Enabling Smart Traffic on Your Landing Pages


Step-by-step setup now simplifies your path to Smart Traffic-powered optimization.

  1. Select Smart Traffic from the Page Traffic Mode section of the Page Overview.
  2. Create another (or several) page variants. 
  3. Publish your variants to begin the Smart Traffic test.
  4. Let your page learn with each unique visitor.
  5. Once your pages have completed a Learning Phase, Smart Traffic is primed for optimization, and AI will automatically route new visitors to the variant they’re most likely to convert. 

This article will explain how to set up and enable Smart Traffic on your landing pages and how to analyze your Smart Traffic stats. 

Adding Variants to Test with Smart Traffic

Smart Traffic requires at least 2 variants where Smart Traffic can route your visitors. If you've already created multiple variants, you can go ahead and skip to the next step. 

See these resources to learn more about creating variants and some best practices:

  1. Navigate the Page Overview of the landing page you want to create a new variant for. 
  2. Scroll to the bottom and click Create New Variant:
    Add a new variant.
  3. By default, the variant is inactive. 

Once you've created a new variant, make edits and changes to the variant based on what you want to test.

See these resources to learn more about creating variants and some best practices:

Enabling Smart Traffic

Now you're ready to turn on Smart Traffic!

  1. Navigate to the landing page where you’d like to activate Smart Traffic. 
  2. Scroll down the page to the Page Traffic Mode section and select Smart Traffic:

Adding Variants to your Smart Traffic Test

You'll require active variants to enable an inactive variant to a Smart Traffic test.   

  1. Click on the ellipsis (three dots) on the right side of the variant you want to add to your Smart Traffic test.
  2. From the list, select Add to active variants:
    Add a new variant to the Smart Traffic test.
  3. Doing so will include the variant to the Smart Traffic test.
  4. Hover over the variant name to rename/change the variant's name (or any variant from the list).

  5. Click the pen icon. In the field that appears, update the variant's name:

    Gif demo of a user renaming a variant.

Publish and Test

After you enable Smart Traffic on active variants,  Publish or Republish the page to activate this test. 

Once you’ve published your variants, Smart Traffic will go into the Learning Phase
Smart Traffic Learning Phase.

See more about these status details in the next section.

Smart Traffic Status Details

Once you’ve enabled Smart Traffic on your landing page, you'll see a Smart Traffic status bar with possible statuses:

Learning Phase 

During this Learning Phase, Smart Traffic's AI analyzes incoming visitors and learns about their behavior and attributes. The Learning Phase will continue until you exceed a visitor count over 30. 

Here's an example of a page that's received some traffic; Smart Traffic is actively learning which variant to direct visitors to as more and more land on the page:

Percentage of page that Smart Traffic has learned.

The best part? Smart Traffic will continue to learn even after it has begun optimizing. 

Any time you add a new variant to the test, republish, or make changes to existing variants, Smart Traffic will revert back to the Learning Phase

We recommend keeping the page as-is and avoid making changes during this time. 


In the Optimizing stage, Smart Traffic is now routing visitors to the pages with the highest likelihood for them to convert. Smart Traffic will begin optimizing in as little as 30 visitors, showing an state:
Smart Traffic Optimization stage.


Any time you add a new variant to your Smart Traffic test, be sure to Republish the page to save these changes. This will also cause Smart Traffic to revert to the Learning Phase given this newly added variant. 

Smart Traffic will display the lift percentage achieved once the Learning Phase has been completed and optimizing has begun. 

Viewing Your Smart Traffic Results

 The lift percentage numbers will appear above your conversion rates.

As Smart Traffic optimizes and learns your visitors’ behaviors, you'll notice a lift in conversions over time:
Conversion rate lift example in Page Overview.

Deactivate Variant Insights

Deactivate Variant Insights is a Smart Traffic Reporting feature that helps you focus your efforts on iterating and improving high-performing variants by recommending variants to deactivate.

This Insight highlights what variants are not resonating with your audience, which is just as important as knowing which do, allowing you to remove them from the test. 

The Deactivate Variant Insight will appear on accounts that have

  • Smart Traffic enabled on a page,
  • two or more variants are running, and
  • received at least 100 total page visitors within the last 28 days or since last publish (whichever is greater).

So, though you may have enabled Smart Traffic on a few of your pages, you may not see the prompt to deactivate a variant unless our machine-learning algorithm determines that this variant is not performing as well as other variants.

Applying Deactivate Variant Insight to your Landing Page

If your page qualifies for variant deactivation suggestions, you may see prompts and messages in the Page Overview to deactivate a variant from the test. Follow these instructions to complete the deactivation of the variant:

  1. Navigate to the Page Overview of your landing page.
  2. Scroll down to the Page Traffic Mode section to view information about your Smart Traffic test.
  3. A suggestion to Deactivate variant will appear for specific variants in your test:
    Deactivate variant insight feature.
  4. Click the drop-down arrow next to the variant you’d like to deactivate, and click Deactivate:
    Deactivate variant button.
  5. A confirmation dialog will appear, confirming the deactivation. Click OK:
    Deactivate variant confirmation message.
  6. A confirmation message will appear at the top of the Page Overview confirming the variant deactivation:

    Deactivate variant confirmation sticky bar.
  7. Click the Republish button at the top right-hand corner of the Page Overview to save and publish these changes.

Remember: You must republish your page for the deactivated variant to take effect, but rest assured, this will not restart the learning phase for Smart Traffic

Looking for more resources about Smart Traffic? Take a read of the following docs: 

What is Smart Traffic?

Smart Traffic FAQ