Experiments
A/B test two forms to learn which one converts better.
Experiments let you run two forms head-to-head and measure which performs better, so you can make changes with confidence instead of guesswork.
Creating an experiment
From the Experiments section, start a new experiment and:
- Pick a control form and a variant form. The two must be structurally compatible so the comparison is fair.
- Name the experiment.
- Set it running (or leave it paused until you're ready).
Forms that belong to an active experiment are badged in the Forms list so it's clear what's under test.
Reading the results
Open an experiment to compare the control and variant side by side: submission rates, revenue impact, and how long the test has been running. Winner and loser indicators help you call the result.
Acting on a result
When you have a clear winner, you can pause or stop the experiment and roll forward with the better form. Because experiments are controlled comparisons, you're optimizing on evidence rather than opinion.
Next steps
- Analytics & submissions — the metrics behind your experiments.
- Building forms — create a variant to test.