Cheap, Affordable A/B Testing for Campaigns in Tridion

I recently had a question come up of how one could do A/B Testing in Tridion. There are some old Tridion plugins out there, and it would certainly be possible to develop an Alchemy extension for one today. But there is an easy way that you could optionally show/hide components, that could be implemented in just a few hours? Yes, there is.

The parts of an A/B test

Let’s start with all of the parts of an A/B test that you may want:

  1. A way to associate two components together
  2. A mechanism to decide whether to show A or B
  3. A mechanism to show A or B
  4. The ability to send data about which item, and which page, has been shown

Associate two components on a page

An easy way to do this is with metadata. Especially if you’re looking at DD4T, metadata is in the model of a component. So create a field called test_against in the metadata for your schema. Let it be a plain text field, where the content author can input the TCM-id of the other component that this is tested with.

Then, go to each component to test, and fill in your “test_against” field.

An Illustration of how two components are related to each other with their fields
Component Component’s TCMID test_against field in metadata
A tcm-12345 tcm-54321
B tcm-54321 tcm-12345

A Mechanism that can decide whether to show A or B

For this example let’s make that mechanism a slight change to your URL.

Instead of, let’s add a parameter to to the url:

So, whenever we send out that particular URL, what we want is for only a component with TCMID tcm:12345 to be visible.

So what we’re suggesting is that content authors and campaign managers are making a conscious decision, somewhere in their materials, to send out a link to the A page, or the B page, or otherwise they’re linking to A or B pages within Tridion.

A Mechanism to show A or B

This comes in two parts

Tweak the Component Template

In your view or component template, you want to add a data-attribute to your container, in the markup.

Our goal is to add data attributes called data-testagainst and data-test to the container:

@model IComponentPresentation
@ {
 var c = Model.Component;
 var compId = c.Id.Replace(":", "-"); 

Add some JavaScript to the page

What we want is a few lines of JavaScript that, on page load, will hide one of the two components.
We do this in a few steps:

  1. Extract Parameters from the URL (urlParams)
  2. Find the element that we want to display by querying for an element whose data-test value matches what’s in the URL ( elementToShow)
  3. Find the element to hide by searching based on elementToShow‘s data-against attribute ( elementToHide)
  4. Hiding the element
function runABTest() {
  const urlParams = new URLSearchParams(;
  const elementToShow = document.querySelector(`[data-test="${urlParams.get('test')}"]`);
  const elementToHide = elementToShow ?  document.querySelector(`[data-test="${elementToShow.dataset.testagainst}"]`) : undefined;

  if (elementToHide) = 'none';

window.addEventListener('load', runABTest());

What we’re also doing is putting in a small amount of logic, via a ternary operator and an if statement, to make sure that the code only ever gets executed when we find an elementToShow

Sending Data about the item shown, and the page

As long as you’ve got Google Analytics or Adobe Analytics installed, then you’re set. The parameter in the URL will show up in your analytics and tell you that a user went to a page where a test was shown.

Put it all together

The final step for this is to put both components on a page, and then publish it.

Then the content author/campaign manager shares out one of two urls:


The JavaScript takes care of hiding the component, and the analytics that are already on the page captures the results!

Caveats and Whatnots

This is the cheap, affordable, easy-to-deliver, approach to A/B testing. A/B testing is ideally done server-side, and the best A/B testing works without parameters to the URL. But, for a quick test of which two components might be most effective for a page, this could work.

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