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Find your website's winning formula by running A/B tests. ​​Use data to guide your design choices and watch your conversion rates rise.

Choosing the right layout, images, or message can feel like a guessing game. Bring more certainty to this crucial part of your job with Matomo's A/B Testing plugin.

Start running A/B tests without complex or expensive tools. Create experiments, compare different versions of your website and identify winners.

How A/B Testing Works

Decide Test Winners Without Complex Statistics

Defining an A/B test winner requires the use of statistics, a complicated and time-consuming task for most marketers. But with Matomo's A/B Testing plugin, that's no longer the case.

Get a detailed breakdown of your test's variations with all the metrics that matter. If one reaches statistical significance within the desirable detectable effect, you'll be informed right away so you can roll out the changes confidently.

Decide Test Winners Without Complex Statistics

See How Your Tests Perform Over Time

Watch how your A/B tests unfold over weeks and months with the evolution report. Plot different key metrics and overlay audience segments to analyse your data in detail. Keep an eye on their progress and ensure everything runs smoothly.

See How Your Tests Perform Over Time

Define a Wide Range of Success Metrics

Define up to three success metrics and adapt your experiments to what matters to you: higher conversions, orders, or more. It's A/B testing; your way.

Define a Wide Range of Success Metrics

Setting Up A/B Tests Doesn't Get Any Easier

Configure tests by giving them a name, hypothesis, and description (for reference). Then, define the number of variations and target pages to run, and you're good to go.

Run experiments in minutes and enjoy faster growth with the A/B Testing plugin.

Setting Up A/B Tests Doesn't Get Any Easier

Stay On Top of All Your A/B Tests

Gain a crystal-clear snapshot of your tests' performance. Look at how many visitors you get per version, how many actively entered the target page, and the overall conversion rate.

Stay On Top of All Your A/B Tests

Try A/B Testing Today

Create unlimited A/B tests with unlimited variations and tailored goals, and unlock the power of data-driven growth. Tailor every aspect of your site based on what resonates with your audience with Matomo's A/B Testing plugin.

Start your 30-day free trial and see your business growth compound.

Features

  • The user interface guides you through all stages from creating an experiment to interpreting the results.
  • Run an experiment in the browser or on a server using the JavaScript A/B testing framework.
    • All you need to do is to implement a method that defines what happens when a variation gets activated.
    • Possibility to test entirely different versions of your website by using redirects.
  • Run an experiment on a server (PHP, C#, Python, Ruby, ...).
  • Run an experiment in applications, games and on mobile devices like Android or iOS in combination with pretty much any A/B testing framework.
  • Run an experiment to see how different search marketing campaigns, ad campaigns or email marketing campaigns influence the browsing behaviour on your website.
  • Force the activation of a specific variation via a URL parameter so you can test it easily and share the URL with colleagues when you need to get each variation approved before running a test.

Reporting features

  • Get an overview over all experiments in just one page.
  • Once an experiment is running:
    • Shows the description, hypothesis and goal of the experiment in the report of the experiment.
    • Shows an evolution of your success metrics for each variation.
    • Shows how the different variations compared between each other, for each of your success metrics.
    • Shows notifications for each success metric once a potential winner or loser is detected.
    • Makes sure the results are statistically significant and enough visitors or users have entered the experiment.
  • Segment A/B testing reports by any existing Matomo segments.
  • Segment Matomo reports by experiments and variations.
  • Access raw data for advanced custom analysis

Manage A/B tests

  • Users with admin access can create unlimited A/B tests (experiments).
  • Assign as many variations to your experiment as you like.
  • Define success metrics like:
    • Goal conversions,
    • Goal revenue,
    • Ecommerce orders,
    • Ecommerce order revenue,
    • Total conversions,
    • Total revenue,
    • Page views,
    • Bounces,
    • Visit length (time).
  • Define which improvement rate you expect from an experiment.
  • Define the Confidence Threshold you need to be statistically sure the change is not due to randomness.
  • Define on which pages an experiment should (or should not) be activated.
  • Define how much traffic the experiment should get in total.
  • Allocate a different amount of traffic to your variations.
  • Schedule your experiments to run from a start date and/or to finish on a given date.
  • Integrates with the Activity log plugin to let you monitor and audit changes to your A/B tests.

Export and API features

  • HTTP API to create, update, start and finish experiments.
  • HTTP API to fetch all A/B testing reports and metrics overall and for each variation.
  • Get access to all the raw data via MySQL for 100% data ownership.

View this plugin for a specific Matomo version:

The A/B Testing User Guide and the A/B Testing FAQ help you getting started in running A/B tests. The A/B Testing developer guides help you embedding and implementing A/B tests into your project.

Demo

  • Report

  • Manage your experiments easily

  • Configure your experiments

  • Define your success metrics

Do you have a question about this plugin? Email us

View this plugin for a specific Matomo version:


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