Redirect Tests

A redirect test pits two completely different pages against each other. Instead of modifying elements on the same page, you send half your visitors to a different URL entirely — /pricing-v2 instead of /pricing, or a long-form landing page instead of a short one.

The visitor never sees the original page. The redirect happens instantly, before anything renders.

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When to Use a Redirect Test

Use a redirect test when the pages you're comparing are fundamentally different — a different layout, a different structure, a different content approach. If you're changing a headline or swapping a button color, a content experiment is simpler.

Redirect tests are the right tool when:

• You've built an entirely new version of a page and want to test it against the original
• You're comparing a long-form page against a short-form page
• The changes are too extensive to set up with a visual editor
• Your design and engineering teams have already built both variants as real pages

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How It Works

When the experiment is running and a visitor lands on the original URL:

1. The experiment script evaluates which variant they've been assigned to
2. If they're in the treatment group, the browser redirects them to the variant URL immediately
3. They land on the variant page as if they'd navigated there directly
4. Results are tracked on whichever page the visitor actually sees

The visitor always sees the same page on return visits. Assignments are sticky.

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What You Need

Both pages need the Ours Privacy experiment script installed. Results are tracked on the page the visitor actually lands on, so the variant page needs the script too — not just the original.

If you're already using the Ours Privacy tag manager, this is handled automatically.

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An Important Installation Note

For redirect tests, you should load the experiment script synchronously — without the async attribute. This ensures the redirect fires before the original page starts rendering.

If you're using the tag manager, this is configured automatically. For manual installations, see the installation guide.

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How It Uses Your Existing CDP Data

Like content experiments, redirect tests plug directly into your CDP:

Pick any existing event as your conversion goal. If trial_started or demo_requested is already being tracked, you can measure either page against it. You don't need separate tracking on the variant page — as long as the event fires, it counts.

Audience segments work as targeting rules. Run the test only for visitors from a specific campaign, a specific geography, or a specific audience segment you've already built.

Visitors remain identified across the redirect. Because assignments are tied to the visitor's CDP identity, attribution flows correctly even though the URL changes.

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Redirect URLs

The variant URL must be on the same domain. Cross-domain redirects are not supported.

• /pricing-v2 — relative path, same domain
• /pricing-redesign?source=test — with query string
• https://yoursite.com/pricing-redesign — absolute URL, same domain

UTM parameters from the original URL are not automatically forwarded to the variant URL. In most cases this doesn't matter, since attribution flows through the visitor identity rather than the URL. If you need to forward specific parameters, include them in the variant URL when setting up the experiment.

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Reading Results

Results look identical to content experiment results:

• Impressions are counted on the page the visitor actually sees
• Conversions are counted when your goal event fires on any page during that session
• Probability to be best compares conversion rates across variants using Bayesian statistics

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Limitations

• The variant URL must be on the same domain as the original
• A redirect variant cannot also include DOM modifications — a variant is one or the other

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Next Steps

• Content Tests: Modify elements on the same page instead of redirecting
• Personalization: Show specific content to specific audiences without a statistical test
• JavaScript SDK: Access variant assignments from your own code