A/B testing splits a link's traffic evenly between two destination URLs (Variant A and Variant B) whenever no targeting rule matches, so you can see which page actually performs better.
Setting one up
- Open a link's targeting page and find the A/B testing card.
- Enter a URL for Variant A and Variant B.
- Save — traffic that doesn't match any targeting rule now splits 50/50 between the two.
Each variant shows its own click count and conversion numbers so you can compare them directly. You can edit either variant's URL at any time, or stop the test entirely (the link goes back to its default destination — past click data is kept).
A link can run either an A/B test or a Choice Page, not both — starting one stops the other.
A/B testing is available on Pro and Business (see plan comparison). If you downgrade, a test you already started keeps running and stays fully editable — only starting a new test requires the plan.