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End a split test

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NOTE: This article covers ending a split test in our split testing tool, available with Pro and Advanced subscriptions. More info on creating a split test here.

The best way to end a split test is to declare a winning variation—which you can do at any time during a running test. Learn more below on tips for ending a split test as well as what happens when you declare a winner.


Tips on ending a split test

For best results, we recommend waiting to end your test until you’ve received enough visitors and conversions for each of your variations.

There aren’t any hard rules on when to end a split test, but there are some common guidelines:

  • Longer-running tests provide more robust results.
  • Shorter tests are somewhat less reliable, but can allow you to rapidly optimize pages (as you’re not waiting too long to start showing everyone a winning variation).
  • Sending more traffic to your test can decrease the amount of time needed to get reliable results.
  • If one or two opt-ins dramatically affect the conversion rate of any variation, you’ll probably want to keep your test running. For instance, a 66% conversion rate is not reliable if your variation only has three visitors and two opt-ins.

If you’re still not sure how long to run your test, you can use a third-party calculator, such as this one.

PLEASE NOTE: We can’t guarantee the effectiveness of using third-party calculators, and how long you run your split tests is ultimately up to you. We encourage trying out different test durations to see which have the most impact on your conversion rate and business.

How to declare a winner

When you’re ready to end your test, follow these steps to declare a winner:

  1. Navigate to Landing Pages in your navigation menu, then click the Actions more menu next to your split test and select Choose Winner & End Test.
  2. In the pop-up modal, declare a winning variation by clicking its trophy icon, then click End Test.

What happens next

When you declare a winner, it will become the default variation, and your split test will be marked as ended. Meaning, visitors to your split test URL will be directed to the winning version—even if they’ve previously seen a different one.

NOTE: You’ll still be able to access analytics data for your test and its variations after you choose a winner.

To use a losing variation as a regular page, you’ll need to delete the split test entirely.

Creating a follow-up test

It’s not possible to re-use variations in future tests. That said, you can delete your split test and when you do, the control as well as all variation pages will become standalone pages in your landing pages listing. You could then utilize a variation in a new test.

Delete a test

Upon deleting your split test, you will lose access to its analytics data, but you’ll free up all of its variations (including the control) so you can use them in other tests. Here’s how:

  1. Navigate to Landing Pages in your navigation menu, then click the Actions more menu for your split test and select Delete.
  2. Review the pop-up warning and select the checkbox, then click Delete to confirm.

Your split test (along with its analytics data) will disappear from the list, and all pages that were a part of the test will become standalone pages in draft in your landing pages listing. You’ll be able to use any of them in a new test.

NOTE: After ending and deleting a split test, all pages in the test will be separated and placed in draft mode. Once published, their original analytics in addition to the analytics data they each accumulated during the split test will be shown.

Need more help?

You can always get in touch with our support team—just click Support in your Leadpages navigation menu, or submit a ticket ↗

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