Experiments
Visual and redirect tests
Choose between editing the current page and splitting visitors across URLs.
A visual test changes selected elements on the existing page. It is ideal for copy, CTA, image, color, style, visibility, and HTML changes created in the visual editor.
A redirect test sends the challenger group to another URL. Use it for substantially different pages or frameworks. Keep the destination live, fast, and semantically equivalent to the control goal. Do not combine a redirect with unrelated campaign or audience changes, because the result will not isolate the page difference.