Split URL Tests

Split URL tests send visitors to different URLs instead of changing elements on a single page.

What is a split URL test?

In a split URL test, each variant points to a different URL path or page. Visitors assigned to a variant are routed to that variant’s URL.

This is useful when:

• Variants require substantially different page layouts or content
• Changes cannot be expressed as DOM modifications
• You are testing entirely different landing page designs

When to use split URL tests

| Use split URL | Use A/B test instead | | :------------ | :------------------- | | Different page URLs per variant | Same URL, different elements | | Full page redesign comparison | Headline, CTA, or module changes | | Separate codebases or templates | Visual changes via selectors |

How to create a split URL test

1. Create a new experiment and select type Split URL.
2. Configure URL rules for the entry page (where assignment happens).
3. Create variants and set each variant’s target URL.
4. Define goals — often a conversion on a shared thank-you page or a custom event.
5. Publish the experiment.

Note

TODO: confirm with the Ttoolab team the exact dashboard fields and runtime redirect behavior for split URL variants.

How assignment works

Assignment follows the same mechanics as other experiment types:

• URL rules determine eligibility
• Traffic allocation limits who enters the test
• Weighted random assignment picks a variant
• Sticky assignment keeps visitors on the same variant URL across sessions

Measuring results

Exposures are tracked when a visitor is assigned. Conversions depend on your goal configuration — typically a page_view on a success URL or a custom_event.

Best practices

• Ensure all variant URLs are live before publishing.
• Keep branding and tracking pixels consistent across variant pages.
• Use the same goals across variants for fair comparison.
• Watch for SEO implications of duplicate or similar content across URLs.

Next steps

• Redirect tests
• Goals
• Targeting