A/B Testing Forms

Use A/B testing for forms to experiment with different versions of your pop-up forms and understand which variation performs best.

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

This guide will walk you through how to set up and use A/B testing for forms in Omnisend.

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:

Go to Forms tab → Click on Create form → and choose the popup form you want to work with. Think of this form as a special interaction point with your website visitors.

Click to start the A/B test under the 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:

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.

You can always go to the original form by clicking on the form name, and adjust the A/B test settings further.

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).

Once you've decided on the traffic split and finalized all your edits, you can enable the form by clicking on Start A/B test.

Visitors to your website will see either the version A or B based on the split percentage you have set.

Now comes the exciting part! You'll want to watch closely to see how each form performs. Go to Reports tab → Forms → Click on your A/B Test Form.

Pay close attention to metrics such as sign-up rate (how many visitors submitted the form). These insights will help you understand what’s working well and where you may need to adjust your form to improve performance.

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.

Once you choose a winner, you won’t lose any data. All metrics and signups collected from both versions will be automatically merged into the winning form.

By following these steps, you can easily set up A/B testing for your pop-up forms and identify what resonates best with your audience. Think of it as ongoing optimization, helping you fine-tune your forms and improve results over time.

While setting up your A/B test, you can still access and edit the main form. This is helpful if the form is already live and you need to make adjustments before the test begins.

However, once the A/B test is running, we recommend not making any major further changes to either version. Keeping the forms unchanged ensures accurate, consistent results and a fair comparison between the two versions.

Plan your updates in advance—and let the test run its course to deliver meaningful insights.

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). It's not possible to 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.