What is a variation(s)?
In conversion rate optimisation (CRO) testing, a variation refers to an alternative version of a webpage or digital experience that differs in some way from the original, or control. The control is the baseline experience against which all changes are measured. Variations are deliberately created to test how specific modifications influence user behaviour, engagement, and ultimately, conversions.
What a Variation Can Include
Variations can involve subtle or significant changes, depending on the hypothesis being tested. Common examples include:
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Design changes: adjusting layouts, colours, or imagery.
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Content changes: rewriting headlines, product descriptions, or calls-to-action (CTAs).
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Functional changes: simplifying forms, altering navigation menus, or changing checkout flows.
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Offer changes: highlighting different pricing models, promotions, or value propositions.
Example
If the control page features a blue “Sign Up” button, one variation might test a green button, while another tests different wording such as “Get Started Today.” Each variation is exposed to a segment of traffic, and performance is measured against the control to determine which version drives higher conversion rates.
Why Variations Matter
Variations are the core of CRO testing because they:
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Provide a scientific framework for evaluating ideas.
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Allow marketers to isolate the impact of specific changes.
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Deliver data-driven insights rather than relying on assumptions or guesswork.
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Enable continuous optimisation by iteratively testing and refining.
Best Practices for Creating Variations
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Start with a clear hypothesis: Define why the change is being made and what outcome is expected.
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Change one element at a time (for A/B tests): This ensures results can be attributed to a single factor.
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Use multiple variations strategically (for multivariate tests): Explore how different elements interact with one another.
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Maintain consistency: Keep other variables constant so that comparisons with the control remain valid.
Strategic Value in CRO
The use of variations transforms optimisation from guesswork into a measurable, iterative process. By systematically testing and analysing different versions of a page, businesses gain insights into user preferences and behaviours, ultimately leading to higher conversion rates, improved user experience, and stronger business performance.
