Would you like to know which version of your opt-in form actually gets more conversions? In this guide, we will walk you through starting an A/B test between two forms in Thrive Leads, letting Thrive Leads pick a winner automatically or choosing one yourself, and reading the test’s results. All you need is a Lead Group with two or more published forms.
Types of Tests You Can Run
A Lead Group’s forms can be compared in two ways: as a design test, where you compare two different variations of the same form type against each other (for example, two Ribbon designs with different headlines or colors), or as a form type test, where you compare two entirely different form types against each other (for example, a Ribbon against an In-Content form) to see which format converts better. Both are set up the same way, covered next.
Starting an A/B Test
- Go to Thrive Leads » My Forms and expand the Lead Group that contains the forms you want to compare.
- Open the Active forms tab and click Run A/B test between forms.
Selecting Forms to Compare
The first step of the setup asks you to choose which published forms take part in the test.
- Check the box on each form you want to include. You need at least two forms selected before you can continue.
- Click Continue to next step.
Naming and Configuring the Test
The second step is where you name the test and decide how it should be scored.
- Enter a name for the test in the Name your A/B test field.
- Optionally, add background notes in the Test Notes field for your own future reference.
- Toggle on Enable Auto Winner if you want Thrive Leads to pick a winning variant for you automatically once the test has enough data.
Turning on Auto Winner reveals three additional fields that control when a winner gets chosen.
- Set Minimum conversions to the number of conversions a variant needs before it can be declared a winner.
- Set Minimum duration to the number of days the test must run before a winner is chosen.
- Set Chance to beat original to the statistical confidence level required before Thrive Leads picks a winner.
- Click Start A/B test.
Finding a Test in Progress
- Go to Thrive Leads » My Forms and expand the Lead Group that contains the test.
- Select the A/B tests – In Progress tab.
- Click View test on the test you want to review.
Reading the Test Results
The test’s page opens with three summary cards: Unique Impressions, Conversions, and Conversion Rate, followed by a trend chart comparing the variants over time.
- Use the Days, Weeks, and Months toggle above the chart to change the time scale it displays.
Choosing a Winner Yourself
If you left Auto Winner off, or you’d rather make the call yourself even with Auto Winner running, you can stop the test and pick a winner manually:
- Let the test run until you have enough data to feel confident in the results.
- From the test’s results page, click Stop Test and Choose Winner.
- Select the form you want to keep as the winner. The other variant is archived and stops receiving traffic.
That’s it! You now know how to start an A/B test between two Thrive Leads forms, let Thrive Leads or yourself choose a winner, and read the test’s results. Next, take a look at how to use Lead Reports in Thrive Leads for a wider view across every form and Lead Group.
Frequently Asked Questions
Why is the Run A/B test between forms button greyed out?
This button is only active when the Lead Group has two or more published, active forms that aren’t already part of another running test.
Where do I see tests that have already finished?
Finished tests move out of A/B tests – In Progress and into the Archived Tests tab within the same Lead Group.
What does the note under the trend chart mean?
The chart includes a note that it shows estimated trends while live time-series data is still being rolled out, so treat the shape of the curve as a general trend rather than an exact daily count.