Experiments
Create, edit, preview, start, pause and finish experiments.
An experiment compares two or more versions of your website (the variations) and measures which one performs better. This section explains how to build an experiment, how to create and edit variations, how to check everything before real visitors see it, and how to control the experiment while it runs.
A typical workflow looks like this:
- Create the experiment and add its variations, pages, audiences and goals.
- Build the variations with the Visual Editor, a redirect or your own code, see Variations.
- Preview and test the experiment.
- Start it and watch the results.
If you run your first experiment, follow Your first experiment step by step.
Create an experiment
Name, description, tags and metadata.
Variations
Variation types and how to edit them.
Visual editor
Edit a page visually.
Shopify variations
Theme and template variations for Shopify shops.
AI features
AI-assisted ideas and result interpretation.
Preview & QA
Check an experiment before it goes live.
Start, pause & finish
The experiment lifecycle.
Scheduling
Start and stop automatically.
Clone & archive
Reuse and tidy up experiments.
Exclusion groups
Keep experiments mutually exclusive.
Experiment ideas
Collect and prioritize test ideas.