This feature lets you create variants of your landing page for testing purposes to determine which version gets the best results. The aim of running these tests is to refine your landing page and to maximize conversion rates. For example, you could test the same content with variations for colors, images or positioning. In addition to the overall statistics for the landing page, you can see the individual stats for each version and hence analyze the performance of the versions.
Step 1: Create the version
Start by creating version A (default) and add content by clicking Edit. For more details on the edition, see Creating and Publishing a Landing Page. If the other version(s) are similar to version A, you can duplicate version A as a starting point. If other versions are pretty different, you can click Add a version to start with an empty template.
You can rename the versions with a name that tells the differentiating element.
Step 2: Assign Weight to the Versions
For each competing version, you must specify its weight (the probability this version is shown to a visitor). The weight of a variation is subtracted from the control version. For example, if you have two versions and you set their respective weight to 50%, the visitor has an equal chance of seeing both.
The display of versions is determined randomly based on the weight of each version and the information provided from the browser (User Agent) and the visitor's IP address, so the same version is always displayed to the same visitor, each time. However, a visitor who uses more than one device (PC, mobile, tablet) could view two different versions, and as such would be counted as two unique visitors.
Step 3: Analyze the Performance
After publishing the landing page, the versions start to generate results depending on their performance. If a version gets fewer visitors or conversions, you can reject it. On the other hand, if a version generates fewer results, you can make it the winning version. This version will become the only visible version, and its weight will be 100%.
If you rejected a version and you want to reactivate it, click Make it a competing version. A rejected version keeps its statistics, unlike a deleted version.