Leadpages CRO
A/B Testing for Landing Pages.
Built In, Not Bolted On.
Create variants with AI, split your traffic, and let your pages find what converts. No separate tool. No traffic caps. No developer required. Starting at $99/mo.
Hero Screenshot
Nova editor with A|B toggle in toolbar. Experiment panel open showing two variants, 50/50 traffic split slider, and conversion goal selector.
$99/mo
A/B testing included
Unlimited
Traffic
4
Variants per test
3
Testing modes
Why most teams don't test
2-3 million websites lost their A/B testing tool. Most never replaced it.
When Google shut down Optimize in September 2023, the free option disappeared. The alternatives? Developer tools (GrowthBook, PostHog) or paid platforms that cap your visitors at 20,000 (Unbounce) or charge $199+ to unlock testing (Instapage).
So most teams stopped testing. The page that converts at 2% stays at 2% forever.
That's money left behind on every campaign you run.
Leadpages puts A/B testing back where it belongs: inside the platform where you create your pages. No separate tool. No developer. No traffic cap that punishes you when campaigns succeed.
How it works
Set up a test in minutes. Get answers in days.
Pick a page. Create a variant.
Duplicate your page with one click, or let AI generate a variant for you. Change the headline, swap the CTA, try a different layout. Test up to 4 variants at once (A, B, C, D). Switch between them with the A|B toggle in your toolbar.
Screenshot: A|B Toggle + Variant Creation
Nova editor showing the A|B toggle in the top toolbar (blue dot for A, amber for B). User has clicked "+" to create Variant B with a different headline and CTA button color.
Choose your goal and split your traffic.
Pick what you're measuring: form submissions, button clicks, purchases, or offsite conversions. For click goals, use the point-and-click selector to choose the exact element. Set your traffic split (50/50, 70/30, or any custom ratio between 10-90%). Hit publish.
Screenshot: Experiment Setup Panel
Experiment setup panel showing test name field, goal type dropdown with 4 options (form_submit with "Detected" badge), traffic split slider at 50/50, and "Start Test" button.
Watch results come in. Declare a winner.
Real-time results update in your editor. See conversion rates per variant with confidence indicators at three levels: leaning, likely, and clear winner. A 14-day performance chart shows trends over time. Funnel visualization shows where visitors drop off at each step. Plain-English summaries tell you when you have a winner, not just a number. Promote the winning variant to 100% traffic with one click.
Screenshot: Experiment Results Panel
Results panel showing Variant A (3.2%) vs Variant B (4.7%). Green "95% confidence" badge, 14-day stacked bar chart, funnel visualization, and summary: "Variant B converts 47% better than Variant A."
Choose your level
From manual control to fully automated. Three ways to test.
Simple A/B
Traditional split test. You create the variants, you set the traffic split, you decide the winner. Full control for teams who want specific experiments with full visibility.
AI-Assisted Testing
Pick your conversion goal. AI analyzes your page and generates variant candidates to test against it. Traffic routes automatically toward the best performer. You set the direction. AI does the work.
Full Optimization
Continuous loop: test, declare winner, generate next variant, test again. The system waits for statistical confidence before promoting. No guessing. No human intervention after setup.
Why your data is better
Zero flicker. Clean data. Real statistical rigor.
Most A/B testing tools inject JavaScript after the page loads. Visitors see the original page flicker before the variant appears. That flicker skews your data.
Leadpages assigns variants server-side, before the page renders. Every visitor sees their variant instantly. No flash. No layout shift. Clean data from the first visit.
The statistical engine uses a two-proportion z-test to determine winners. Not a gut check. Mathematical confidence that your winner is actually better.
Server-Side Assignment Flow
Left: “Visitor arrives > Server assigns variant > Page renders instantly.” Right (crossed out): “Page loads > JavaScript swaps content > Visitor sees flicker.”
| Feature | Detail |
|---|---|
| Server-side assignment | Variant assigned before page renders. No flicker, no layout shift. |
| Up to 4 variants | Test A/B, A/B/C, or A/B/C/D. Not limited to two. |
| AI variant generation | AI creates test candidates based on your page and goal. |
| Statistical confidence | Two-proportion z-test with Bonferroni correction. Three confidence levels. |
| Funnel visualization | Per-step completion rates. See exactly where visitors drop off. |
Start testing today. See results this week.
How we compare
A/B testing at every price tier. No traffic caps at any of them.
| Leadpages (Grow) | Instapage | Unbounce | HubSpot | |
|---|---|---|---|---|
| A/B Testing | Included | Optimize plan only | Included | Professional only |
| Starting Price | $99/mo | $199/mo | $99/mo | $890/mo |
| Traffic Cap | None | Capped | 20,000 visitors | N/A |
| AI Variant Generation | Yes | No | No | No |
| Server-side Testing | Yes | No | No | No |
| Continuous Optimization | Yes (Scale) | No | No | No |
Pricing as of March 2026. Check competitor sites for current pricing. Caps and terms change frequently.
Built for teams like yours
Testing should be automatic. No matter how your team is set up.
Performance marketers running paid traffic
Every landing page that doesn't convert wastes ad budget you can't get back. Test headline variants. Find the winner in days. The difference between 2% and 4% conversion on $15K/mo in ad spend is thousands in recovered pipeline.
Agencies managing multiple clients
Ten clients, ten landing pages, ten conversion goals. One platform, all tests running simultaneously. At Scale ($399/mo), Full Optimization runs continuous tests across every client page without manual intervention.
Solo marketers wearing every hat
You don't have time to log into a separate CRO tool. A/B testing lives inside the same editor where you create your pages. AI generates variants for you. Results show up where you work.
FAQ
Common questions about A/B testing in Leadpages
Your landing pages should get
smarter with every visitor.
A/B testing, AI-generated variants, and no traffic caps. Built into the same platform where you create your pages. Starting at $99/mo.
Teams testing and optimizing with Leadpages
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We're in early access. The first teams testing with Nova are seeing results. Want in?
$99/mo
A/B testing included. No add-on.
0
Traffic caps at any tier.
3
Testing modes. Manual to fully automated.
See Pricing →