A/B Testing Landing Pages in HubSpot: What to Measure and Why

Small tweaks. Big wins.

Most landing pages don’t need a complete redesign. They need one key improvement,  and A/B testing is how you find it.

The problem? Many teams guess what to change or test, or test, testing too many things at once, which leads to noise rather than insights.

HubSpot makes it easy to A/B test your landing pages, but the real power comes from testing the correct elements and measuring what matters.

Here’s how to run smarter A/B tests inside HubSpot—and improve your conversion rates.

What Can You A/B Test on a HubSpot Landing Page?

HubSpot lets you test two versions of the same landing page and automatically splits traffic. Some bright test ideas:

• Headline – Try a benefits-first version vs a product-first version
• CTA Text – “Book a Demo” vs “See It In Action”
• Form Length – Fewer fields vs full qualification
• Image or Video – Static screenshot vs explainer demo
• Page Copy Style – Conversational vs formal tone
• Social Proof Position – Testimonials at top vs bottom

Pro tip: Test one thing at a time. That’s the only way to know what worked.

What to Measure (Beyond Just Form Submissions)

Most teams stop at “form submissions”—but that doesn’t tell the whole story.

Here’s what you should measure in your A/B tests:

• Conversion rate (form submits / total visits)
• Time on page (Are visitors engaging?)
• Bounce rate (Did they leave immediately?)
• CTA click-throughs (Did they try to engage?)
• Scroll depth (Are they seeing your full message?)

Tracking multiple data points helps you spot drop-off moments—even when the form fill rate stays flat.

How to Run a Test in HubSpot

1. Clone your landing page
2. Change one element in the variant
3. Click “Run a test” in the HubSpot landing page editor
4. Set your goal metric (usually form submissions)
5. Let it run for at least 1–2 weeks (or until you get 100+ views per variant)
6. Choose the winner, or set a new test with another change

Bonus: Once a winner is chosen, HubSpot automatically directs all traffic to the best version.

How Often Should You Test?

You don’t need to test every page. Focus on:

• Your highest-traffic lead pages
• Demo request or pricing pages
• Pages with high ad spend or conversion drop-offs

One test a month on one key landing page is more than enough to learn and improve fast.

Final Thought

A/B testing isn’t about fancy experiments—it’s about learning what works, and doubling down on it. HubSpot gives you the tools. But it’s your process—test, measure, improve—that drives real growth.