Conversion Actions and Goals

Nelio A/B Testing Plugin is the most powerful tool for A/B testing your WordPress. It offers you the chance to test several different aspects from your site easily from within WordPress, so there’s no need to learn new complex tools. One of the most important things in A/B testing is the definition of conversion goals. Learn how you can specify them with Nelio A/B Testing!



Definition of Conversion Actions and Goals

Understand what Conversion Actions are and how Goals help you analyse the results

A Simple Example

Here’s Bob. Bob works as a web designer and he is an expert in corporate design. In his website, he offers three basic services (or packages):

  1. Corporate Design. He helps his customers define the corporate image for their companies, including the logos, colors, and so on.
  2. Digital Image. He helps his customers to move to the digital world, creating website designs that adhere to their already-existing corporate designs.
  3. Corporate Design and Website Development. A combination of the two previous ones, where he offers an integral solution to his customers.

These packages are all presented in the Landing Page. This way, whenever a visitor comes to his web, she can directly know what Bob offers. In case she wants to know more about a certain package, Bob also created a WordPress page for each package. These additional pages have several benefits for his website: they improve SEO, they present further information, they have a contact form to aim customers contact him, …


Bob wants to increase the number of visitors that are interested in his services. In order to do so, he creates an A/B Testing experiment on his Landing Page. He has a few ideas on what to change (colors, headlines, or buttons), but how will he know which alternative versions makes more visitors to be interested in his services? Bob must first define what he considers an “interested visitor” and set this as the goal of the experiment. 

We have already seen that each package has its own WordPress page, where further details and a contact form are available. Therefore, Bob decides that “a user is interested in (one of) his services if the user goes from his landing page to the package description page”.

Let’s see how this can be achieved with Nelio A/B Testing!


Conversion Actions

The idea behind A/B testing is that one wants to increase the number of visitors to his website that perform a certain action. Examples of these actions* may be:

  1. Visiting a certain page or post within WordPress
  2. Visiting an external page
  3. Submitting a form
  4. Reading the whole article
  5. Remaining more than 2 minutes in his page

In our example, Bob wanted to increase the interest his visitors show in his services. In order to measure this interest, he decided that users have to visit one of the pages with the details of his packages (that’s the action).

* Note that some of the listed actions might not be (yet) available in Nelio A/B Testing. New releases of our plugin include new actions you can use for tracking conversions, so stay tuned!


Conversion Goals

Nelio A/B Testing offers the possibility to evaluate one or more goals, and, for each of them, define the actions that should be taken to fulfill that goal. When the experiment is running (or once it is finished), you can evaluate the performance of each alternative with respect of every single goal.

In our example, Bob had a clear goal when he defined his A/B experiment—increase the interest in his products. This goal would have been defined as follows:

  • Goal (main goal). Increase interest in any of my products.
    • Action. Visit the WordPress page Corporate Design.
    • Action. Visit the WordPress page Digital Image.
    • Action. Visit the WordPress page Corporate Design and Website Development.

But the following goals could have been also defined:

  • Goal. Increase interest in my basic products.
    • Action. Visit the WordPress page Corporate Design.
    • Action. Visit the WordPress page Digital Image.
  • Goal. Increase interest in my advanced product.
    • Action. Visit the WordPress page Corporate Design and Website Development.

Now Bob has all the information he needs to decide which alternative is better, depending on what he wants to maximize (all kinds of interested visitors or only visitors for specific packages)!

What about you?


The Value of A Conversion

Nelio A/B Testing aims to help you increase your conversion rate and, hence, your revenues. Starting at version 3.4, you are now able to define the average benefit that a conversion gets you. Thus, for instance, a user subscribing to your basic plan (and thus fulfilling the Subscribe to our Basic Plan goal) gives you USD29, whereas a user subscribing to your professional plan (which fulfills a different goal) gives you USD74.

Have all the relevant information in your WordPress! There’s no longer the need to use additional tools and spreadsheets to get this information.

Available Conversion Actions in Nelio A/B Testing

Visiting a WordPress Page

This is one of the most common actions available. In order to add one action of this kind, simply click on Page, available in the New Actions section of each Goal. This action counts a conversion when a user accesses the specified page in your WordPress site.

  1. Direct/Indirect access. When set to directly, conversions are only computed if the user accesses the page right after she has visited the tested element. When set to indirectly, conversions are computed whenever the user accesses the goal, regardless of the page she comes from.*
  2. Page. The page that has to be accessed by the user to compute a conversion.

