A/B testing

In this demo, I’ll show you how Squiz DXP helps you deliver high-converting web pages faster with built-in optimization tools that let you test and refine content—all in one place.

This is the landing page we started building, with our call to action here, which is a critical point for conversions. We want to optimize this content and run an A/B test to see which approach leads to higher conversion rates.

With most CMS platforms, this would require external tools, complex integrations, or even developer support. But Squiz makes it effortless with A/B testing built right in. Instead of switching to a third-party tool, you can launch optimization directly from the Visual Page Builder, keeping everything in one seamless workflow.

To apply A/B testing to a page, content editors can either select an existing test created by their team or create a new one. In this case, let’s create a new A/B test.

First, we’ll give the test a title and description. To keep things organized, you can name each variant so your team understands what’s being tested. In this scenario, we’ll test a conversational tone for Variant A and a more professional tone for Variant B.

Traffic distribution can be adjusted so you control how much of your audience sees each variant. Success metrics will determine which variant performs better. In this case, we’ll measure how many users engage with the call to action and proceed to the registration page.

One of the most valuable features is the built-in calculator, which helps estimate how long to run your test. It factors in your current site metrics and conversion rate, along with your desired improvement, to provide data-driven recommendations. This ensures your test runs long enough to produce reliable results—so you’re not wasting time on inconclusive experiments.

Now we’re ready to connect the experiment. Our new test appears in the dropdown, where we can select and apply it to the page.

You’ll notice a toggle that allows us to switch between variants. Starting with Variant A, we see the original content. Switching to Variant B, we can now create a new version of this component.

We’ll duplicate the original content to save time, rather than rebuilding from scratch. Instead of the current conversational tone, we want a more professional tone. We’ll start by updating the call to action—from “Get started” to “Secure your spot.”

Beyond the CTA, the tone of voice in the body text can also impact conversions. Instead of manually rewriting content, Squiz’s generative AI tools allow authors to refine copy instantly without leaving the page builder.

These AI tools are configured by administrators or marketing teams to ensure content stays within brand and governance guidelines. They help authors create and edit content faster while maintaining consistency.

For this version, I’ll use AI to make the tone more professional and compelling. Once I’m happy with the generated content, I’ll replace the original text.

With Squiz’s Visual Page Builder, changes are reflected instantly. There’s no need to save or reload the page to preview updates. You can also preview how each variant looks across different screen sizes—mobile, tablet, and desktop—directly within the editor.

We can easily switch back to Variant A to compare versions without disrupting our workflow.

Once we’re happy with the changes, we can publish the page, and the test will go live to our audience.

When the experiment has gathered enough data, you can view the results to see which version performed better. Over time, a winning variant will emerge through the analytics, allowing you to optimize your digital experiences based on real user behaviour.

The key takeaway is that with built-in optimization tools, you don’t need developers or external platforms to test and improve your content. With Squiz DXP, you can launch experiments in minutes, test variations quickly with no technical setup, and use AI-powered tools to make smarter optimizations.

This allows you to confidently roll out changes that drive real impact—without guesswork—all within a single platform.

Check out other demos in the Squiz DXP playlist to see how to set up AI content tools, personalization, and more.