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 A/B text element will automatically cycle between the variables you have entered. However, 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 'Add Items' in the left sidebar
3. Scroll down to Split testing
4. Drag and drop 'A/B Text' into 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 A/B image element will automatically cycle between the images you have entered. However, 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 'Add Items' in the left sidebar
3. Scroll down to Split testing
4. Drag and drop 'A/B Image' into 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 A/B video element will automatically cycle between the videos you have linked. However, 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 'Add Items' in the left sidebar
3. Scroll down to Split testing
4. Drag and drop 'A/B Video' into 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 'Preview/ Test' in the topbar
3. Exit and click 'Preview/ Test' to display a new A/B variable

Analyzing A/B Test Results

• In your survey report, you'll find the percentages for how many times each variable was shown under the AB Test question results
• Filter and compare data sets by your A/B test
• Go to Individual Responses to view what variable each respondent was shown