Wix and Webflow A/B testing

Two editors.
The maths doesn’t care which.

Wix has no page-level A/B test, and Webflow sells one as an add-on. Wix’s Release Manager can publish a test site, a second version of your whole site, to a share of visitors: one at a time, with no comparison report. Webflow Optimize runs real A/B tests from the Designer, from $299 a month billed yearly. On both, a testing script in the site’s head code tests single elements for far less. The chooser below picks the route for your page and traffic and says how long the test runs; Builderify A/B Testing is one such script.

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Wix 1 test site Webflow Optimize $299/mo

By the Builderify team

Illustration · one tag in each site’s head. For B, only the headline is hidden while it changes.
01 / What’s built in

Do Wix and Webflow have
built-in A/B testing?

Both have something, and they are not the same kind of thing. Wix gives you a staged rollout: a second version of the whole site, shown to a percentage of visitors. Webflow gives you a testing product, Optimize, with variations, targeting and a winner, sold separately.

Wix test sites compared with Webflow Optimize, the native A/B testing options on each builder
  Wix · test sites Webflow · Optimize
What it is Rollout

A version of your site deployed from the editor and shown to a share of visitors you set, 0 to 100%, in the Release Manager.

 A/B tests

A paid add-on. You build variations of elements or pages in the Designer; a traditional test splits traffic at fixed percentages.
What gets split Whole site

Everything. The test site is the full site as you last edited it, not one page or one element.

 Elements, pages

An optimization targets what you choose, from a line of copy to a sitewide navigation element.
At once One

One test site in the Release Manager. To start another, discard the current one first.

 Five

Up to five concurrent optimizations on the standard add-on; unlimited on Optimize Enterprise.
Who sees it Everyone

A percentage of all visitors, on every device, browser and location. Device, location and language targeting are open feature requests.

 Targeted

Audience targeting by device type, behaviour, UTM and location.
Results Not stated

Wix’s test-site help describes no report comparing the two versions. You measure conversions yourself.

 Winner

Compares two or more variations to find a winner.
Shared data Shared

Both versions use the same database collections, and Wix warns that features holding data may not work on test sites.

 Same site

Variations live on the one published site, so forms and CMS stay as they are.
Cost and plans Included

No plan is named in Wix’s help. The site must have been published at least once.

 $299/mo+

From $299 a month billed yearly ($379 monthly) for 25,000 page views a month. Not on Starter or Ecommerce site plans.

Checked against Wix’s help and developer docs and Webflow’s pricing page on 4 October 2026. Email is a separate question: Wix lists A/B testing in Wix Email Marketing as a feature request, not a feature. Sources are at the end.

02 / Wix

How to split test
a Wix page.

For a redesign, use a test site. For one headline, a section or a button, use a testing script: it splits visitors per element, keeps score, and leaves your one test site free.

A. A test site, from the Release Manager

Native
  1. Publish the site at least once. Wix won’t create a test site before that.
  2. Make your changes in the editor, then click Site on the top bar and Deploy Test Site. In Wix Studio it is Site › Create Test Site from the main menu at the top left.
  3. In the dashboard’s Release Manager, open the test site’s More Actions menu, choose Edit exposure and enter a percentage, such as 50.
  4. Count conversions for each version yourself. When you’ve decided, Publish this version sets it to 100%, or Discard drops it.

B. A testing script in Custom Code

Script
  1. Check the site is published and has a connected domain. Connecting one needs a Premium or Studio plan.
  2. In the dashboard, go to Settings › Custom Code (under Development & integrations) and click + Add Custom Code.
  3. Paste the tool’s tag, name it, choose All pages and load it on each page your visitor opens, not once per visit, so every page can run its test.
  4. Under Place Code in, pick Head, the earliest of Wix’s three spots, and click Apply.
  • One test site at a time Wix keeps one test site in the Release Manager. Discard it before you deploy another.
  • The exposure is everyone The percentage covers desktop and mobile, every browser and every location. You can’t aim it at one device or country yet.
  • Data is shared Both versions read and write the same database collections, and scheduled jobs run only on the published version.
  • Custom code rules Custom code needs a connected domain, and changing the primary domain deletes your snippets. Since December 2025 Wix also blocks code that replaces fetch or reads its cookies.
  • Email is manual Wix Email Marketing has no A/B testing; Wix lists it as a feature request. Its developer API describes a do-it-yourself flow for subject lines.
03 / Webflow

Webflow A/B testing,
with or without Optimize.

Optimize is Webflow’s own testing and personalisation add-on: you design variations in the Designer and it splits traffic and calls the winner. Without it, a testing script in the site’s Head code does element-level A/B tests on any paid plan.

With Webflow Optimize Native

  1. Add Optimize to the site’s plan. It isn’t available on Starter or Ecommerce site plans.
  2. In the Designer, open the page from the Pages panel, then Optimizations › + › New test, and pick Traditional test for a classic A/B split.
  3. Add a variation and change it on the canvas: the copy, an image, a whole section.
  4. Publish. Visitors are split at fixed percentages until the test reaches statistical significance.

A/B test Webflow without Optimize Script

  1. Make sure custom code is open to you: a paid site plan, or a paid Workspace plan (Webflow names Core, Growth, Agency and Freelancer).
  2. Open Site settings › Custom code and paste the tool’s tag as the first line of Head code. For one page only, use that page’s Page settings › Custom code, inside the <head> tag.
  3. Save, then publish the site so the tag goes live.
  4. Build the test in the tool’s own editor against your published page.

What each Webflow plan unlocks for testing

  1. Starter
    Free

    No custom code and no add-ons, so no script and no Optimize.

