Set a redirect variation

Learn how to create variations that redirect from one webpage to another.

Redirect variations let you trigger full-page testing or personalization. When an eligible visitor lands on a page containing a redirect variation, the alternate webpage you’ve configured loads instead. Consider using redirects to test full-page redesigns or implement audience-specific landing pages.

How redirect variations work

When an eligible visitor lands on Page A, Optimize loads Page B instead. The visitor never sees Page A.

• Page A = the original page that visitors land on to trigger the redirect
• Page B = the destination page where visitors are redirected

How visitor eligibility determined

Visitor eligibility for a redirect variation is determined by the optimization type and settings:

• Manual personalizations — you set a target audience for eligibility (e.g., visitors in New York)
• Traditional tests — a fixed percentage of traffic is randomly allocated to be eligible
• AI-optimized — AI determines visitor eligibility based on variation performance

How to convert a variation to a redirect variation

You can convert existing variations into redirect variations. The conversion process permanently deletes any changes you’ve made to the original variation. A redirect cannot be converted into a regular variation.

While editing the optimization:

1. Click the Optimizations dropdown in the top bar
2. Mouse over the variation and click the Options icon
3. Click Convert to redirect
4. Choose a site page for When visitors arrive on
5. Click the Page icon or URL icon to choose a redirect option
6. Choose a site page or enter a URL for Redirect them to, depending on the option you chose
7. Click Save
8. 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 dropdown in the top bar
2. Click Add redirect variation
3. For manual personalizations, choose or create an audience
4. Choose a site page for When visitors arrive on
5. Click the Page icon or URL icon to choose a redirect option
6. Choose a site page or enter a URL for Redirect them to, depending on the option you chose
7. Click Create
8. Launch the variation to make it go live

FAQs

How should I configure a goal for a redirect variation?

Make sure the goal targets pages that redirected visitors will also be able to see, as they will never see the original page that triggered the redirect. 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 to or from CMS pages?

CMS pages can’t be chosen from the Site page menu, which means they can’t be used as the original page that triggers a redirect. While you’re unable to select a CMS page as the destination page from the Site page menu, you can enter the CMS page’s URL as the destination page.

Navigate to the page on your website, then copy that URL for the Redirect them to URL.

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. This interruption in tracking data will impact your results.