use a Theme Test.
• For product changes, use a WooCommerce Product Test.
• To understand how visitors interact with a page without comparing variants, use a Heatmap Test.

When several test types could achieve the same result, choose the simplest one that supports the change you want to make. Simpler tests are generally easier to create, validate, maintain, and apply after the test ends.