A/B testing in Surface Forms allows you to test multiple form variants to optimize conversion rates. Create experiments, track performance metrics, and make data-driven decisions to improve your forms.

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Creating an Experiment

  1. Navigate to the Experiments section
  2. Click “New A/B experiment”
  3. Enter experiment details:
    • Name your experiment
    • Add a description
    • Select form variants
    • Set test duration
  4. Configure traffic distribution
  5. Choose metrics to track

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Form Variants

Add and configure multiple versions of your form:

  1. 1. Start with your default form variant
  2. 2. Add additional variants using ”+ Add form variant”
  3. 3. Distribute traffic percentage across variants
  4. 4. Total distribution must equal 100%

Each variant can have different designs, content, or flow logic while maintaining the same goal for accurate testing.

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Traffic Distribution

Default Variant

Your original form design, typically starting with a higher traffic percentage

Test Variants

New versions you want to test against the default, with smaller initial traffic allocations

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Performance Metrics

Track two key metrics to measure form performance:

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Conversion Rate

Conversion Rate

Track the percentage of visitors who take the desired action to optimize your form’s performance.

  1. 1. Measures form completion rate
  2. 2. Shows effectiveness of each variant
  3. 3. Helps identify best-performing designs

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Email Collection

No. of Emails Collected

Measure the total emails captured to evaluate lead generation effectiveness.

  1. 1. Tracks total leads generated
  2. 2. Measures quantity of conversions
  3. 3. Helps assess lead generation impact

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Experiment Duration

  1. 1. Set clear start and end dates
  2. 2. Allow minimum 2 weeks for testing
  3. 3. Factor in your site’s traffic volume
  4. 4. Ensure duration allows statistical significance

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Monitoring Results

Live Metrics

  1. 1. Conversion rates
  2. 2. Email collection numbers
  3. 3. Form visits
  4. 4. Distribution percentages

Analysis Tools

  1. 1. Performance comparisons
  2. 2. Statistical significance
  3. 3. Real-time data
  4. 4. Variant insights

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Best Practices

Single Focus

Test one major change at a time

Traffic Volume

Ensure sufficient traffic for statistical significance

Test Duration

Run tests for adequate duration

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Common Test Elements

Here are some of the form elements you may want to consider modifying as you create your experiments:

  • Form layout (Single vs Dual pane)
  • Call-to-action text
  • Form length
  • Field order
  • Marketing content
  • Visual design
  • Form step sequence

Form Builder

Create and customize your form variants

Flow Builder

Create dynamic form flows based on user responses