WYSIWYG (What You See Is What You Get)

Visual editor that allows you to create, edit and style content (text, images, blocks, layouts) directly from a graphical interface, without needing to code. This type of tool displays the final result in real time as it will appear to the user, making it particularly accessible to non-technical profiles (marketers, designers, copywriters, etc.).

As part of a CRO and A/B testing approach, WYSIWYG editors are valuable for:

• quickly creating page variants (headlines, visuals, buttons, formatting),
• speeding up test cycles, without involving developers,
• personalizing content at scale, notably via platforms such as AB Tasty, Optimizely, VWO, or Dynamic Yield, which often include this type of editor.

🔎 Limitations to be aware of:

• For complex or structural changes (business logic, user journeys, advanced personalization), WYSIWYG editors quickly reach their limits.
• They can generate heavy or unoptimized underlying code, leading to degraded web performance: slower loading, duplicated styles, flickering, or conflicts with native CSS.
• Excessive use can harm maintainability and overall visual consistency if variations are not properly managed.

Therefore, for critical or complex tests, a code-based or server-side approach is often more effective and robust.