A/B Testing in BlockSurvey allows you to show different text, images, or video variants to different respondents and compare how each variant affects their answers. Each respondent is randomly assigned one or more variants, and results are segmented by variant in the Analytics screen.
Steps to set up A/B testing
In the Builder screen and click on Add Question.
Select A/B Testing as the question type.
The A/B Testing question appears as a parent block, where you can add your variants.
Each variant card displays the variant name and description.
To add a new variant, click the Add Variant button. You can fill in the variant name and description fields. You can also attach media such as an image or video to the variant.
To edit a variant, click the Edit icon on the card.
To delete a variant, click the Delete icon.
5. Add Recall Variant in Child Questions
To capture which variant was shown to a respondent in a specific child question or any other question, type @ in the question text field to open the questions dropdown. Then select the A/B Testing parent question to recall the assigned variant dynamically.
When the survey is shared, respondents will only see the variant assigned to them along with its related child questions.
For example, if a respondent is assigned Design B, the survey screen will display the Design B variant content and the related follow-up questions as shown below.
6. Under the Options tab, you can:
When Custom variants is enabled, the option to configure the maximum number of variants per respondent will be displayed.
Choose whether all variants should be shown to every respondent.
How Variants Are Assigned
When a respondent receives a survey, BlockSurvey randomly assigns them one variant (or more, based on your settings). The assigned variant content - title, description, and media is shown above the child questions. The respondent's answers are recorded alongside the variant they were shown.
How to view A/B testing responses & Analytics
In the Responses tab (individual response view), each response shows which variant was assigned to that respondent under the A/B Testing question row, and a Variant label above the child question's answer.
In the Results table, the A/B Testing columns are labelled A/B Testing - Variant 1, A/B Testing - Variant 2, and so on, so you can filter and sort responses by the variant shown.
Navigate to Analytics→ Response Analytics and select the A/B Testing question. The A/B Testing Overview section shows a card for each variant with the number of respondents assigned to it and its percentage of total responses.
Below the overview, child question analytics include a Responses by Variant table showing how respondents answered under each variant.
Use Cases for A/B Testing
A/B Testing can be used to measure how different content variations influence respondent behavior and responses.
Common use cases include:
Testing different product descriptions or messaging
Comparing marketing headlines or campaign creatives
Measuring engagement with different images or videos
Evaluating UI or design preferences
Testing educational or onboarding content effectiveness
Comparing survey wording to improve completion rates or response quality
By analyzing responses by variant, you can identify which version performs better and make more informed decisions.
Conclusion
A/B Testing in BlockSurvey helps you experiment with different content variations directly within your surveys and forms. By randomly assigning variants and tracking responses separately, you can understand how different experiences impact respondent behavior and outcomes.
With support for dynamic recall, variant-based analytics, and flexible assignment settings, A/B Testing makes it easier to collect actionable insights and optimize your surveys based on real respondent data.