How to Create AI A/B Tests in Hubspot

Running data-driven experiments in Hubspot helps you optimize website and landing page performance without guesswork. This guide walks you through how to use AI to quickly create and manage A/B tests, so you can refine layouts, copy, and calls-to-action based on real visitor behavior.

What AI A/B Testing in Hubspot Does

AI A/B testing in Hubspot lets you automatically generate and compare multiple versions of a page. The tool divides traffic between versions, collects performance data, and helps you decide which variation converts best.

With AI support, you can:

• Instantly create page variations with AI-generated copy and structure.
• Split traffic between original and variants using defined percentages.
• Measure results based on forms, clicks, or other key metrics.
• Choose a winning version and publish it to all traffic.

Before you start, confirm that you have the right permissions and that your subscription level includes website or landing pages with AI functionality.

Where AI A/B Tests Are Available in Hubspot

You can run AI A/B tests on:

• Website pages built in the Hubspot CMS.
• Landing pages created with Hubspot tools.

Some modules or custom-coded templates may not fully support AI editing. If a specific page element cannot be edited by AI, you can still manually adjust it in the page editor.

How to Start an AI A/B Test in Hubspot

Follow these steps to launch a new experiment using the Hubspot page editor.

Step 1: Open Your Page in Hubspot

1. In your Hubspot account, navigate to Marketing > Website or Landing Pages.
2. Locate the page you want to test from the list view.
3. Click the page name to open it in the editor.

Make sure the page is published or ready to publish, since the A/B test will send live traffic to your variants.

Step 2: Create an AI A/B Test

1. In the page editor top menu, look for options related to Test or Experiments.
2. Select the option to start an A/B test.
3. Choose to use AI to generate a variation of your current page.

Hubspot AI will analyze the existing content and layout to propose an alternative version. You can later customize headlines, body copy, and specific modules.

Configuring Your AI Variations in Hubspot

Once the experiment is created, you can refine each variant in the Hubspot editor to align with your goals.

Step 3: Edit Variant Content with AI

1. Select the variant you want to edit.
2. Click into a text module, banner, or section.
3. Use the AI assistant within Hubspot to rewrite, shorten, expand, or adjust tone.
4. Review AI suggestions, keeping your brand voice and conversion goal in mind.

Consider changing:

• Headlines to highlight a clearer value proposition.
• Button copy to emphasize action and benefit.
• Section order to bring key information higher on the page.

Step 4: Adjust Layout and Modules

Beyond AI-generated text, you can manually edit the layout in Hubspot:

• Rearrange modules such as forms, testimonials, and feature blocks.
• Swap media assets like images or video to better support your message.
• Modify form fields to reduce friction and increase submissions.

Keep each version focused. Change only a few elements per test so you can clearly understand which adjustments affect performance.

Setting Test Options in Hubspot

Proper configuration ensures the A/B test in Hubspot produces reliable data.

Step 5: Define Traffic Split

1. In the experiment settings, set how traffic is divided between variants.
2. A common starting point is a 50/50 split between the original and the AI-generated version.
3. For more than two variants, distribute traffic evenly unless you have a strong reason to favor one.

A balanced split helps you compare results fairly within the shortest possible time.

Step 6: Choose Your Primary Goal Metric

In Hubspot, select a primary metric the A/B test will use to measure success. Examples include:

• Form submissions on the page.
• Click-throughs on a main call-to-action button.
• Click-throughs to a specific URL destination.

Align the metric with the page’s main purpose. For a lead generation landing page, form submissions are usually the primary goal.

Step 7: Set Test Duration and Sample Size Guidelines

While Hubspot can provide performance insights in real time, you should let the test run long enough to gather meaningful data. Consider:

• Allowing at least one full business cycle (often 1–2 weeks).
• Ensuring each variation receives a sufficient number of visitors.
• Avoiding major campaign changes during the test period.

Do not stop a test too early based on small traffic samples, as early wins can reverse with more data.

Monitoring Your AI A/B Test in Hubspot

Once the test is live, Hubspot will collect data and show performance comparisons directly in the page analytics or experiment dashboard.

Step 8: Analyze Results

1. Open the experiment report for your page.
2. Compare each variant based on the primary metric you set.
3. Also review secondary metrics such as bounce rate or time on page for additional context.

Use the following questions to interpret results:

• Which version produces more conversions with similar traffic levels?
• Did the AI-created copy or layout improve clarity or engagement?
• Are differences large enough to be practically meaningful?

Step 9: Select a Winning Variation

Once a clear winner emerges, you can finalize changes in Hubspot:

1. Use the experiment controls to select the winning variant.
2. Publish that version as the default page for 100% of visitors.
3. Archive or pause losing variants to keep your account organized.

Document what worked, such as shorter forms, new headlines, or different imagery. These learnings guide your next test.

Best Practices for AI A/B Tests in Hubspot

To get consistent results from AI-driven experiments, follow these recommendations.

• Test one core hypothesis at a time: For example, “Simplifying the form will increase submissions.”
• Maintain brand voice: Always review AI copy from Hubspot to ensure it aligns with your style guidelines.
• Prioritize high-impact pages: Start with landing pages that drive leads or revenue.
• Iterate continuously: Use wins as a baseline for new experiments to steadily improve performance.

If you want additional strategic help with experiment planning, you can explore consulting resources such as Consultevo for broader optimization support beyond your in-app tools.

More Resources on Hubspot A/B Testing

For deeper technical details, interface screenshots, and the latest limitations or feature updates, review the official documentation on AI A/B testing for pages in Hubspot's knowledge base. That resource provides step-by-step instructions that align with the current product interface.

By combining structured experimentation, clear goals, and the AI capabilities built into Hubspot, your team can systematically improve conversion rates, messaging, and user experience across your website and landing pages.

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