Coming 2026Built-in A/B testing arrives in 2026. You can split-test Growform forms today with your landing page builder.

Feature

A/B testing for forms

A/B testing for forms shows two versions of a form to the same kind of traffic and compares how many leads each one produces. You change your form on evidence instead of opinion.

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What is A/B testing for forms?

A/B testing for forms is the practice of showing two versions of a form to similar traffic and measuring which version produces more leads. It is also called split testing. Each person sees one version only, and the versions differ in one respect, so a difference in results can be traced to that change.

What should form A/B testing measure first?

Form A/B testing should start with what you ask, when you ask it and how you word it, because those changes move completion the most. Form optimization of this kind usually begins with one of the following tests.

Ask fewer questions, for example a mortgage form with and without the employment step.
Move the contact details to the last step, or ask for them earlier.
Make the phone number optional, or remove it.
Reword the headings and the button on the final step.
Open with a question answered by buttons in place of one that needs typing.

How does split testing forms work in Growform today?

Split testing forms in Growform works today with two separate forms and the A/B testing in your landing page builder. Each variant of the landing page embeds one of the two forms, and the landing page builder divides the traffic between the variants. Built-in A/B testing is planned for 2026.

How do you decide which form won?

The form that turns more of its traffic into completed leads is the winner, and you count those leads in the tool that split the traffic. Growform can also fire a completion event to your ad platforms through conversion tracking. In Google Analytics 4, every step and completion event carries the form's ID, so the two forms can be compared step by step.

How to split-test two Growform forms today

Duplicate your form

Use “Duplicate” on the form card to copy the form you already run.

Change one thing

Edit the copy so that it differs from the original in a single respect, such as the order of its steps.

Embed one form per variant

Create two variants of the page in your landing page builder and embed a different form in each of them.

Compare the completed leads

Let the landing page builder split the traffic, then compare the conversions recorded for each variant.

What testing your form changes for cost per lead

A higher completion rate lowers your cost per lead.
The same ad spend produces more leads when more of the people who start the form go on to finish it.
You can judge lead quality as well as volume.
Each form keeps its own list of leads, so your sales team can report how the leads from each version turned out.
The comparison is fair to both versions.
Both forms run during the same period on the same traffic, so a seasonal swing or a change of ad affects them equally.

Which plans will include built-in A/B testing?

Built-in A/B testing is planned for 2026, and the two-form method described on this page works on every plan today.

Basic: Coming 2026
Professional: Coming 2026
Scale: Coming 2026
Custom: Coming 2026

Frequently asked questions

When does built-in A/B testing arrive?

Built-in A/B testing is coming in 2026. Until then, your landing page builder splits the traffic between two Growform forms.

Do two test forms count toward my active form limit?

Yes. Both forms must be active to receive traffic, and each plan has a limit of active forms. Basic includes 3, Professional 15 and Scale 50.

Can I see which version a lead came from?

Yes. Leads are listed under the form that collected them. A hidden field can also send the form name or form ID with every lead to your CRM through webhooks or Zapier.

Can Growform report conversions to Unbounce?

Yes, on Professional plans and above. Growform can trigger the Unbounce conversion goal when a form is completed.