A/B Testing

A/B testing is the process of simultaneously comparing variants of a landing page to identify the one that brings in more clicks and conversions. Whether you want to check the conversion potential of a headline or improve the form completion rate, A/B testing is one of the most accurate, data-backed methods to improve landing page conversions and learn about your visitors.

Creating an A/B testing Experiment

1. Create a landing page in the landing page builder. This is now the original landing page with which your variants will be compared.

2. Click Optimize from the top menu. A/B tests can be created only in unpublished landing pages. If you want to create an A/B test for a published landing page, you must first unpublish it.

3. Select A/B Testing from the popup.

4. Once you enter the A/B Testing Experiment, your original landing page will be cloned to create the first variant, Variant 1.

5. You can make changes to the content and layout of this variant. The landing page element you choose to vary is referred to as the variable.

6. You can choose any element on the landing page as your variable, from headline to call to action. Write an alternative headline, switch up the order of elements, Include a video instead of the hero image or style the call-to-action button differently and test them against the original landing page. It is best to vary one element at a time to get accurate insights from the A/B test.

7. Click ☰ in the top left corner of the A/B testing window to open the variations menu.

8. You can view all your variants and create new variants in this menu.

9. Once you have created the required variants for the A/B test, click Split Traffic to determine the percentage of traffic for the original and variants.

10. In the Split traffic popup, you can toggle the sliders to determine the percentage of traffic that each landing page should receive. The sum of the percentages must always be 100.

11. You can now Click Publish to publish your A/B testing experiment.

Ending an A/B testing experiment

Once you have run the A/B test for a sufficient period of time and obtained meaningful insights, you need to end the experiment and choose the winning landing page variant and serve that to all users.

1. Click End Experiment.

2. In the End A/B Testing popup, click End Experiment to select the variant and end the experiment.

3. In the Select Variant popup, select the variant with the higher conversion rate to launch it.

Discarding an A/B testing experiment

When you want to end the A/B testing experiment without selecting a variant, you can choose to discard the experiment.

1. Click Discard.

2. In the Discard A/B Testing Settings popup, click Discard to delete all the variants and end the experiment.

A/B testing should never be a one-time exercise. Create an A/B testing Calendar to periodically test the efficiency of your landing page elements. It is always a good practice to create A/B tests when making updates to the landing page to maintain your conversion rate.

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