A/B testing pages
A/B testing splits your traffic between two versions of a page (or two versions of a step in a funnel) and tells you which one converts better. It's the difference between guessing and knowing.
Set up an A/B test
1. Open the funnel → select the page you want to test
2. Click "Create Variant" — this duplicates the page as Variant B
3. Edit Variant B with the change you want to test (different headline, button color, image, copy length)
4. Set traffic split (default 50/50)
5. Set the success metric (form submission, button click, page reaches step 3)
6. Publish — traffic is split automatically
7. Wait for statistical significance (typically 200+ conversions per variant) before declaring a winner
What's worth testing
| Element | Why it matters | Example test |
|---|---|---|
| Headline | Most-read element on the page — huge impact | Pain-focused vs. outcome-focused |
| CTA button text | Decision moment | "Get Started" vs. "Book My Free Consult" |
| Hero image | Sets emotional tone in 1 second | Person looking at camera vs. product shot |
| Form length | Friction — each field measurably reduces conversions | 5 fields vs. 3 fields |
| Page length | More copy converts in some markets, less in others | Long-form vs. short-form |
| Pricing display | How prices feel affects whether they're acceptable | Monthly vs. annual upfront |
What's NOT worth testing
Tiny visual tweaks (button shade) — unlikely to move conversion measurably
Tests on pages with under 1,000 visitors per month — you'll never reach significance
Two ideas you're not committed to acting on if one wins — just do the better one
TIP — Run one test at a time
Resist the urge to test 5 things at once. With only one test active, you can isolate the cause of conversion differences. Multiple simultaneous tests on the same audience tangle your results and hide which change actually helped.
