A/B Testing Forms

Unlock the power of A/B testing forms

Ira avatar
Written by Ira
Updated over a week ago

A/B testing forms is a powerful feature that allows you to experiment with different variations of your popup forms to optimize their performance.

By comparing two versions of a form, you can make data-driven decisions to enhance your conversion rates and improve the user experience.

This user guide will walk you through the steps to set up and use this feature effectively.


Before You Begin

  • For the time being, A/B testing is exclusively available for popup forms.

  • When testing forms with or without teasers, keep in mind that views of the teaser are not counted in the results. This applies to teasers set before or before and after the form appears. Instead, we suggest A/B test a form with a teaser set to appear after the form or a form with different teaser texts.

  • Results may not be comparable when testing forms with different targeting settings. For consistent comparisons, use targeting to A/B test the form on the same page (e.g., /products).


With A/B Testing Forms, you have the flexibility to experiment with various aspects of your popup forms. Here are some popular use cases to get you started:

  1. Different Copywriting. Test variations in the text and messaging of your forms.

  2. Different Visuals. Experiment with images, colors, and graphics.

  3. Look and Feel. Adjust both the visual elements and copywriting for a comprehensive makeover.

  4. Display Settings. Test different triggers or timing for form display.

  5. Single-Step vs. Multi-Step Forms. Explore whether a one-step or multi-step form is more effective.

  6. Contact Information. Experiment with the amount of information you collect, such as email only, email plus SMS, email plus name, etc.

  7. Promotions. Compare different promotions to see which resonates with your audience.

  8. Form with a Teaser vs. Different Style or Text Teaser. Test whether changing the teaser style or text impacts the conversion rates of your form.

  9. Wheel of Fortune vs. No WoF. Test whether adding gamification affects form submissions.

Setup Process

Step 1: Pick Your Form

Start by choosing the popup form you want to work with. Think of this form as a special interaction point with your website visitors.

Step 2: Create Two Versions

Click to start the A/B test under Behavior Settings of your form. Next, you'll see 2 copies of your original form. Using them, you need to create two different versions of your chosen form:

  • Control Version: Keep the first copy as your original form; you can leave it unchanged. It's your "baseline" for comparison.

  • Experimental Version: Use the second copy as the modified version of the form, where you'll make some changes.

Feel free to modify the second copy the way you'd like to test it; see more ideas above. In our example, we added the First name field to the second step of the form to see which form attracts more subscriptions.

Finally, go to the original form by clicking on the form name, and feel free to adjust the A/B test settings.

Step 3: Decide on Traffic Split

Imagine your website as a busy road, and you're deciding how much of the traffic goes through the original form (Control Version) and how much through the modified one (Experimental Version).

Step 4: Start Your Test

Once you've decided on the traffic split, you're ready to start your experiment. Visitors to your website will see either the original form or the modified one, but not both at the same time.

Step 5: Keep an Eye on Results

Now comes the exciting part! You'll want to watch closely to see how each form performs. Look at things like how many people sign up or how many click on a link in the form. This is where you learn what's working and what's not.

Step 6: Choose the Winner

After collecting enough data and giving your test some time, you'll want to pick the "winner." This is the form version that does better at getting people to take the action you want, like signing up for your newsletter. This will become your main form.

Step 7: Merge Your Data

Once you've picked a winner, don't worry; you won't lose any of your precious data. All the information you collected from both form versions will be combined into the one that did best.

By following these steps, you can set up A/B testing for your popup forms and discover what works best for your website visitors. It's a bit like a science experiment for your website, helping you make it even better over time.

Adjustments During A/B Testing

While setting up your A/B test, you can still access the main form. This is useful, especially if your form is currently in use and you need to make adjustments.

However, once the A/B test is up and running, we don't recommend making further edits to the forms. This ensures that your results remain consistent and comparable.

So, plan your changes wisely and let the experiment do its magic!


How can I ensure fair and consistent comparisons when testing forms with different targeting settings?

To ensure that your comparisons are fair and consistent, it's a good practice to A/B test forms on the same page or location of your website. For example, if you want to test different targeting settings, use the same page, such as "/products," as the testing ground.

If I delete a form, what happens to the associated A/B test?

When you delete a form from your list, it will also remove the A/B test associated with that form. The two are interconnected, and by deleting the form, you effectively delete the test as well.

Can I cancel an A/B test that hasn't started yet?

Yes, you have the option to cancel an A/B test if it hasn't been initiated. If you cancel an A/B test before it starts, it will revert to the original form configuration. No data will be lost, and you can make adjustments as needed.

Is it advisable to make small changes to forms during A/B testing?

Yes, it's recommended to make smaller, incremental changes during A/B testing. Making a lot of significant alterations can make it harder to analyze results effectively.

How can I switch between forms during the A/B test setup?

You can switch between forms by selecting the form you want to work on during the setup process. This allows you to create the control and experimental versions.

Can I change the names of the forms being tested in A/B tests?

Absolutely! You can change the names of your forms to help you identify and distinguish them during the testing process. Pick the copy you need under A/B testing -> click Edit.

Can I have more than two variations in an A/B test?

Currently, the A/B testing feature supports only two variations (A and B). You can't add more variations for a single A/B test.

How long should I run an A/B test?

The duration of an A/B test depends on factors like website traffic and the significance of results. Typically, you should run the test until you see statistically significant changes rather than just a small percentage difference.

How can I test different discounts effectively?

To test different discounts, apply specific tags in the audience management of each form. Use separate automations for segments based on these tags to track and analyze the effectiveness of different discount offers.

Can I cancel or disable an A/B test once it's started?

Once an A/B test has started, the only way to conclude it is to choose a winner. There is no option to cancel the test once it's in progress.

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