WYSIWYG (What You See Is What You Get)

Visual editor for creating, modifying and styling content (text, images, blocks, layouts) directly from a graphic interface, without the need for coding. This type of tool displays in real time the final rendering as it will appear to the user, making it particularly accessible to non-technical profiles (marketers, designers, copywriters, etc.).

For CRO andA/B testing, WYSIWYG editors are invaluable for :

• quickly create page variants (titles, visuals, buttons, formatting),
• speed up test cycles, without requiring developers,
• personalize content on a large scale, notably via platforms such as AB Tasty, Optimizely, VWO, or Dynamic Yield, which often integrate this type of editor.

🔎 Limits to be aware of:

• For complex or structural modifications (business logic, user path, advanced customization), WYSIWYG editors quickly reach their limits.
• They can generate heavy or unoptimized underlying code, resulting in web performance degradation: slow loading, duplication of styles, flickering, or conflicts with native CSS.
• Excessive use can undermine maintainability and overall visual consistency if variations are not properly controlled.

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

‍