What Is A/B Testing?
A/B testing (also called split testing) lets you compare two or more versions of a page to see which one converts better. Leadpages splits your traffic between variants and measures which one gets more form submissions, clicks, or purchases.
Creating an Experiment
Open your page in the editor.
Click the Optimize icon (flask) in the toolbar.
Select the A/B Test tab.
Click Create Variant to duplicate your page as Variant B.
Make changes to Variant B — update the headline, CTA, layout, images, or any element.
-
Set your conversion goal:
Form submission — A visitor submits a form on the page
Element click — A visitor clicks a specific button or link (use the element picker to select it)
Purchase — A visitor completes a checkout
Offsite conversion — A visitor converts on another site after clicking through
Set the traffic split (default is 50/50 between variants).
Click Start Experiment.
Switching Variants on Mobile
When editing a page on a mobile device, you can view and switch between your experiment variants directly from the builder menu, in the bottom-left corner of the builder:
Tap the menu icon in the mobile builder toolbar to open the builder menu.
The top of the menu shows your page name and the list of available variants — each identified by a colored letter badge (A, B, C, or D).
A pulsing green dot marks the variant that is currently live.
Tap any variant row to switch the editor to that variant.
To add a new variant, tap Add variant at the bottom of the variant list.
The variant switcher appears only when an experiment exists on the page. If no experiment has been created, only Variant A (Original) is shown.
Testing Modes
Manual A/B Test
You control everything — create variants, set the split, and decide when to pick a winner. Available on the Grow plan and above.
Smart Traffic
AI automatically routes each visitor to the variant most likely to convert them, based on their device, traffic source, and behavior. Available on the Optimize plan and above.
Auto Optimization
The AI generates new variants, tests them, promotes winners, and repeats — a continuous optimization loop that runs without your input. Available on the Scale plan.
Reading Results
While your experiment runs, you'll see:
Visitors — How many unique visitors each variant received
Conversions — How many visitors completed your goal
Conversion rate — Percentage of visitors who converted
Lift — How much better (or worse) a variant performs compared to the original
Confidence — Statistical confidence level (shown as "leaning," "likely," or "clear winner")
Analytics and heatmaps (click maps, scroll depth) are tracked independently per variant. Each variant's results reflect only the visitors and interactions on that specific variant — they are never merged with another variant's data.
Wait for at least 100 visitors per variant and a confidence level of "likely" or higher before declaring a winner.
Exporting Variant HTML
When an A/B experiment is active on a page-scope test, the Export HTML action in the editor toolbar expands to one entry per variant — Export HTML — Variant A, Export HTML — Variant B, and so on. Clicking any entry downloads that specific variant's full HTML source, so you can save or edit each variant independently.
Each variant is stored as a fully independent page, which means each export contains that variant's complete, standalone HTML — not a diff or patch against Variant A.
On a non-experiment page, Export HTML remains a single action and behaves as usual. Section-scope experiments (where only a section of the page varies, not the whole page) also show a single Export HTML action.
Ending an Experiment
When you have a winner:
Click Promote Winner to send 100% of traffic to the winning variant.
Or click Pause to stop the experiment and review results.
Or Archive to end the experiment and keep historical data.
Tips
Test one change at a time for clearest results (e.g., just the headline, or just the CTA button color).
Let experiments run for at least 7 days to account for daily traffic variations.
Use AI to generate variant ideas — ask the AI builder to "create an alternative version of this page."
Plan Availability
Grow: Manual A/B testing, up to 4 variants
Optimize: A/B testing + Smart Traffic
Scale: Full auto-optimization with continuous testing
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 ↗