A/B tests

Last updated: April 4, 2022 Written by: Avatar Teresa
Table of contents
Table of contents

With A/B tests in Landingi, you can compare different versions of your landing page and check which one converts better a.k.a. brings more leads. Thanks to A/B testing, you can optimize your landing pages and increase the conversion rate.

NOTE: A/B tests are available with the Automate and Agency plans.

If you would like to know more about A/B tests, check our article What is A/B testing?.

A/B tests in the Landingi platform

1. Log in to your Landingi account and navigate to the Dashboard of your landing page.

landingi dashboard

2. Go to the A/B Test tab.

a b test landingi

Create variants

1. The main variant (champion) is marked by a star icon, and by default, it is the landing page from which you start the test. You can change it before, during, and after the test.

ab tests landingi

You cannot delete your main variant/champion or assign zero traffic to it. To remove the main variant, set a different landing page as the main variant and then delete the previous main variant.

To start the test, you have to add at least one additional variant, but nothing prevents you from testing more than two variants.

2. Add variants. You can create them in two ways:

  • copying the current main variant;
  • copying another previously created landing page.
add ab test variants

This action does not affect the original landing page, based on which the new variant is created.

3. You can change the variant’s name. Click on its name and enter the new one, then click Save.

change landing page variant name

During the test, you can edit all variants without stopping the test.

Every variant has the same URL address as the main variant.

IMPORTANT: Once your variant is created, navigate to its editor and click Publish – otherwise, not every style may work properly.

Edit variants

Variants in A/B testing can differ in small details, e.g., headline text, CTA, colors, etc., or in something bigger like background or whole sections.

Once you click Edit, you will be moved to Landingi editor, where you can edit your landing page as usual. Remember to publish your landing page after all the changes.

Besides editing, you can perform more actions on each variant – you will find them in the drop-down menu when clicking More (three dots icon) on the test management panel.

  • Edit – opens the editor of the variant. During the test, you can edit all variants without stopping the test.
  • Preview – shows a preview.
  • Set as the main variant – sets the given variant as the main one and marks it with the star icon.
  • Duplicate as a variant – copies the current variant and creates a new one.
  • Duplicate as new LP – creates a new landing page from the variant, with separate statistics and a different URL. This option is useful if you would like to publish any tested variants as a separate landing page.
  • Remove – removes the variant. This action is unavailable for the main variant.
ab test landing page options

IMPORTANT: During the test, you can only perform the Preview and Edit actions.

Distribute traffic

By default, traffic distribution is evenly split among all variants.

1. You can manually specify the traffic distribution for each variant. To do this, click on the percentage box and enter the appropriate value.

traffic ab tests landingi

Traffic distribution does not mean exact percentage targeting of users to individual variants, but the probability of loading a specific variant during the new user’s visit.

For example, a 50% traffic split between two variants does not mean that half of the participants will go to variant 1 and the other half to variant 2, but that both variants have a 50% chance of being displayed during a new user’s visit.

2. We recommend running A/B tests on heavy traffic when you can accumulate several hundred conversions on each of the tested variants. In the case of low traffic, the test results will be unreliable.

Decide how to finish the test

1. Determine when your test will end. You can choose from the following options:

  • manually – you decide on your own when to finish the test;
  • automatically after x visits;
  • automatically after x conversions;
  • automatically after x days.
end landing page a/b test

2. After the test, you can manually choose the winner/champion from the tested variants. The new champion automatically becomes the main variant, and this will be the landing page that will display at the given URL when the test is not active.

Start the A/B test

1. After setting up your A/B test details, click Start the test.

start ab test landingi

2. The test will end when the conditions you specified in the settings are fulfilled or when you manually end it.

3. During the test, a small red icon will appear next to the landing page name.

a b test landingi

Analyze test statistics

Each of the variants has specific parameters that you can track in the test management panel:

  • Traffic – percentage value that determines the probability of displaying the variant.
  • Visits – number of unique visits.
  • Leads – number of conversions; depending on the conversion goal you set, this may be filling out a form or clicking a button.
  • CR (conversion rate) – a value that indicates what percentage of users converted.
landingi a b test statistics

After completing the test and restarting it on the same landing page, the statistics for every variant resets.

If you want to learn how to create better pages, check our article about 5 steps of landing page optimization.


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