A/B Experiments
IterOps includes no-code A/B testing that runs through the same tracking snippet. Change an element's text on your page and IterOps splits traffic 50/50 between the original and variant. No code changes or deploys required.
Element Tests
An Element Test changes one element's text and measures clicks on that same element. This is useful when you want to test whether a headline, button label, or call-to-action copy drives more engagement on the same page.
How it works
When a visitor lands on the experiment page, the snippet assigns them to either the control (original text) or variant (new text) group. The assignment is stored in localStorage, so the same visitor always sees the same version. Every click on the page is recorded with the visitor's variant assignment. IterOps then calculates the click-through rate (CTR) for each variant by comparing clicks on the target element to total clicks on the page.
Setting up an Element Test
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1
Navigate to your website's A/B Experiments page and click New Experiment, then select Element Test.
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2
Enter the full Page URL where the experiment will run and the CSS Selector of the element you want to test. You can use the Inspector tool in heatmap view to find the right selector.
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3
Enter the Original Content (control text) and the Variant Content (the text you want to test). Click Create Experiment, then Start Experiment when you are ready to begin.
Reading results
The results table shows Total Clicks (all clicks on the page for each variant), Target Clicks (clicks on the tested element), and CTR (target clicks divided by total clicks). A positive Lift percentage means the variant is outperforming the control.
Conversion Tests
A Conversion Test changes one element's text on a specific page (the treatment page) and measures clicks on a different element (the conversion goal) across any page on your site. This is useful when you want to test whether a headline change on your landing page leads to more signups, purchases, or other actions that happen elsewhere.
How it works
When a visitor lands on the treatment page, the snippet assigns them to a variant and applies the text change (just like an Element Test). It also sets a session flag so that conversions can be tracked on other pages. When the visitor clicks an element matching the conversion selector on any page of your site, IterOps records it as a conversion for that visitor's variant.
Session scoping
Conversions are session-scoped: the visitor must see the treatment page in the current browser tab before conversions are tracked. If they close the tab and come back later, they will see the same variant (the assignment persists in localStorage), but conversions will only be tracked after they visit the treatment page again. This ensures you are measuring the causal impact of the text change, not clicks from visitors who never saw it.
Setting up a Conversion Test
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1
Navigate to your website's A/B Experiments page and click New Experiment, then select Conversion Test.
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2
Enter the Treatment Page URL where the text change will be applied, the Treatment CSS Selector of the element to change, and the Original Content and Variant Content.
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3
Enter the Conversion Selector -- the CSS selector of the element you want to track as a conversion goal. This element can be on any page of your site.
/* Examples */
#signup-button
button.purchase-btn
a[href="/checkout"] -
4
Click Create Experiment, then Start Experiment when you are ready to begin.
Reading results
The results table shows the Conversions count for each variant -- the number of times visitors in that group clicked the conversion element after seeing the treatment page. A positive Lift percentage means the variant text is driving more conversions than the control.
Choosing between experiment types
| Element Test | Conversion Test | |
|---|---|---|
| What you change | One element's text | One element's text |
| What you measure | Clicks on that same element | Clicks on a different element (any page) |
| Metric | Click-through rate (CTR) | Conversion count |
| Scope | Single page | Cross-page (session-scoped) |
| Best for | Button labels, headlines, CTAs | Measuring downstream actions like signups or purchases |
Frequently asked questions
- What is the difference between an Element Test and a Conversion Test?
- An Element Test changes text and measures clicks on the same element (CTR). A Conversion Test changes text on one page and measures clicks on a different element across any page on your site. Use Element Tests for quick copy experiments and Conversion Tests when the action you care about happens on a different page.
- How does variant assignment work?
- Visitors are randomly assigned to the control or variant group on their first visit. The assignment is stored in localStorage so they always see the same version, even across sessions. For Conversion Tests, conversions are only tracked after the visitor sees the treatment page in the current browser session.
- Can I run multiple experiments at the same time?
- You can run one element experiment and one conversion experiment per page URL simultaneously. The snippet handles both independently.
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