Landing Pages

Create an adaptive test for a page

Last updated: April 7, 2020

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. The one that performs best will automatically be shown to visitors the most often. Learn more about adaptive page testing.

When creating variations of a page, consider testing the following:

  • CTAs: feature a different call-to-action (CTA) on the page.
  • Copy: experiment with word choice or style of copy. You could test different headlines, fonts, or colors.
  • Media: try different images or videos.
  • Layout: experiment with the layout of headlines, images, and copy on the page.

Create test variations

To run an adaptive test:

  • Hover over an existing page with a form module and click Edit, or create a new page.
  • 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 defaultMake edits to the variation titles as needed, or click the delete trash icon to delete a variation.
  • Click Create variations.


Please note: 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.

You can create variations for an existing page from the landing pages or website pages dashboard. Hover over the page you want to test, then click the More dropdown menu and select Run a test.

To select another page variation in the page editor, click the est adaptive test dropdown menu 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.


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.

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.