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What Are Conversion Goals and Conversion Actions in Nelio A/B Testing?

Every A/B test needs a way to measure success.

In Nelio A/B Testing, success is defined through conversion goals and measured using conversion actions.

  • A conversion goal defines what you want to achieve.
  • A conversion action defines how that achievement is measured.

For example, if you’re testing a pricing page, your goal might be to increase subscriptions. Visitors can achieve that goal in different ways, such as clicking the Basic or Professional subscription button.

Goals and Actions in Practice

Suppose you’re running a test to increase subscriptions to two plans: Basic and Professional.

  1. Goal (default): Increase subscriptions.
    • Action 1: Click on the “Subscribe” button for the Basic plan.
    • Action 2: Click on the “Subscribe” button for the Professional plan.

This goal tracks total subscriptions across both plans. To get more detailed insights, you can define additional, focused goals:

  1. Goal (default): Increase subscriptions.
    • Action 1: Click on the “Subscribe” button for the Basic plan.
    • Action 2: Click on the “Subscribe” button for the Professional plan.
  2. Goal (basic): Increase Basic plan subscriptions.
    • Action 1: Click on the “Subscribe” button for the Basic plan.
  3. Goal (professional): Increase Professional plan subscriptions.
    • Action 1: Click on the “Subscribe” button for the Professional plan.

This lets you compare the overall success of your pricing page while also understanding which plan benefits the most from each variant.

Organizing Your Goals

If your test includes multiple goals, you can drag and drop them to reorder the list.

This can help keep more important goals at the top and make tests with several objectives easier to manage.

How Conversion Tracking Works

When configuring your goals, keep the following in mind:

A Goal Can Have Multiple Actions

A single goal may include one or more conversion actions.

If any of those actions is triggered, the goal counts as converted.

This lets you measure the same objective through different visitor behaviors.

Visitors Must First Participate in the Test

A conversion is only recorded if the visitor has previously participated in the test.

For example, if your goal is visiting a Thank You page, the visitor must first have viewed the tested page before reaching that destination.

Visitors Can Convert More Than Once

Unlike many analytics tools, Nelio A/B Testing doesn’t limit visitors to a single conversion.

The same visitor can trigger the same goal multiple times.

As a result, conversion rates may exceed 100%, depending on the type of goal you’re measuring.

Conversion Actions Can Be Tracked Across Your Site

By default, conversion actions can be triggered anywhere on your website.

If needed, you can restrict where actions are evaluated using the Goal Tracking settings.

🔍 Learn more: Configuring Tracking Settings

Available Conversion Actions

Nelio A/B Testing includes the following conversion actions.

Navigation

  • Page View – Trigger a conversion when a visitor reaches a specific page.
  • Element View – Trigger a conversion when a specific element becomes visible in the visitor’s viewport.

Interaction

  • Click – Trigger a conversion when a visitor clicks a specific element.
  • Click External Link – Track clicks on links pointing to external websites.
  • Form Submission – Record successful submissions from supported form plugins.
  • YouTube Video Playback – Track when visitors play or complete an embedded YouTube video.
  • Scroll – Trigger a conversion when visitors reach a specified scroll depth.
  • Engagement – Trigger a conversion when visitors meet the built-in engagement criteria (time on page, scrolling, or interaction).

E-commerce

  • Add WooCommerce Product to Cart – Trigger a conversion when a visitor adds a product to their WooCommerce cart.
  • WooCommerce Order – Record completed WooCommerce purchases.
  • SureCart Order – Record completed SureCart purchases.
  • Easy Digital Downloads (EDD) Order – Record completed Easy Digital Downloads purchases.

Other

  • Time on Page – Trigger a conversion after a visitor spends a specified amount of time on the page.
  • JavaScript Snippet – Trigger conversions from your own JavaScript code, allowing you to track custom events or interactions not covered by the built-in conversion actions.