The best way to end a split test is to declare a winning variation—which you can do at any time during a running test.
Tips on ending a split test
For best results, we recommend waiting to end your test until you’ve received enough visitors and conversions for each of your variations.
There aren’t any hard rules on when to end a split test, but there are some common guidelines:
- Longer-running tests provide more robust results.
- Shorter tests are somewhat less reliable, but can allow you to rapidly optimize pages (as you’re not waiting too long to start showing everyone a winning variation).
- Sending more traffic to your test can decrease the amount of time needed to get reliable results.
- If one or two opt-ins dramatically affect the conversion rate of any variation, you’ll probably want to keep your test running. For instance, a 66% conversion rate is not reliable if your variation only has three visitors and two opt-ins.
If you’re still not sure how long to run your test, you can use a third-party calculator, such as this one.
How to declare a winner
When you’re ready to end your test, follow these steps to declare a winner:
- Navigate to the Lead Pages tab in your account dashboard, then click the Actions more menu and select Choose Winner & End Test.
- In the popup modal, declare a winning variation by clicking its trophy icon, then click End Test.
What happens next
When you declare a winner, it will become the default variation, and your split test will be marked as ended. Meaning, visitors to any page URL in your test will be directed to the winning version—even if they’ve previously seen a different one.
To use a losing variation as a regular page, you’ll need to duplicate it—as anyone who visits the original page would be directed to your test’s winning variation.
Creating a follow-up test
It’s not possible to re-use variations in future tests. That said, you can delete your split test and the control as well as all variation pages will become standalone pages on your Lead Pages dashboard. You could then utilize a variation in a new test.
Delete a test
Upon deleting your split test, you’ll lose access to its analytics data, but you’ll free up all of its variations (including the control) so you can use them in other tests. Here’s how:
- Navigate to the Lead Pages tab in your account, then click the Actions more menu for your split test and select Delete.
- Review the popup warning, then click Delete to confirm.
Your split test (along with its analytics data) will disappear from the list, and its variations will become “normal” pages on your dashboard. You’ll be able to use any of them in a new test.
(Updated January 23, 2019)
Please let us know if you have additional questions.
You can always file a support ticket if you have additional questions by clicking the ? support button at the top-right corner of your account dashboard or by clicking here to file a support ticket.