Creating Variants
Learn how to create A/B testing variants of your landing pages.
Variants let you test different versions of your landing page to find what converts best. Creating a variant gives you a copy of your champion that you can modify independently.
Creating a Variant
From the Landing Page Canvas
- Open your campaign and go to the Landing Pages tab
- Select the champion landing page you want to create a variant for
- Use the canvas controls to click Create Variant
- The new variant is created and appears on the canvas
What Gets Copied
When you create a variant, it starts as an exact copy of the champion:
- All sections and components
- All text content and images
- All styling and theme settings
- All SEO settings
You can then modify any of these independently.
A variant is a full, independent landing page. Changes to the variant don't affect the champion, and vice versa.
Preview Inheritance
When a variant is first created, it inherits the champion's latest preview. This means:
- You'll immediately see a preview of the variant (matching the champion)
- If the champion has a static snapshot, the variant starts with that
- Once you edit the variant and create a sandbox session, it gets its own live preview
- After the session ends, the variant will have its own static snapshot
If a variant doesn't have its own preview yet, the system automatically shows the champion's preview as a fallback, indicated by Static Preview in the preview header.
Editing Variants
After creating a variant:
- Double-click the variant node on the canvas
- The editor opens with the variant
- Make changes using the AI chat or Design Mode
- Changes are saved to the variant only
What to Test
Consider testing these elements:
Headlines
Different headline variations often have the biggest impact on conversions.
CTAs
Button text, color, placement, and size can all affect click-through rates.
Social Proof
Test different testimonials, review counts, or trust indicators.
Layout
Try different section orders or visual hierarchy.
Naming Variants
Variants are automatically named based on the champion. To rename:
- Open the variant in the editor
- Use the rename option in the page header
- Give it a descriptive name indicating what's different
Good naming examples:
- "Homepage - Short Headline"
- "Homepage - Blue CTA"
- "Homepage - Video Hero"
Managing Variants
Viewing All Variants
On the landing page canvas, variants appear to the right of their champion. You can:
- Toggle variant visibility with the visibility filter
- Click any variant to see its preview
- Double-click to open and edit
Deleting a Variant
If a test is complete or a variant isn't needed:
- Open the variant in the editor
- Access the delete option from page settings
- Confirm deletion
Deleting a variant is permanent. Make sure you've recorded any lessons learned before deleting.
Using Variants in Campaigns
To actually run A/B tests with your variants:
- Open the campaign's Flow Builder
- Add your landing pages to the flow
- Configure traffic split percentages
- Publish the campaign
The Flow Builder controls which visitors see which variant.
Variant Analytics
Track how each variant performs:
- Views: How many people saw this variant
- Conversions: How many completed the goal
- Conversion rate: Percentage of viewers who converted
Access analytics from the campaign's Analytics section.
Best Practices
Start with a Hypothesis
Before creating a variant, know what you're testing and why:
| Element | Hypothesis |
|---|---|
| Shorter headline | More people will read and understand the value prop |
| Green CTA button | Will stand out more and increase clicks |
| Video hero | Will engage visitors longer than static image |
Keep Changes Focused
Test one major change per variant. Testing multiple changes makes it hard to know what worked.
Give Tests Enough Traffic
Don't call a winner too early. Wait for statistically significant results.
Document What You Learn
Whether a variant wins or loses, document the learnings for future tests.