Set a redirect variation

Send visitors to a different page with redirect variations.

Redirect variations allow you to split all the traffic that arrives on a certain page (i.e., the origin page) and direct some portion of it to a new page (i.e., the destination page). Redirect variations can be helpful if you're testing a full-page redesign or redirecting specific audiences to specific landing pages.

How redirect variations work

Your optimization type and configuration determines which visitors will be redirected. You define which origin page visitors land on to trigger the redirect and which destination page visitors are sent to.

When a visitor lands on the origin page, Optimize checks if they should be redirected. If a redirect variation is triggered, the visitor is taken off the origin page and sent to the destination page before the origin page loads in their browser — i.e., these visitors never see the origin page. Visitors who are not redirected see the origin page like normal. For example:

[Visitor lands on Page A]
             |
             v
[Is a redirect variation triggered?]
       /           \
     No             Yes
     |               |
     v               v
[Page A loads]   [Visitor is redirected to Page B before Page A renders]

Which visitors are redirected?

Visitors are chosen to be redirected based on the optimization type and its settings:

• Manual personalization — you set a target audience (e.g., visitors in New York)
• Traditional test — Optimize randomly allocates a fixed percentage of traffic (e.g., 50% of visitors)
• AI-optimized — AI determines which visitors are redirected based on performance against the primary goal

How to convert a variation to a redirect variation

When you create a new optimization, it includes at least one regular variation. You can convert regular variations into redirect variations — but doing so permanently deletes any saved changes. Redirect variations can’t be converted back into regular variations.

While editing the optimization:

1. Click the Optimizations icon in the top bar
2. Hover over the variation and click the Options icon
3. Click Convert to redirect
4. For When visitors arrive on, choose a site page or a Collection page from a CMS Collection
5. For Redirect them to, choose a destination page:
   • Click the Page icon, then choose a site page or a Collection page from a CMS Collection
   • Click the URL icon, then enter a URL
6. Click Save
7. Launch the variation to make it go live

How to create a new redirect variation

You can add a new redirect variation to an existing optimization from the Optimizations menu.

While editing the optimization:

1. Click the Optimizations icon in the top bar
2. Click Add redirect variation
3. For manual personalizations, choose or create an audience
4. For When visitors arrive on, choose a site page or a Collection page from a CMS Collection
5. For Redirect them to, choose a destination page:
   • Click the Page icon, then choose a site page or a Collection page from a CMS Collection
   • Click the URL icon, then enter a URL
6. Click Create
7. Launch the variation to make it go live

FAQs

How should I configure a goal for a redirect variation?

Goals should track pages that redirected visitors can see — since they’ll never land on the origin page. For example, down funnel goal events like a "Book demo" button, a Marketo form, or a HubSpot form.

If you want to create a click goal, make sure to use the Pages menu to target pages that redirected visitors will be able to see.

Can I redirect a URL outside of my Webflow site?

Yes, you can enter any webpage URL (e.g., https://www.website.com/page-1). However, if the webpage is not on your Webflow site, Optimize can’t continue to track the visitors that are redirected — which can result in incomplete or skewed results.