AI variant testing simplifies the process of testing different designs, layouts, and components by intelligently presenting specific variants to individual customers based on what it predicts will work best for them. This ensures your website offers a highly tailored experience for each visitor. By running AI optimisation variant studies, you can systematically serve different designs, layouts, and content to users, identify the most effective combinations, and ultimately achieve the best possible conversion rates through automated, data-driven variations of your website or app.

AI variant testing allows you to test a wide range of elements, from specific wording on your site, such as calls-to-action buttons and key headings, to design aspects like button styles, layouts, and page lengths (e.g. long-tail vs. short-tail). Small changes, like adjusting the wording on a primary call-to-action button, can have a significant impact, while larger-scale tests might involve comparing entirely different designs. To summarise, we can test almost anything with AI variant testing whether it be the entire page itself against another one or smaller more incremental UI (user interface) and visual changes.

The time required to analyse the results depends largely on the volume of traffic your website receives. For well-established websites with high monthly traffic, data collection happens faster, allowing us to generate insights and identify winning variants more quickly. However, for smaller, quieter sites, we may need up to three months to gather sufficient data for meaningful analysis, ensuring results are reliable and accurately reflect the behavior of your website’s visitors.

AI variant testing is an advanced and valuable service, but it can come with a higher price tag due to the complexity involved. While AI handles much of the heavy lifting, significant effort goes into setting up the variants and designing the elements for testing. Additionally, AI tools such as Webflow's Optimize can cost upwards of £300 per month (based on usage). However, we typically recommend short-term experimentation (around 3-6 months) to carry out the necessary testing, gather results, and optimise your site fully, allowing us to cancel the subscription once the process is complete and the website has been fully optimised.

AI optimisation variant testing follows six distinct steps... 1. Create Optimisation: Define clear goals, success metrics, and areas of focus for testing and improvement. 2. Build Variations: Develop multiple versions of chosen elements to compare their performance against one and other. 3. Allocate Traffic: Decide how visitor traffic will be split across the variations to ensure fair and accurate data collection. 4. Launch: Begin the test, allowing the AI to track user behavior and gather valuable insights. 5. Review: Evaluate the performance of each variation to determine the most successful design and identify actionable insights. 6. Personalise: Apply the winning design and use AI to further customise experiences based on individual user preferences for sustained improvement.

We have extensive control over audience segmentation to ensure the right variants are shown to the right people. These audience groups can be based on various factors such as age, demographics, browsing behavior, location, device type, and whether they are new or returning visitors. This granular level of targeting ensures we can accurately align variants with specific user groups, maximising conversion rates and overall performance.

Yes, AI variant testing is just as effective for mobile apps as it is for websites. The process works similarly, allowing you to test different designs, layouts, and features within your app to see which versions perform best. Whether it’s tweaking the placement of buttons, adjusting the flow of a user journey, or experimenting with different onboarding screens, AI variant testing can help you optimise the app experience for your users. This is particularly valuable for apps, where user retention and engagement are critical to success. By leveraging AI to deliver personalised experiences, you can ensure your app not only attracts users but keeps them coming back.