Split URL Testing - Getting Started
Learn how Split URL Testing can optimize your store's landing pages and custom experiences.
Split URL testing lets you compare entirely different pages by redirecting visitors to separate URLs and measuring which one converts better. Unlike page testing (which swaps templates on the same URL), split URL testing sends visitors to completely different pages on your store — making it ideal for testing major redesigns, alternative landing pages, or entirely different page structures.
What Is a Split URL Experiment?
A split URL experiment takes visitors who land on one URL and redirects a portion of them to a different URL. Each group sees a completely different page, and Elevate tracks which one drives more conversions and revenue.
The key difference from other test types:
Page testing changes the template on the same URL → same domain, same path, different layout
Split URL testing redirects to a different URL on your store → different path, different page entirely
When to Use Split URL Testing
Split URL testing is the right choice when:
You're testing a complete redesign — A new homepage, a rebuilt product page, or a totally different landing page structure. Changes are too large to build as an alternate Shopify template.
You're testing different funnels — Send some visitors to a dedicated sales page while others see the standard product page, and measure which path converts better.
You have the variation page already built — If the page already exists at a different URL on your store, split URL testing lets you test it immediately without recreating it as a template.
You want to test across different page types — Compare a product page against a custom landing page, or test a collection page against a curated sales page.
Note: All URLs in a split URL experiment must be on your Shopify store. External pages (hosted outside of Shopify) cannot be tracked by Elevate's analytics, so they're not supported for split URL testing.
How It Works
You specify a control URL (your current page) and one or more variation URLs (the pages you want to test)
When a visitor lands on the control URL, Elevate's script checks their variation assignment
If they're assigned to a variation, they're redirected to the variation URL
The redirect happens instantly — visitors don't see the control page flash before the redirect
Elevate tracks behavior across all variations and attributes conversions to the correct one
The visitor's assignment is stored in a cookie, so they always see the same page on return visits. You can also configure redirect behavior to control exactly when and how redirects happen (see below).
Redirect Behavior Options
One of the unique features of split URL testing is the ability to control redirect behavior. You have four options:
All Experiment URLs (default)
Visitors are redirected to their assigned URL whenever they land on any page included in the experiment. If a visitor assigned to Variation B visits the control URL or Variation A's URL, they get redirected to Variation B.
Control URL Only
Visitors are only redirected when they visit the control URL. If they navigate directly to a variation URL, no redirect happens.
Redirect Once
Visitors are redirected to their assigned variation only on their first visit. After that, no more redirects — they can visit any URL freely.
Redirect Once, Control URL Only
Visitors are redirected only once, and only when they first visit the control URL. After the initial redirect, no further redirects occur.
The default (All Experiment URLs) works for most experiments. The other options are useful for specific scenarios — for example, "Redirect Once" is helpful when you don't want returning visitors to be constantly redirected, or when you're testing landing pages that visitors might bookmark.
Multiple Control URLs
The control can have multiple URLs mapped to it. This is useful when your experiment spans multiple pages — for example, if you want several pages on your store to redirect to the same variation URL. Each variation is limited to a single URL.
What You'll Need
Before creating a split URL experiment:
Your variation page(s) must be live and accessible on your Shopify store — The URLs you're redirecting to need to exist and load correctly. External pages hosted outside Shopify are not supported.
A clear hypothesis — What are you testing and what do you expect?
The Elevate script installed — The Liquid Snippet must be on your theme for the redirect to work.
Split URL testing works on all Shopify plans.
Next Steps
How to Create a Split URL Experiment — Step-by-step setup guide
Audience Targeting — Control which visitors see your experiment
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