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Ending a Split Test

NOTE: This article covers ending a split test in our redesigned split testing tool, available to Pro-level subscriptions and above. 

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. 

In this article

Tips on ending a split test

How to declare a winner

What happens next

    Creating a follow-up split test

    Delete a split 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.

PLEASE NOTE: We can’t guarantee the effectiveness of using third-party calculators, and how long you run your split tests is ultimately up to you. We encourage trying out different test durations to see which have the most impact on your conversion rate and business. 

How to declare a winner

When you’re ready to end your test, follow these steps to declare a winner:

  1. Navigate to the Leadpages tab in your account dashboard, then select Split Tests.
  2. Go to the analytics page for the test you’re ready to end.
  3. Click the action menu (…) in the top-right corner of the page, and select Choose Winner & End Test.
  4. 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. 

NOTE: You’ll still be able to access analytics data for your test and its variations.

Creating a follow-up test

At this development stage, it’s not possible to re-use variations in future tests. That said, it’s quick and easy to duplicate any variation to use in follow-up tests so you can further optimize conversions. Here’s how:

  1. In your list of pages, duplicate any variation(s) you’d like to use for a new split test. 
  2. Begin a new split test, using the duplicate page as your control or as any variation. 
NOTE: Duplicate pages don’t carry over analytics data—so you’ll have a blank slate for any follow-up tests you run. 

Delete a test

Alternatively, you can delete your previous test. In doing so, 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 without creating duplicates. Here’s how:

  1. Navigate to the Leadpages tab in your account, then select  Split Tests.
  2. Open the Actions menu for your split test and select Delete
  3. 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. You’ll be able to use any of them in a new test


(Updated February 14, 2017)

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 in your dashboard shown here or clicking here to file a support ticket.

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