Running an A/B test

A/B testing splits a link's traffic between destination URLs whenever no targeting rule matches, so you can see which page actually performs better.

Setting one up

1. Open a link's targeting page and find the A/B testing card.
2. Enter a URL for Variant A and Variant B.
3. Save — traffic that doesn't match any targeting rule now splits 50/50 between the two.

Each variant shows its own click count and conversion numbers so you can compare them directly. You can edit any variant's URL at any time, or stop the test entirely (the link goes back to its default destination — past click data is kept).

A link can run either an A/B test or a Choice Page, not both — starting one stops the other.

A/B testing with two variants is available on every plan.

Multivariate testing (Business)

On Business, the same card lets you go beyond a plain two-way split:

1. Click Add variant to add a third (or fourth, or fifth) destination URL.
2. Set each variant's own weight — the percentage of traffic it should receive. Weights across all variants must add up to 100%.
3. Save — traffic now splits according to those weights instead of an even split.

This is useful for sending most traffic to your current best performer while still testing a couple of challengers on the side, instead of only ever comparing two pages at a time.

If you downgrade from Business, a test that already has more than two variants or a custom weighted split keeps running and stays fully editable exactly as it is — only starting a new multivariate test, or adding a 3rd+ variant to a fresh test, requires Business.