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Variants are different versions of the same landing page. They share the same URL but can have different content, layouts, or designs. Use variants to test which version performs better with your audience.

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What are variants?

Every page starts with one variant, called the default or control variant. You can create additional variants to test alternative approaches:
  • Different headlines or copy
  • Alternative layouts or designs
  • Various calls to action
  • Different images or media
When you run an experiment, traffic is split between your variants to measure which performs best.

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Creating a variant

  1. Open your page in the editor
  2. Click the + button in the canvas toolbar
  3. Choose whether to start from scratch or copy an existing variant
  4. Give your variant a name
The new variant appears alongside your existing variants in the canvas.
You can have up to 3 active variants per page. This limit helps ensure experiments have enough traffic per variant for meaningful results.
Your agent is also able to create variations automatically. For example, if you request “Create a new variant with a different hero approach” it will create a new variant in the canvas and then apply the requested changes.

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Copying from existing variants

When creating a new variant, you can copy the code from an existing variant. This is useful when you want to make small changes rather than building from scratch:
  1. Click + Add variant
  2. Select “Copy from existing variant”
  3. Choose the source variant
  4. Make your changes to the new variant

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The default variant

One variant is always marked as the default (or control). This is the baseline version that:
  • Serves as the comparison point in experiments
  • Is shown to visitors when no experiment is running
  • Acts as the fallback if something goes wrong
You can change which variant is the default at any time through the variant menu.

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Viewing variants

The canvas displays all active variants side by side. This lets you compare them visually and ensure they all look correct. To focus on a single variant:
  1. Click the focus button on the variant’s toolbar
  2. The variant expands to fill the canvas
  3. Click again or press Escape to return to the multi-variant view

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Previewing variants

Each variant has a preview button that opens it in a new browser tab. This shows you exactly how the variant looks to visitors at full size. The preview URL includes the variant slug, letting you share specific variants with teammates for review.

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Variant naming

Give variants descriptive names that indicate what’s different about them:
  • Control — Your baseline version
  • New headline — Testing alternative copy
  • Video hero — Testing video instead of static image
  • Minimal design — Testing a simpler layout
Clear names make it easier to interpret experiment results later.