Our landing page templates are built according to high conversion best practices which you can learn more about on our blog (http://unbounce.com/blog). However, testing is key to the development of pages that work best for your customers and maximise your online marketing activity.

After you have created a page in Unbounce, you can test it against other possible strategies by easily creating new variants of that page that you can modify and divert some of your traffic towards. You can then evaluate the effectiveness of the different designs by seeing which page variant converts the higher percentage of the traffic sent to it.

The simplest form of page testing is the A/B split-test. This pits one (‘Champion’) page design against one or more (‘Challenger’) variants of the same design to see which one performs best. All of the page variants appear at the same URL but any visitor to that URL will see only one of the variants, served to them randomly. The conversions for each variant are recorded and then compared to see which page performs best.

Multivariate testing is more complex and requires much higher traffic volumes. If you want to learn more, there is a good article on multivariate testing on Wikipedia here: http://en.wikipedia.org/wiki/Multivariate_testing

To create a new ‘challenger’ variant of a page and start an A/B split-test:

1. Go to the page overview screen for the page in question and use the gear menu to select ‘Duplicate this Variant’. 
2. This creates a copy of the existing variant that you can edit, publish and assign traffic to.
3. If you want to start your new variant using a blank page, click on the ‘Create a New Page Variant from Scratch’ button.
4. You can create as many page variants as you like, but since the traffic you receive will be divided between them your ability to get test results may be diminished if you test too many variants in relation to the amount of traffic you are receiving to the page overall.
5. Edit your new page variants in the Unbounce page editor in just the same way that you edited your original. 
6. Remember to reselect the conversion goal(s) in each of your new page variants; Unbounce does not replicate the conversion goal setting for a variant when you duplicate it.
7. Assign weight to your new page variant by clicking on the number in the segment of the ‘weight’ column that corresponds to your new variant and entering the desired percentage. Hit ‘Enter’ on your keyboard (or ‘Return’ if you are using a Mac,) to save the change. 
8. The weight of the champion variant will be adjusted so that the combined weight of all variants equals 100%
9. Click on ‘Republish Page’ in the top right of the page details screen once you are ready to send your new page variant live and begin your test.

7.01 Page Statistics and Promoting a Variant

Unbounce tracks the traffic to each of your pages and, if you have a conversion goal set, will let you know how well the page is performing.

• The ‘Visitors’ column in the ‘A/B Test Centre’ area of the page overview screen tells you how many unique individuals have visited your page. 
• The ‘Views’ column tells you how many times the page has been viewed. 
• The ‘Conversions’ column tells you how many unique visitors have clicked on your conversion goal.
• ‘Conversion Rate’ expresses the number of conversions as a percentage of the unique visitors to your page. 

Unbounce will track the conversions for each of your page variants and let you know when they have reached a point where their performance has reached a level where you can be confident that one page is performing better than another (statistical confidence.)

To promote a variant to champion:

1. Make sure your page is published and the variant you want to promote has some traffic weight assigned to it: Your page must be published in order for you to promote a challenger page variant to champion.
2. Use the gear menu corresponding to the variant name in the page details screen. 
3. Select ‘Promote to Champion’. 

The challenger variant will be promoted to Champion and the old champion will be placed in the ‘Discarded Variants’ area of the A/B Test Center.

Note: When you promote a challenger variant to champion you effectively end the test (your page still works but all the previous conversion stats are no longer relevant.) At this point you should reset your stats by clicking on ‘Reset Stats’ at the right side of your screen.

To delete a page variant, you must first discard it by using the gear menu opposite the variant’s name and selecting ‘Discard This Variant’. You can delete a discarded variant by using its gear menu and selecting ‘Delete This Variant’

Discarded variants have had all of their traffic weight removed and are no longer visible to any of your visitors.

You can re-activate a discarded variant by using the gear menu opposite the discarded variant’s name and selecting ‘Make Challenger’.

7.02 Resetting Statistics

To reset your your statistics, access the overview screen for the page in section and scroll down to the A/B test centre. Click the 'Reset Stats' button in the top right of the test centre. This will zero out the statistics for your current test but your lead data will remain intact.