A/B Testing (Split Testing) in Surveys

Our split testing elements allow you to perform randomized tests of text, images and videos with respondents. The percentage of respondents who were shown each variable will be displayed in your survey report.

This feature is useful when testing new product concepts or branding with customers, as you’ll be able to filter and compare feedback based on the A/B variables.

As mentioned above, there are three elements you can split test in your survey:

• Text
• Images
• Videos

Up to 26 variables can be added to a split-testing element.

A/B Text

This element allows you to show different images to different sets of respondents. This text is free-standing but can be followed by a question asking how respondents feel about it. For example, this could be a new tagline for your brand or sales copy for your website.

In the builder, the AB Text element shows a placeholder that cycles through your variable letters (A, B, C…) rather than the live content — a note in the builder reminds you of this. If you preview your survey you will see the variable as a respondent would.

How to split test text

1. Go to the Builder
2. Click + Question
3. Scroll to the Split Testing category (or search for “AB”)
4. Select AB Text to insert it at that point in your survey

A/B Images

Display different images to different sets of respondents. These images stand alone from any questions in your survey but can be followed by a question.

In the builder, the AB Image element shows the same cycling placeholder described above. If you preview your survey you will see the variable as a respondent would.

How to split test images

1. Go to the Builder
2. Click + Question
3. Scroll to the Split Testing category (or search for “AB”)
4. Select AB Image to insert it at that point in your survey

A/B Videos

Display different videos to different sets of respondents. These videos are independent of any other questions, but you can follow the split test videos with a question to ask for respondent reactions.

In the builder, the AB Video element shows the same cycling placeholder described above. If you preview your survey you will see the variable as a respondent would.

How to split test videos

1. Go to the Builder
2. Click + Question
3. Scroll to the Split Testing category (or search for “AB”)
4. Select AB Video to insert it at that point in your survey

Previewing A/B tests in surveys

We’d recommend previewing your survey a few times before sharing it with respondents. Each time you preview your survey, a different variable will be displayed in the split testing field.

1. Go to the Builder
2. Click the Preview icon in the topbar
3. Close the preview and click Preview again to display a new A/B variable

Analyzing A/B Test Results

There are several areas in the Results section where you can view and analyze the results of your A/B test.

• In your survey report, you’ll find the percentages for how many times each variable was shown under the AB Test question results
• Use Filter & Compare in the Results sidebar to filter and compare data sets by your A/B test
• Go to Individual responses to view what variable each respondent was shown

The A/B variables are randomly selected for each new respondent, meaning it’s unlikely to see an even split between variables in your results.