A/B test: Welcome SCreen
(Wix CMS)
Using data to show content impact, especially in a critical entry point to the product.
The context
I identified an opportunity to improve the welcome screen for Wix CMS, a critical entry point where site builders first encounter the product.
While Wix Classic and Wix Studio Editors serve different audiences, they were using identical content. This presented a chance to tailor our messaging specifically for Wix Studio's professional user base.
Wix CMS lets site builders store and manage content in structured collections, then display it dynamically across their sites through automatically updating pages and repeating elements. This functionality is particularly valuable for professional builders working in Wix Studio, who create larger, complex sites or design for clients.
However, the original welcome screen content wasn't properly conveying those benefits. The messaging focused on technical actions ("Add the CMS," "set up collections," "build forms"), rather than the strategic benefits these professionals would value.
This provided a great opportunity to A/B test and measure impact using data.
​
The change
As Wix Studio Editor is geared towards professional site builders, I wanted to highlight the benefits the CMS would offer them.
In the original text, the focus was placed on the actions the user would be doing (“Add the CMS”, “set up collections”, “build forms”, etc.). I wanted to instead highlight what the CMS would allow them to do (“Manage content”, “display dynamically”, “collect info using forms”, etc.).
I also reframed the call-to-action to feel more like an invitation than a transaction:
Before: "Add to Site"
After: "Get Started"
This shift positioned the CMS as an empowering tool rather than just another feature to install.
The original "A" version next to the new "B" version
And... the results!
To measure the impact of these content changes, I ran an A/B test comparing the original screen against the new version.
After running the test, we saw a 23.8% increase in users adding the CMS (our main KPI), and a 14.7% increase in Premium upgrades!
These results demonstrated that benefit-focused content not only motivated users to adopt the CMS, but also helped them recognize the value this added to their sites. This extra value then made it worth their money to upgrade.