A/B testing
A/B testing splits your form’s traffic between a control (the current form) and a variant, then measures which version converts better. Use it to test copy changes, field order, or entirely different form designs.
Note The A/B Test tab is available on saved, published forms. You must save and publish a form before you can run a test on it.
Create a test
Section titled “Create a test”- Open your form and select the A/B Test tab.
- Click New Test.
- Fill in the test details:
- Test Name — a short label for your records (for example, “Headline Test Dec 2025”).
- What to test — choose the element to vary:
| Option | What changes |
|---|---|
| Headline Test | Tests two different headline texts |
| CTA Test | Tests two different submit button labels |
| Field Order | Tests two different arrangements of your fields |
| Full Form | Tests two completely different form configurations |
- The Control row shows the current value for the element you chose. Enter the test value in the Variant A (Test) row.
- Traffic splits 50/50 between control and variant automatically.
- Click Create Test.
Manage a running test
Section titled “Manage a running test”While a test is running, the A/B Test tab shows:
- The test name and current status (Running, Paused, or Completed).
- A results table with conversion rate, views, and conversions for each variant.
- The winning variant (marked with a trophy icon) once a clear leader emerges.
To pause a running test, click Pause. To resume it, click Resume. To stop the test and lock in results, click End Test.
Important Ending a test is permanent. The test moves to Completed status and can’t be restarted. If you want to apply the winning variant, update the form manually in the editor.
Read the results
Section titled “Read the results”| Column | What it shows |
|---|---|
| Views | How many visitors were shown this variant |
| Conversions | How many of those visitors submitted the form |
| Conversion rate | Conversions ÷ views for this variant |
The variant with the higher conversion rate is highlighted as the winner. Collect enough traffic before drawing conclusions — a low-traffic form may need days or weeks to reach a meaningful sample size.
Past tests
Section titled “Past tests”The A/B Test tab lists your last 5 completed tests below the active test. Each row shows the test name, its final status, and the winning variant if one was declared. Click Delete to remove a past test record.
Next steps
Section titled “Next steps”- Form analytics — Track overall conversion rate alongside test results.
- Fields and conditional logic — Redesign fields based on what your tests reveal.
- Create a form — Build a new form variant to use in a Full Form test.