Instapage Introduces A/B Split Testing!

Instapage Introduces A/B Split Testing!

Last updated on June 24, 2016 by Ted Vrountas in A/B Split Testing, Instapage Updates
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Wouldn’t it be great if we got everything right on the first try? Recipes, interior decorations, landing pages… what an incredibly efficient world it would be.

Unfortunately, as we all know, success in life often comes after some trial and error — especially in marketing. Today, while we can’t help you cook a delicious dinner for two, or pick an accent color for your downstairs bathroom (on second thought, maybe we can?), we’re happy to announce that we can help you create your highest converting landing pages ever — even if not on the first try.


With a powerful conversion optimization method that all the pros use, packed into an easy-to-use interface. Introducing: Instapage’s A/B split testing software.

What is A/B testing?

This picture defines A/B testing and explains why it's important for landing page optimization.

For those of you who are unfamiliar with the technique, A/B testing is a popular landing page optimization method. It’s a way to compare the effectiveness of one landing page to an almost identical variation of it. Emphasis on almost.

In order for a test to truly be “AB,” the variation you create must be identical to the original with the exception of just one page element — e.g. the headline, a form field, a different image location.

For example, let’s say you read our “6 Simple Tips To Creating Effective Call-To-Action Buttons” post, and wanted to see if writing your CTA button copy in first person would produce a lift in conversions. Instead of “Download,” you’re planning on testing: “Send My Expert Guide.”

When you create a variation to test against your original, the only thing that should be different is the CTA button copy. Everything else needs to remain where it is.


Because if you change two or more elements on your variation — say, your headline and your featured image — and you get a conversion lift, you won’t know why it happened. Maybe it was the headline, or maybe the increase was a result of the new image.

This is called “multivariate testing,” and it’s a complicated conversation for another time. Now, back to AB split testing…

Why would I want to AB split test?

According to the 2016 State of Conversion Rate Optimization industry report from Conversion XL, a leader in the field of CRO (aka, convincing people to sign up, buy, take action), split testing is the most commonly used tactic by professional marketers to boost conversion rates.

This graph shows marketers why A/B testing is the preferred landing page optimization method.

70% of respondents claim their optimization team uses A/B testing! And they’re not the only ones.

Barack Obama’s marketing team boosted campaign donations by $60 million with just one A/B test, and Google reportedly performed over 7 million in one year alone.

Think of it this way: If it’s powerful enough for the leader of the free world to use, don’t you think it’s worth giving a try?

We promise that with this new release, you’ll have no problem doing it yourself, no matter what your experience level is.

What can I do with Instapage’s A/B testing software?

The tough part about split testing without Instapage is that you’ll need to not only know your way around what’s referred to as the “back end” of your website (the unseen area of your site where code tells your pages how to look and act), but you’ll also need to have some form of analytics software installed to track your metrics manually.

For most of us who don’t have the time or patience to learn code and track metrics ourselves, the entire process can be a pain. Changing a button color may look easy, but without landing page software, it will often require you decipher and edit code that looks like this:

This picture shows marketers how to modify HTML code to change landing page design elements.

Doesn’t look very fun, does it?

Now, when you leverage our A/B testing tools, you’ll be able to duplicate and test pages in a snap, and glimpse key metrics in a visually condensed and easy-to-understand dashboard.

Create variations of your original page with a few clicks of your mouse:

create new variation gif

Choose from three options when creating a new version of your landing page:

  • New variation: Press this to create a brand new variation (from scratch) of your landing page.
  • Choose from template: Choose from a set of professional templates that we’ve already put together for you.
  • Import variation: Import a pre-existing landing page from the web to test against your control.

Next, decide what you want to do with your new variation:

  • Duplicate: Create a clone of your page, then click to change any element on it.
  • Pause: Use this to “hide,” aka prevent visitors from landing on this variation.
  • Rename: Change the name of your landing page variation.
  • Transfer: Transfer the new page variation to another landing page within your Instapage account.
  • Delete: Delete a variation, along with all of its optimization stats.


Track key performance metrics

Tucked away in your dashboard, you’ll find the most advanced analytics in the industry:

This picture shows marketers Instapage's new A/B testing dashboard and how powerful it can be.

Check back regularly to see how your pages are stacking up against your original in four different areas:

  • Conversion rate: This is the calculation of how many visitors converted on your page divided by how many visited in total.
  • Improvement: This let’s you know the difference in the conversion rate tested against your original variation.
  • Unique visits: This counts the number of unique visitors that have landed on your page. For example, if I visit your landing page twice, I still only count as one unique visitor.
  • Number of conversions: Here we tally for you the number of visitors who have claimed your offer, aka, “converted” on your landing page.
  • Display rate: This allows you to modify what percentage of the time you’d like each page variation to be shown to visitors.
  • Settings: This drop down menu lets you pause, reset the variation’s data, rename the particular variation, set the page variation as the baseline, or delete the variation altogether.

You’ll also be able to:

  • Track mobile and desktop traffic on separate pages, or view them on one graph together for easy comparison.
  • Keep your data safe by using our two-step deletion process to reduce the chances of accidental disposal.
  • Create customized graphs to compare each of your page variations.

Now get testing!

Now that you have the tools to do it, it’s time to become an expert in A/B testing. Check out these other posts to learn all about how to test, what to test, and what it all means:

What Should I A-B Test On My Landing Pages?
5 Quick A/B Tests You Can Use To Boost Conversions
3 A/B Testing Stages That Push Prospects Down Your Marketing Funnel
A/B Testing Tools 101: Interpreting Your Instapage Analytics
How 10 Minutes Per Week Can Increase Conversions

Now get testing, your conversion rate will thank you.

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