A/B tests – optimization

Last updated: August 22, 2022 Written by: Avatar Teresa
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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. Click More (three dots icon) next to your landing page and select Optimization.

2. You can also access A/B tests from the Dashboard of your landing page.

landingi dashboard

In the Dashboard, go to the Optimization tab.

Create variants

1. The main variant is marked by a yellow label, and by default, it is the landing page from which you start the test. You can change it before, during, and after the test.

You cannot delete your main variant 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. Click Add new variant. You have two options:

  • duplicating the current main variant;
  • duplicating another previously created landing page.

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, enter the new one, and confirm.

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Once your variant is created, navigate to its editor and click Publish – you cannot start the test while any variant is unpublished.

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 (1), you will be moved to the 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 (2) (three dots icon) on the test management panel.

  • Set as main variant – sets the given variant as the main one and marks it with the star icon.
  • Duplicate as new variant – copies the current variant and creates a new one.
  • Duplicate as new landing page – 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.
  • Delete – removes the variant. This action is unavailable for the main variant.

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 split for each variant. To do this, click on the percentage box and enter the appropriate value.

Traffic distribution does not mean the 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. You can determine when your test will end. To do so, click Show settings.

2. 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.

3. After the test, you can manually choose the winner from the tested variants and set it as the main variant. Such a landing page 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.

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 split – 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.
  • Conversion rate – a value that indicates what percentage of users converted.

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

Increase conversion

PageInsider is our AI-driven analytics feature that will provide you with information about where the visitors are most likely to focus their attention. That gives you a chance to make most use of A/B tests.

1. Click Analyze the main variant, under A/B test settings, to get information on how to optimize your main landing page.

If you do not have access to PageInsider yet, firstly, click Get it as add-on.

2. PageInsider™ needs a couple of minutes to finish its job. While it's analyzing your landing page, you can exit the A/B tests settings, move freely throughout the platform, and come back later for results.

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

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