A/B testing

Rather than guessing which product page, offer, or landing page performs best, A/B testing lets real visitors decide — and shows you the split in clicks and conversions side by side, for every variant, not just a winner declared after the fact.

How it works

On Pro, a test splits traffic evenly between two destination URLs whenever no targeting rule matches. A visitor is assigned a variant the first time they land on the link and stays on it for that browsing session, so results aren't skewed by the same person hitting both sides. On Business, you're not limited to two variants or an even split — add a third, fourth, or fifth variant, and give each one its own weighted share of traffic, so you can send most visitors to your current best performer while still testing a couple of challengers on the side.

Each variant's own click and conversion numbers are tracked from the moment the test starts, so you can see not just which one gets more traffic (by design, if weighted) but which one actually converts better per visitor.

Good to know

A link can run either an A/B test or a Choice Page, not both — starting one stops the other. If you downgrade from Business, a test that already has more than two variants or a custom split keeps running exactly as it is; only starting a new multivariate test requires the plan.