A/B testing overview
How Spectry A/B testing works and the lifecycle of a test.
A/B testing lets you compare a control version of a page against one or more variations to see which performs better against a goal — without guessing.
How it works
- You define variations by visually editing the page in the editor — no deployment needed.
- The SDK decides who enters the test, assigns a variation and applies the changes as the page loads.
- It records impressions and conversions against your goals.
- A Bayesian model turns those counts into a probability that each variation is the best one.
Test lifecycle
A test moves through Draft → Active → Paused/Completed. Draft tests aren't shown to visitors; Activate when you're ready, Pause to stop exposure, and review results at any time.
Two kinds of test
- Visual test — the default. Variations are DOM changes applied client-side to the same URL.
- Split URL test — visitors are redirected to entirely different URLs. Use this when the variation is a separate page rather than a tweak. See variations & traffic split.
Tests that start as AI proposals
Spectry can propose experiments for you. A proposal you approve on the Opportunities screen becomes a real A/B test here, pre-filled with the variation the AI suggested — you still choose when to activate it.
Changes apply client-side as the page loads, so visitors see the variation seamlessly. Next: create a test.