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Creating Adaptive Tests in HubSpot Landing Pages

In HubSpot, adaptive testing is used to automatically improve marketing performance by letting HubSpot test multiple variations of a page and then pick a winner.

Adaptive testing in HubSpot allows you to test multiple variations of a landing page and automatically route more traffic to the best-performing version. Unlike traditional A/B tests, HubSpot uses machine learning to determine which variation drives higher conversions and gradually selects a winner for you.

This guide walks you through how adaptive testing works, how to set it up, and when to use it. A step-by-step video is included below.

When to Use Adaptive Testing

Use adaptive testing when you want to optimize:

  • Page headlines

  • CTA wording or placement

  • Form lengths

  • Page layouts or designs

  • Hero images or supporting visuals

  • Content structure

Adaptive testing is best for pages with higher traffic, because the more visitors you have, the faster HubSpot can identify a winning variation.

How Adaptive Testing Works in HubSpot

HubSpot’s adaptive testing uses automated machine learning. Here’s what happens behind the scenes:

  1. You create up to five page variations of the same landing page.

  2. HubSpot splits traffic evenly between versions when the test begins.

  3. As users interact with each version, HubSpot evaluates performance using metrics like:

    • Conversion rate

    • Form submissions

    • Bounce rate

    • Engagement

  4. HubSpot gradually shifts more traffic toward better-performing variations.

  5. Once the system reaches statistical confidence, it will declare a winner and make that version the default page.

No manual analysis or intervention required.

How to Set Up an Adaptive Test (Video Tutorial)


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