Create adaptive tests for pages

With an adaptive test, you can see how making small changes to your page can affect its conversion rate. 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 more often. Learn more about adaptive page testing.

Please note: all adaptive test variations must include a form.

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.

• Navigate to your content:

  • Website Pages: In your HubSpot account, navigate to Content > Website Pages.
  • Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.
• Click the name of your content. 
• Click the File menu and select New > Run adaptive test. 
• In the dialog box, select Adaptive test, then click Next.
• By default, one page variation is added. To add additional variations, click + Add variation. To delete a variation, click the delete trash icon next to it. 
• 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. You could try asking for only an email address versus asking for more information.

Please note: all variations of the page will have the same live URL, but different preview URLs for testing. 

• To edit a different variation, click theest test TTest variation dropdown menu in the upper left and select a variation. 

• To add, rename, or remove page variations: 
  • In the upper left, click the test Test variation dropdown menu and select Manage test.
  • In the dialog box, 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.

• When you're ready to publish all variations, click Publish in the upper right. 

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 will no longer be able to add, remove, or rename variations.

View test performance

Performance data is tracked for all page variations while the test is running. To see a breakdown of how each variation is performing: 

• Navigate to your content:

  • Website Pages: In your HubSpot account, navigate to Content > Website Pages.
  • Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.

• Click the name of the page.
• Click the Test results tab.
• View the available data about your adaptive test: 
  
  • 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 will show traffic increasing to the variations that get more conversions.
    
    
  • A table with metrics including page views, exit rate, conversions 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. 

• Navigate to your content:

  • Website Pages: In your HubSpot account, navigate to Content > Website Pages.
  • Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.

• Click the name of the page. 
• Click the Test results tab.
• In the upper left, click End test. 

• In the dialog box, select the variation of the page you want to keep published. Then type end test in the text field and 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.