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Landing Pages

Create an adaptive test for a page

Last updated: May 14, 2021

Applies to:

Marketing Hub  Enterprise
CMS Hub  Enterprise

With an adaptive test, you can see how making small changes to your page can affect its performance. You can test up to five page variations at a time. Over time, the variation that performs the best will automatically be shown to visitors the most often. Learn more about adaptive page testing.

Marketing Hub Enterprise accounts can run an adaptive test on a landing page. CMS Hub Enterprise accounts can run an adaptive test on a landing page or a website page.

Before you get started

  • Create a new page to serve as the control version of your adaptive test.
  • Make sure your page template contains a form module so you can compare conversion rates on your page variations.
  • Pick one content change to test in each page variation. Consider testing different copy, font colors, images, videos, or adjusting the layout of your page.

Create test variations

You can run an adaptive test on any published page. If your page is part of a multi-language group, you can run a test for each language variation.

  • In your HubSpot account, navigate to your landing pages or website pages
  • Hover over an existing page with and click Edit.
  • In the upper left, click test Run a test.
  • In the dialog box, select Adaptive test, then click Next.
  • By default, one page variation is added. To create additional variations:
    • Click + Add variation. Each variation's page name will be the original page title with a letter appended, e.g., Page Name (B), by default
    • Make edits to the variation titles as needed, or click the delete trash icon to delete a variation.
  • Click Create variations.


  • Update the page content for your page variations. Consider the following types of variables for testing:
    • Offers: experiment with a different type of content offer. You might test an ebook versus a consultation or a video.  
    • Copy: experiment with the formatting and style of the content. You could test plain paragraphs versus bullet points or a longer block of text vs a shorter block of text.
    • Image: experiment with a different image to see how the conversion rate is influenced.
    • Form fields: experiment with the length of your form. Should your form only request an email address or should it ask for more information?
  • Most page settings are applied across all page variations, including the URL and meta description. You can still edit the template and styling applied to different variations in Advanced Settings.

Please note: publishing one page variation will make all page variations in the test live. You can continue to make edits to each variation while the test is running, but you won't be able to add, remove, or rename variations after publishing.

To select another page variation in the page editor, click theest test TTest variation dropdown menu in the upper left and select the page name of a variation to open it in the page editor.


You can add, rename, or remove page variations until they're published.

  • In the upper left, click the test Test variation dropdown menu and select Manage test.
  • Click + Add variation to add more page variations.
  • To remove a variation from the test, click the delete trash icon next to the variation. 
  • Click Save changes.


View test performance

Results are tracked for all page variations while a test is running. To see these results:

  • In your HubSpot account, navigate to your landing pages or website pages.
  • Click the name of the page you're testing.
  • Click the Test results tab to review the following details:
    • The variation with the highest conversion rate, and a breakdown of the percentage of total form submissions for each variation.

    • A distribution of traffic across each variation. Over time, this data visualization shows how traffic increases to the variations that get more conversions.

    • A table with metrics on page views, exit rate, conversions, and more for each variation. To customize the metrics shown in this table:
      • In the upper right, click Switch columns.
      • In the Selected Columns section, click the X next to any metrics you want to remove.
      • In the Columns section, select the checkbox next to any metrics you want to add.
      • Click Save.

End a test

To end a test, you'll select one variation to keep live on the page URL. All other page variations will be archived when the test ends.

To end a test:


  • In the dialog box, select the variation of the page you want to keep published. Type end test in the text field to confirm this action.
  • Click Yes, end test.

After the test ends, a summary of each variation's performance is saved in the Test results tab of the page details.