How to Run an A/B Test on a Page in Hubspot

Running an A/B test on your website pages in Hubspot lets you compare two versions of a page, track which one performs better, and then apply the winning variant to improve conversion rates with data-backed decisions.

What is A/B Testing in Hubspot?

In Hubspot, an A/B test (also called a split test) allows you to create two versions of the same page: a control and a variation. Each variation is shown to a portion of your visitors so you can measure which one achieves the best results.

The test can compare elements such as:

• Headlines and calls-to-action
• Page layouts and sections
• Images or media blocks
• Form placements and fields

Once the test runs long enough, Hubspot can determine the winning variation using statistical performance data and lets you apply that version as the main page.

Requirements for Hubspot A/B Tests

Before creating an A/B test, ensure that:

• Your account includes the website tools that support page experiments.
• You have publishing permissions for the specific page type you want to test.
• The original page is already created and either published or ready to publish.

Check the official documentation for any feature or subscription limits related to A/B tests in Hubspot.

For reference, you can review the original documentation on the Hubspot Knowledge Base at this page about A/B testing website pages.

How to Start an A/B Test in Hubspot

To create a new experiment on a website page, follow these high-level steps inside your Hubspot account.

Step 1: Open Your Pages Tool in Hubspot

1. Sign in to your Hubspot account.
2. Navigate to your Marketing tools.
3. Open the section that lists your website pages or landing pages.
4. Locate the page you want to test from the pages dashboard.

Make sure you choose a page that already has traffic so your A/B test collects useful data.

Step 2: Create the A/B Test Variant

1. In the pages dashboard, hover over the page you want to test.
2. Select the option to create an A/B test for that page (usually available in the page actions menu).
3. Hubspot will duplicate the original page and create a variant page.
4. Name your variant clearly so you can identify it in reports (for example, “Homepage – New Hero CTA”).

After the variant is created, both the original and the variant are linked together as an experiment within Hubspot.

Step 3: Edit the Variant in the Hubspot Editor

Open the variant in the content editor and update only the elements you want to test. Keep everything else the same so your results are clear.

Common changes to test include:

• Page title and headline copy
• Button text and color
• Form length and placement
• Hero image or supporting visuals
• Key benefit statements or social proof sections

Save your changes when you are finished editing the variant.

Configuring and Launching Your Hubspot A/B Test

Step 4: Set Traffic Distribution

Hubspot usually defaults to a 50/50 traffic split between your original page and the variant. You can keep this equal distribution or adjust it if needed.

Best practice is to start with an even split so both versions receive similar traffic volume and you reach statistically significant results faster.

Step 5: Define the Primary Metric in Hubspot

Next, choose which metric Hubspot should use to determine the winner. Depending on your page type, this may include:

• Submission rate for a form
• Click-through rate on a key call-to-action
• Page views or engagement metrics
• Revenue-related goals, if integrated

Select a metric that aligns with the main goal of the page, such as lead generation or sign-ups.

Step 6: Review and Publish Both Variants

1. Review the original and variant pages to confirm content, links, and tracking are correct.
2. Publish the original and the variant together as part of the same A/B test.
3. Once published, visitors will be automatically split between the two versions by Hubspot.

From this point on, the experiment is live and begins collecting performance data.

Monitoring A/B Test Performance in Hubspot

After your test has been running for a while, you can monitor the results directly within the Hubspot analytics for that page.

How to View Experiment Data

1. Return to your pages dashboard in Hubspot.
2. Locate the page running the A/B test.
3. Open the performance or analytics view for that page.
4. Switch to the experiment reporting tab, where available.

On the experiment report, you will typically see:

• Views and conversion counts for each variant
• Conversion rates or goal completion rates
• Statistical comparison of the two versions

Hubspot can highlight which variant is performing better according to your selected primary metric.

How Long to Run an A/B Test

Let your A/B test run until you have a statistically reliable sample size. Factors to consider include:

• Overall traffic volume to the page
• Average conversion rate of the page
• Seasonality or campaign effects that might skew data

As a rough guideline, run the test for at least one full business cycle (for example, one to two weeks), or until both versions receive enough visits and conversions for clear comparison.

Choosing a Winner and Applying Changes in Hubspot

Step 7: Select the Winning Variant

When you are satisfied with the data, review which version has the higher performance on your main metric. In the experiment interface, Hubspot typically provides a way to mark one variant as the winner.

Confirm that the improvement is meaningful in the context of your business goals and is not just a minor difference within normal variation.

Step 8: Apply the Winning Version

1. From the experiment controls, choose the option to apply the winning variation.
2. Hubspot will set that version as the main page and stop the test.
3. The losing variant is typically archived or kept as an older version in the page history.

After applying the winner, continue tracking page performance to ensure the improved results remain stable over time.

Best Practices for Hubspot A/B Testing

To get the most accurate and actionable insights from Hubspot experiments, keep the following best practices in mind:

• Test one major variable at a time: Avoid changing too many elements between versions, so you know what caused the result.
• Align tests with business goals: Focus on metrics tied directly to leads, sales, or product engagement.
• Avoid ending tests too early: Allow enough traffic to reach both versions before choosing a winner.
• Document your findings: Keep a simple log of each A/B test in Hubspot so your team can reuse successful patterns.

Scaling Your Optimization Strategy Beyond a Single Hubspot Test

Once you have run a successful A/B test, consider building a continuous testing roadmap across your site. You can prioritize pages with the highest traffic or most critical conversion paths, then plan a series of experiments for each area.

If you need strategic guidance on which website areas to test next or how to align your experiments with broader marketing goals, you can explore consulting resources such as Consultevo for additional optimization support.

By using the A/B testing tools built into Hubspot and following a structured testing approach, your team can continuously refine key pages, improve conversion performance, and create a data-driven culture around website decisions.

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