Goals & A/B testing
Choose what success means for a campaign, then let variants compete for it.
Conversion goal
Set in Targeting → What counts as a conversion:
| Goal | Counts a conversion when… | Use it for |
|---|---|---|
| Lead submission | the visitor submits a form, in any step | newsletters, lead magnets, email-first offers |
| Click or step reached | the visitor clicks a CTA link or moves to another step (counted once per popup) | promos, code-first opt-ins, quizzes, sticky bars with a link |
Whatever the goal, forms keep collecting leads and your actions run on every submission.
Variants
Each campaign starts with one design. Add more from Add variant in the preview or from the Variants tab, or duplicate an existing variant and change just one thing, such as the headline, the offer or the order of the steps. Traffic is split between variants, and each visitor always sees the same one.
For each variant you can:
- edit the design (brush icon), rename it (pencil), duplicate or delete it;
- change the traffic split with Adjust traffic weights (for example 80/20 to test cautiously).
Variant tags
Next to the name, every variant can have a tag: a short machine label such as
promo_first or bold_reveal, set with the pencil icon. The tag travels with every lead, so your
CRM or analytics can tell which variant a subscriber came from. Use it in actions with
{{variant.tag}}; see placeholders.
Tip
Tags accept letters, numbers, _, - and .. Spaces become underscores automatically.
Reading results and declaring a winner
- The original variant is the control: the baseline the others are compared with.
- Rate is conversions ÷ impressions for each variant.
- Confidence tells you how sure you can be that a variant really beats the control. The leading variant is highlighted.
- Once a variant beats the control with enough impressions and confidence, PopFlare says it is statistically safe to declare it the winner.
- Click the trophy next to a variant to declare it the winner: from then on it gets all the traffic. The other variants and their statistics are kept.
Heads up
Resist declaring a winner on a few dozen impressions: early leads swing wildly. Wait for the confidence indicator.