A/B testing in the web application helps create multiple variants of the same web page to different segments of website visitors simultaneously, thus allowing you to compare and decide which variant drives more conversions.


Create an A/B test experiment

To create an A/B test experiment,

  1. Go to MARKETING AUTOMATION > A/B Testing.

  2. Click New

  1. You will be prompted to install the Chrome extension. Click Install Extension.

  1. On the chrome web store, on the pop-up box that appears, click Add to Chrome

  1. Under the URL section, fill in the URL of the web page on which you want to perform A/B testing, and click Create Experiment.

  1. In the Create A/B testing box that appears on your web page, mention the Experiment name and add a hypothesis in the space provided. Click Continue

Add Variations

To add variations on your webpage,

  1. Hover your mouse anywhere on the page and view the various elements of your page getting highlighted.

  1. Your web page lands up in Variation 1 by default. To create a new variation, click the + ADD NEW VARIATION button on the Variations tab.

1) The A/B testing toolbar appears at the top of the page.
2) You can preview, rename, duplicate, unpause, and duplicate variations.

Track Clicks

To track clicks on your webpage,

  1. Click an element for tracking the number of clicks and select the Track Clicks option from the contextual menu.

  1. On the dialog box that appears, enter the name of the goal and click Apply

  1. A success message appears, confirming that the element you selected is being tracked for clicks.


1) The ‘Track clicks on elements’ goal is the only goal that can be set via the editor, and for all other goals, use the Goals page in the web app page.
2) The Track Clicks option will work only when a change is made to the site. When no changes are made in the original site, the Track clicks option tracks clicks on the original site instead of the variation.
3) To delete the “Track clicks on elements” goal, click the respective element, and select Delete track click. 

4) You can edit Track clicks on the Goals page without using the editor. 5) If you have set a Track clicks goal as a primary goal, it can be deleted only in the Goals page in the web application's web app page and not in the editor.

Create Goals

To create goals on your webpage,

  1. Once you have made the variations, click on the NEXT: GOALS button on the top-right corner of the page.

  1. To create another goal, click on the Add another goal button on the bottom. Select a goal from the list of goals that appear. 

1) You can create a custom event goal. Set any of your goals as the ‘Primary goal’ by clicking the ‘Set as primary goal’ option to the goal’s right side.
2) You can add any number of goals by following the same process. However, you can set the primary goal only to one goal.

Select Audience Segment

To select the audience segment on your webpage,

  1. Once you have set up goals, click Next. You will land on the TARGETING tab.

  1. You can choose the default segment of the audience created by the web application 


    You can configure a custom audience.

Launch Experiment

  1. Once you have selected an audience for targeting, click Next. You will now land on the PRE-FLIGHT tab.

  1. After reviewing this page, including the number of variations, goals, activation mode, etc., click the Launch Experiment button on the top-right corner.

In the A/B testing dashboard, you will now be able to see the newly created experiment. To collect visitor data, ensure to install the JavaScript code.