Five Do’s and Don’ts of Wayby

Wayby delivers the most value when it becomes part of your continuous website optimization process. The goal is not simply to launch individual campaigns, but to continuously test, learn, personalize and improve.

Five do’s of using Wayby

1. Always integrate the Wayby JavaScript
Make sure Wayby is properly integrated across the website. Without the JavaScript, you limit what can be measured, tested and personalized.
See article how to integrate Wayby.io to WordPress
See article how to integrate Wayby.io to Shopify

2. Always run active A/B tests on your core pages
Your most important pages should continuously have active tests running. Focus especially on pages that generate traffic, leads or revenue.
See how to seperate active and passive campaigns from each other

3. Test enough content variations
Use at least three meaningful variants in an A/B test. More alternatives give you a better chance of identifying messaging that actually performs better.
See how to create multiple variations

4. Personalize landing pages for your ICPs
Different audiences respond to different value propositions. Match landing page messaging to the ICP, campaign and traffic source instead of sending everyone to the same generic content.
See how to create landing pages

5. Monitor campaigns every week
Wayby does not require constant management. Around 15 minutes per week is often enough to separate the wheat from the chaff, identify winning messaging angles and decide what to test next.
See best practises for data monitoring

Five don’ts of using Wayby

1. Don’t choose between A/B testing and personalized landing pages
Whenever possible, use both. Personalization improves relevance while A/B testing helps determine which message performs best.

2. Don’t run tests with too few variants
Testing only one alternative against the original limits your learning. Three variants should be considered the minimum for meaningful content experimentation.

3. Don’t make variants too similar
Changing a single word or making minor cosmetic adjustments often produces limited insight. Test clearly different headlines, value propositions, proof points and messaging angles.
See how Radalla Resort multiplied their conversion by A/B testing aggresively

4. Don’t launch campaigns and forget about them
A campaign without follow-up produces data but not necessarily learning. Review performance regularly, stop weak approaches and build new tests based on what is working.

5. Don’t optimize only for short-term conversions
Use Wayby to build long-term knowledge about your customers as well. Document winning messages, ICP-specific insights and recurring patterns so every new campaign starts from a stronger position.

Three things to never forget

1. Never forget that you are responsible for launching campaigns
Creating a campaign or variant does not automatically make it live. You are in control of launching both the campaign and its variants, so always check their status before expecting changes to appear on the website.
More about how to launch campaigns and variants can be found here.

2. Never forget that editing the underlying page can remove personalization
If you edit the original page in your website editor, for example in WordPress, the existing Wayby personalization for that page can be removed. This is an intentional safety feature designed to prevent Wayby from applying personalization on top of a page that has changed underneath it.

3. Never forget that you are always in control
Wayby does not publish edits without your approval. Whether a change is created manually or with AI, you decide what goes live. Every edit must be reviewed and approved before it becomes visible to website visitors.

4. Never forget to include the baseline when you want the most reliable results
Especially when A/B testing with organic traffic, include the original page as the baseline. This gives you a clear reference point for measuring whether your variants actually outperform the existing content and helps you make better optimization decisions based on real performance.
Learn here how to add baseline to your landing pages.

The best Wayby users build a simple continuous loop: personalize, test, monitor, learn and improve. The more consistently this process is repeated, the more useful Wayby becomes as a source of both better website performance and customer insight.