* Provided that the user has seen the tested element one time before accessing the goal. If the user has not seen the tested element, but she got to the goal page, it doesn’t make sense to assume it’s because of the tested element.

Visiting a WordPress Post

In order to add one action of this kind, simply click on Post, available in the New Actions section of each Goal. This action counts a conversion when a user accesses the specified post in your WordPress site.

  1. Direct/Indirect access. When set to directly, conversions are only computed if the user accesses the post right after she has visited the *tested element. When set to indirectly, conversions are computed whenever the user accesses the goal**, regardless of the page she comes from.
  2. Post. The post that has to be accessed by the user to compute a conversion.

* This setting is not available for CSS and Theme experiments. These experiments do not test a page in particular, but the whole website (since the different alternatives modify the whole website).

** Assuming the user has seen the tested element one time before accessing the goal. If the user has not seen the tested element, but she got to the goal post, it doesn’t make sense to assume it’s because of the tested element. Therefore, if the user sees the tested page (either the original version or one of its alternatives), then goes to another page, and then goes to the goal page, that’s a conversion. If, however, she sees one or several pages, none of which is the tested page, and then accesses the goal, that’s not a conversion.

Visiting an External Page (based on its URL)

This is one of the most common actions available. In order to add one action of this kind, simply click on External Page, available in the New Actions section of each Goal. External Pages are essentially identified by its URL. This action counts a conversion when a user is about to leave your page and go to the URL address as the specified in the action*.

  1. Name. A friendly name (more friendly than a URL) for the goal page.
  2. URL. The URL of the page that has to be counted as a conversion, when accessed from your WordPress site*.

* We only track this navigations if the user clicked a link whose href attribute corresponds to the URL specified in the action. For security reasons, we cannot know where the user goes if he types the URL directly in her browser’s location bar, or if she goes to the goal page from a page outside your own WordPress site.

Form Submission (Gravity Forms and Contact Form 7)

One of the most important conversion actions we want our users to perform is a form submission. Either because we are interested in getting their contact details, to subscribe to our newsletter, or to post content in our site, tracking if users successfully submit a form or not is usually crucial.

Nelio A/B Testing is now compatible with two of the most well-known form plugins for WordPress: Contact Form 7 and Gravity Form. If you have any of these plugins installed, you’ll see a new action available in the Goal Definition, named Form Submit*. Click on it to track the submission of a form. The fields it requires are:

  1. Submission from any page or from the tested page only. Forms can be included in all the pages of your website, but given a certain experiment you’re only testing one page. With this setting, you can select whether the form submission has to be counted as a conversion always (any page) or only if it was submitted from the tested page (either the original version or one of its alternatives). This is similar to the “direct/indirect” navigations for page- or post-access actions.
  2. Form. The form you want your users to submit. Just click on the dropdown field and select the specific form among all your forms.

* If you have both plugins installed, there’ll be two different actions, one for each.

Click on an Element in the Page

What if your page relies on AJAX for displaying dynamic content? What if your conversion actions occur on the page itself, without the need of accessing other pages or submitting forms? What if you simply want to track your users clicking on a certain element in your page?

Nelio A/B Testing can now track Element Clicks. With element clicks, you simply need to define the element(s) that you expect your visitors to click on, and a conversion will automatically be counted whenever they do so! Here’s the required information:

  1. Selection Mode. There are multiple options for specifying which element should be tracked:
    • ID. Use the ID of the relevant elements for tracking them.
    • CSS Path. Use a CSS path (such as, for instance, body span.feat) to select relevant elements.
    • Text. Specify the exact and complete text that the relevant element contains to track it.
  2. Selection Value. Once you selected one of the aforementioned modes, you simply need to specify the specific ID, CSS Path, or expected Text to find and track the relevant element.

Purchase a Product

One of the most important goals for e-commerce is to sell more products. Testing several versions of a page to see which one drives more sells is a must for every growth hacker. You want to know how to increase the number of product purchases.

Nelio A/B Testing can now track Product Purchases in WooCommerce. Regardless of the type of experiment you’re running, Nelio now offers the opportunity to count as a conversion the fact that a certain product has been purchased. When a WooCommerce order is completed, if that order contains that product, Nelio will count that as a conversion. Here’s the required information:

  • Product The WooCommerce product that has to be included in an order that changes its status to Completed to compute a conversion.
Antonio VillegasPowerful Analytics