A/B Testing

Q: What significance threshold should I use?

95% (p<0.05) is the industry standard for most marketing tests. Use 99% for high-stakes decisions. 90% is acceptable for early exploratory tests with limited traffic.

Q: Can I test more than 2 variants simultaneously?

Yes. There is no hard limit on variant count. Be aware that more variants require proportionally more traffic to reach statistical significance.

Q: Is historical A/B data preserved after promoting a winner?

Yes. View count and conversion data are permanently stored on each Landing record.

Last updated: 2026-03-01

Axerto's A/B testing engine lets you split-test multiple variants of a landing page. Traffic is allocated by weighted random sampling, with 30-day sticky cookies so each visitor always sees the same variant. Statistical significance is calculated automatically using z-tests at 90%, 95%, and 99% confidence.

How to use it

Create a variant

Open the A/B Testing tab on your landing page. Click 'New Variant'. A copy of the current page is created as a new variant.
Edit the variant

Click 'Edit Content' on the variant to open it in the Visual Editor. Change the headline, CTA, hero image, or layout — anything you want to test.
Set traffic weights

Adjust the percentage for each variant. Weights are normalized to 100%. Example: 70/30 sends 70% of traffic to the original and 30% to the variant.
Activate the variant

Toggle the variant to Active. It will now receive traffic according to its weight. Deactivate at any time without losing data.
Monitor results

The A/B Testing tab shows views, leads, and conversion rate per variant. Significance levels are calculated automatically when enough data is available.
Promote the winner

When a variant reaches statistical significance, click 'Promote'. It becomes the new main page; all other variants are deactivated.

Frequently asked questions

How does Axerto assign visitors to variants?

On the first visit, a weighted random selection picks a variant. The result is stored in a 30-day cookie so the same visitor always sees the same version.

What significance threshold should I use?

95% (p<0.05) is the industry standard for most marketing tests. Use 99% for high-stakes decisions. 90% is acceptable for early exploratory tests with limited traffic.

Can I test more than 2 variants simultaneously?

Yes. There is no hard limit on variant count. Be aware that more variants require proportionally more traffic to reach statistical significance.

Is historical A/B data preserved after promoting a winner?

Yes. View count and conversion data are permanently stored on each Landing record.