HubSpot A/B testing

A/B Testing: Find out what works for your marketing strategy

A/B testing is a proven technique for improving your marketing performance. By testing two variations of a page, email or CTA, you'll discover which version performs better. In this article you'll learn what exactly A/B testing is, how to perform it in HubSpot and get practical tips to get started right away.

HubSpot A/B testing

accent-line-red-xlWhat is an A/B Test?

An A/B test compares two versions of an element, such as a landing page, to determine which has the most impact on conversions or other KPIs. You make a small change to a new version - think a different text, image or button - and test both versions over a period of time.

After the test period, you select the winning variant, which is the only one that stays live. The losing variant automatically becomes a draft. This process helps you make data-driven decisions and continuously improve your marketing.


Why A/B Testing?

A/B testing has several distinct advantages:

  • Improve your conversion rate: Optimize your pages, CTAs and emails for better results.
  • Insight into visitor behavior: Understand what appeals to your target audience.
  • Data-driven decisions: Minimize assumptions and maximize ROI.

How to set up an A/B Test

You can run A/B tests on both landing pages and website pages in HubSpot.
With HubSpot (Pro or Enterprise version), setting up an A/B test is simple and straightforward. Follow these steps to get started:

1. Preparation

  1. Determine what you want to test: Choose one variable, such as the header, image, or length of a form, to get clear results.
  2. Select a page: Choose an existing page or create a new one to use as a control version.

2. Create an A/B Test.

1. Navigate:
  • For website pages: Go to Content > Website Pages in HubSpot.
  • For landing pages: Go to Content > Landing Pages.
2. Start the test:
  • Click the name of your page and select New > Run A/B test.
  • Name both variations and click Create variation.

3. Customize the variation:
Test different elements, such as: 

  • Offers: Ebook versus a consultation.
  • Text style: Long paragraphs versus short blocks.
  • Images: Use alternative visuals.
  • Form fields: Request only an email address or add additional fields.
    • First, create a default CTA in HubSpot.CTA:
    • Then click the Multivariate Test button to create a B variant.
    • Analyze the click-through rate (CTR) of both variants. The CTA with the most clicks is the most effective.

Note that both versions of the page have the same live URL, but different preview URLs for testing purposes.

To change the page variation you are editing, click the Test variation dropdown menu in the upper left corner and select a variation.

HubSpot A/B testing

4. Publish the test:
Click Publish to put both versions live.

How does a/b testing work?

  • Randomization: Visitors are shown a random version, but continue to see the same version during the same session.
  • Track results: Once visitors interact with both variants, you can view performance.

Review results and choose a winner

  1. Navigate to test results:
    • Go to the A/B test page and click Test results.
    • Filter by date range or specific metrics, such as conversion rate or views.Test results a/b testing
  2. Select winner:
    • Hover over the winning variant and click Choose as winner. The other variant automatically becomes a draft.

Rerun a losing variant

Want to re-test a losing variation? Click Rerun this variation to immediately start a new test.Winner a/b testing

Tips for successful A/B Testing

  1. Test one variable at a time:
    • Make only one change per test, such as button text or form length, for clear insights.
  2. Keep it simple:
    • Start with small changes before running complex multivariate tests.
  3. Run the test long enough:
    • Make sure your test is active for at least two weeks to get representative results.

Common pitfalls

  • Making too many changes at once: Focus on one element per test to measure the difference.
  • Insufficient traffic: Run the test long enough or choose smaller tests if you have low traffic.
  • Wrong KPIs: Use CTR for CTAs and conversion rates for landing pages.

Why HubSpot is ideal for A/B Testing

  • Usability: Launch a test with a few clicks.
  • Flexibility: Test various elements such as text, images and forms.
  • Integration: Combine test results with other HubSpot tools such as workflows, analytics and lead nurturing.
  • Also consider smart content CTAs

Conclusion: Optimize smartly and data-driven

A/B testing in HubSpot helps you optimize pages and CTAs based on hard data. By strategically testing variables and properly analyzing the results, you can continuously improve and get better results.

Want to get started with A/B testing, but don't know where to start? Contact us and we'll help you get started!

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