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A/B tests can be created only on unpublished landing pages.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.
   
   
   
   
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 the Hamburger menu 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 each variant.
   
   
   
   
10.  You can toggle the sliders to determine the percentage of traffic that each variant should receive. The sum of the percentages must always be 100. Click on Save to proceed further.
    
    
    
    
11. You can now Click Publish to publish your A/B testing experiment.

Discarding an A/B testing experiment

1. Click Discard.
   
   
   
   
2. In the End A/B Testing Settings, click End Experiment to delete all the variants. When you discard an experiment, all your page visitors will be directed to the original version of your landing page. 
   
   
   

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.