Drag-and-drop Technology

Drag-and-drop Technology is a user interface feature in A/B testing and website building tools that allows users to visually move, add, or modify elements on a webpage without writing code.

Meaning & Context

This technology democratizes website experimentation by providing visual editors where users can click on page elements and make changes through intuitive interfaces rather than editing HTML, CSS, or JavaScript directly. Most modern A/B testing platforms include drag-and-drop editors for creating test variations, allowing marketers to build experiments independently. While convenient, these tools sometimes generate inefficient code or have limitations with complex page structures.

Why It Matters

Drag-and-drop interfaces significantly reduce the technical barriers to running A/B tests, enabling marketing teams to launch experiments without developer resources for every variation. This acceleration of testing velocity allows organizations to run more experiments and iterate faster on optimization insights. However, CRO professionals must balance convenience with performance considerations, as visual editors can sometimes introduce page flicker or slower load times compared to native implementations.

Example

A marketing manager uses the drag-and-drop editor in VWO to create a test variation by moving the testimonials section above the product features on a landing page, launching the experiment in 15 minutes without submitting a developer ticket.