Adaptive Testing Traffic Control

Marketing & Content Hub Reporting & Analytics
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1

I’d like to run a series of Adaptive tests on a single page URL.
- Is it possible for an admin to control how much traffic flows to each version of the test?
- If not, how is traffic determined by the system?

2

Hi @AlexMorrisonYMC ,

Currently, HubSpot’s Adaptive Testing does not allow you to manually control or set the percentage of traffic flowing to each test version. There’s no built-in option for admins to choose, for example, “send 40% of visitors to Version A, 40% to Version B, and 20 % to Version C.” Traffic splits cannot be directly set in adaptive testing.

How HubSpot Adaptive Testing Works:

  • Initial Traffic Split: When your adaptive test launches, traffic is divided equally across all variations (e.g., with three versions, each gets 33.33% of traffic).
  • Ongoing Optimization: Over time, HubSpot’s AI monitors how each version performs (usually focusing on conversion rate). The system automatically starts sending more visitors to higher-performing versions, reducing exposure to underperformers.
  • Algorithm Details: This is powered by a machine-learning method known as a “multi-armed bandit algorithm,” which optimizes conversion rates by dynamically allocating more traffic to winning variations, all without manual intervention.

If you’re looking for strict, predefined traffic splits, you’ll need to use traditional A/B testing rather than Adaptive Testing.

For more about how adaptive testing works in HubSpot, you can read:

3

Thanks for the detailed reply.
In my current use case, I actually won’t have conversions the “system” will test, but rather different embedded Typeforms that we’ll be analyzing outside of Hubspot. In this case, would the Adaptive system still theoretically keep traffic evenly split between variations?