Form A/B Testing Overview

   Journey Manager (JM) Previously known as Transact Manager (TM).  |    System Manager / DevOps  |  v5.1 & Higher This feature is related to v5.1 and higher.

A/B testing, also known as split testing, is a process of comparing two versions of a form to find out which one performs better. Two variants of the same form, A and B, are shown to similar visitors and the one that gives a better conversion rate will only be used.

Improving conversion rates is often imperative to any form modification. To easily measure the effectiveness of any proposed changes made to a form prior to adopting them, the form A/B testing feature allows for a trial period. After the trial period, it is hoped that a declared clear winner can be implemented as the newly adopted version of the form.

Manager provides the form A/B testing functionality, which you can use to compare versions of a form, usually the new proposed one versus the previous, to test the effectiveness of certain modifications. During this trial period, the modified form is tested in the following way:

  • Whenever a user requests this form, Manager randomly chooses a form version from the candidates to display.
  • All user activities, especially submissions by form version, are captured.
  • Form version metrics, for example completed transactions, are monitored and analyzed.

You can view form A/B testing results as a set of graphs to determine the effectiveness of form changes between the versions.


For more extensive form A/B testing, you should use Journey Analytics.

Next, learn how to configure form A/B testing.