Experiments (A/B tests)

Test a changed version of your form against the live one and ship the winner with confidence.

An experiment splits your traffic between the live form (Control) and one or more changed versions (challengers), then tells you which one performs better.

Create an experiment

Start a new experiment

Open a form, click Experiments, then Create form experiment.

Write a hypothesis

State what changes, for whom, and why. For example: “Reducing the first page to three questions will increase qualified completions from paid traffic.”

Choose the primary outcome

Completion rate: completions among people who started. - Start rate: visitors who start answering. - Qualified completion rate: completions where a chosen field matches, such as Company size at least

Set the expected baseline and worthwhile lift

Finerlise uses these to estimate how many responses you need.

Create the challenger

Click Create challenger, make your changes in the editor, then save it as a variant. Variants are locked snapshots, so they can’t drift during the test.

Set traffic and audience

Split Experiment traffic between versions (it must total 100%). Optionally use Audience targeting by UTM source, medium, campaign, content or any query parameter.

Launch

Check the Launch checklist and click Launch experiment.

Read the results

Measure	Meaning
Win probability	How likely each version is to be the best.
Expected loss	How much you’d lose, on average, by picking this version if it’s actually worse.
Funnel, Friction, Segments	Where each version loses people, and how results differ by campaign, referrer or device.

When the result is clear (Ready to decide), end the test and ship the winner. The winning version becomes your live form.

You can pause and resume an experiment at any time.

A/B test your signup form

A worked example.

Drop-off analysis

Find what to test.