Split Tests

Understand page-level split testing and its result view.

Updated 9 August 2026

Use complete URLs as the alternatives

A Split Campaign distributes traffic between complete destination URLs rather than inserting a Component into one control page. Open Optimize → A/B Testing → Campaigns and choose New Split Campaign.

Use this workflow when the alternatives have different structures, technologies or full-page journeys. Use a standard A/B Campaign when only one controlled part of the page should change.

Configure the Split Campaign

Add General Settings

Give the Campaign a recognizable name and description, choose its start and end dates, and use No Cache only when eligibility must be re-evaluated on every Pageview.

Select the Split Subdomain

Choose the managed Subdomain that will act as the stable root for the Split Campaign. Incendium generates its path after saving.

Add the destination URLs

Enter the Landing Page or website URLs that should receive traffic. Use Add additional item for further variants.

Set the Fallback URL

This is the destination used after the Campaign has finished, preventing the public Split URL from becoming a dead end.

Prepare fair alternatives

Every destination is live, secure and reachable before activation.
The intended Conversion and key Interactions work on every URL.
Traffic parameters survive redirects.
Consent and tracking behaviour are comparable.
One URL is not materially slower because of an unrelated deployment problem.
The Fallback URL represents the safest long-term destination.

Read Split Test Results

Open Optimize → A/B Testing → Split Test Results, set the date range and select the Split Campaign from the dropdown or table. Compare page-level performance using the Campaign's measured traffic, engagement and outcome evidence.

Keep the stable Split URL in place when advertising or external links depend on it; change its fallback deliberately when the test ends.