  2. Basic or Premium
    From $15/mo

    Billed yearly. Custom code in Site and Page settings, so a testing script works.

  3. + Optimize
    From $299/mo

    Billed yearly, $379 monthly, for 25,000 page views a month and up to five tests at once.

Prices in USD from webflow.com/pricing on 4 October 2026. Webflow’s help centre blocks automated readers, so its plan and setup details here were checked through search results and Webflow’s developer docs.

04 / Chooser

Which way should I A/B test
my Wix or Webflow site?

Tell it the builder, the change and the page’s numbers. It picks the native tool or a script, says why, and works out how long the test needs at 95% confidence and 80% power.

Your site is on
What you want to test
Webflow site plan
Smallest lift worth finding
Recommended route Script
A testing script in Custom Code
Dashboard › Settings › Custom Code › Head, all pages

A headline is one element. A script swaps its text in the browser for the visitors in the test and leaves the rest of the site as published, so your one Wix test site stays free for bigger changes.

Native Test site · Release Manager
Script Script · Custom Code › Head
Per version
9,100
Both versions
18,200
Run it for
37 days
Twelve weeks6 weeks

Sample size per version for a two-sided 95% test with 80% power, never under 100 visitors and 10 expected conversions. Days assume every visitor to the page enters the test; round up to whole weeks so each weekday counts equally.

The route

Whole-page changes go native: a Wix test site, or Optimize on Webflow. Single elements go to a script, unless Wix has no connected domain (no custom code yet) or the Webflow site already pays for Optimize.

The sample size

n = (1.96√(2p̄(1 − p̄)) + 0.84√(p1(1 − p1) + p2(1 − p2)))² ÷ (p2 − p1)², where p2 is your rate raised by the lift. Days = 2n ÷ daily visitors, rounded up.

The cut-off

Past 84 days the chooser says not yet. Seasons, campaigns and cookie churn muddy a test that long, and a bolder change gets an answer sooner.

05 / With Builderify

The script route,
on Wix and Webflow.

Builderify A/B Testing has its own tag, separate from the regular Builderify snippet. Copy it from A/B Testing › Install and put it as high in the head as the builder allows. Then open your live page in the visual editor, click an element and record the change.

On Wix
Settings › Custom Code › + Add Custom Code. All pages, loaded on each new page, placed in Head. Needs a connected domain.
On Webflow
Site settings › Custom code › Head code, as the first line. Save and publish. Needs a paid site or Workspace plan.
Check it
Add ?bdf_ab_debug=1 to the page’s address and the tag logs what it decided in the browser console: which test, which version, which changes it applied.

Running on another builder? See Squarespace A/B testing, with a significance calculator, or Shopify A/B testing.

How it avoids flicker0 → 1.5 s
  1. From the head, before the page paints, the tag decides each visitor’s version from tests carried inside the tag itself, about 2KB, with no request to wait on.
  2. It hides only the elements it is about to change, with visibility: hidden. Never the whole page.
  3. As each element arrives it is changed and shown. Anything still missing is shown when the document finishes loading.
  4. Whatever happens, everything hidden comes back within 1.5 seconds. A broken selector costs one unchanged heading, not a blank page.

It can

  • Replace an element’s text or HTML, set an attribute, hide it, or insert markup before or after it.
  • Keep each visitor on the version they first got.
  • Run on pages matched by URL rules, with a traffic share and weights per version.
  • Count goals: a page visit, a click, or a custom event.

It can’t

  • Change anything on the server: Wix or Webflow checkout prices, CMS items, form fields as stored.
  • Send half your visitors to a different URL. For a whole new page, use the builder’s own tool.
  • Run before the browser does. Changes happen in the visitor’s browser, after the builder’s HTML arrives.
  • Call a winner early: nothing is reported under 100 visitors and 10 conversions a version.

What the chooser’s default test costs on Builderify

18,200 visitors, each recorded once, plus their conversions.

Launch
25 credits
Results
18.8 credits
Whole test
43.8 credits
Free each month
250 credits

Results are 1 credit per 1,000 recorded and a launch is 25; page loads with the Builderify widget on them are 10 credits per 1,000. One-time packs start at $9 and never expire, with no monthly fee. See pricing. To follow the same visitors past the test, from first page to signup, pair it with User Journey analytics, and read how to track conversions by URL to set a thank-you page as the goal.

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Questions

Wix and Webflow A/B testing, before you ask.

Not for single pages. Wix's Release Manager can publish a test site, a second version of your whole site, to a percentage of visitors that you set from 0 to 100. You can have one test site at a time, and Wix's help describes no report comparing the two versions.

In the dashboard go to Settings, Custom Code, then Add Custom Code. Paste the tag, choose All pages loaded on each new page, and place it in Head. Wix only runs custom code on a published site with a connected domain, which needs a Premium or Studio plan.

Webflow lists Optimize from $299 a month billed yearly, or $379 monthly, for 25,000 page views a month and up to five concurrent optimizations. Higher page-view tiers cost more, and Optimize Enterprise is priced by sales. Add-ons are not available on Starter or Ecommerce site plans.

Yes. Paste a testing tool's script as the first line of Site settings, Custom code, Head code, then save and publish. Custom code needs a paid site plan or a paid Workspace plan. A script changes elements on the page in the browser, so for whole-page redesigns Optimize is the easier route.

Builderify's A/B tag runs from the head and hides only the elements it is about to change, never the whole page. Each one is shown as soon as it is changed, and anything still hidden comes back within 1.5 seconds whatever happens.

Sources

Read on 4 October 2026. Webflow Help pages checked through search results.

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