Change the page yourself. No code, no ticket.
Click any element to change its text, style, link or image at desktop, tablet and phone widths. Switch to code for custom CSS or JavaScript.
NextChoose who sees it, and who signs off
Web Experiments
Ship the version that converts better, and know why.
Web Experiments runs A/B, split URL and multivariate tests from the same Cuttl Tag as your heatmaps. Build variants in a visual editor, read results you can trust, and watch recordings of each variant to see why the winner won.
Move the shipping note under the button. No code.
Test on the right visitors, once a teammate approves.
Target by device, channel, country or campaign, trigger on scroll or exit intent, and turn on approvals so nothing launches unchecked.
NextLet real traffic pick the winner
Let real traffic pick the winner.
Pick the test that fits the change. Every type runs from the same Cuttl Tag and reports the lift and the chance each version is best.
Same shop, same Cuttl Tag
NextShip the winner to everyone
Ship the winner. Keep a holdout.
Send the new version to most visitors and keep a small group on the original, so you can check the lift holds after launch.
NextCheck whether any change helped
Not enough traffic to test? Compare before and after.
Cuttl spots site updates, compares the changed pages with the rest of your site, and tells you plainly when it can’t tell yet.
NextOr ask Claude to draft the test
AI
Ask Claude for a test. Approve it in Cuttl.
Connect Claude, ChatGPT or Cursor once. It drafts the variant, the targeting and the goal. Nothing goes live until someone on your team approves it.
How the AI connection worksAll features
Everything in Web Experiments, from one Cuttl Tag.
Test types
4A/B tests on one page or a URL pattern
Multi-page tests that change every step of a funnel together
Split URL tests that send a share of traffic to another page
Multivariate tests that try every combination of sections and options
Visual editor
5Click to select, drag to move, double-click to edit text
Upload PNG, JPEG, GIF or WebP images up to 20 MB
Desktop, tablet and mobile widths
Custom CSS and JavaScript for each variant
Changes save as you go, and drafts never go live on their own
Metrics and guardrails
4A metric library with clicks, form submits, goals, revenue, bounce, scroll depth and more
Revenue per visitor, average order value and profit per visitor
Guardrails that alert you, or turn off a variant, when a metric gets worse
Rage, dead and error clicks as metrics too
Targeting and triggers
6Target by device, channel, country, UTM, visitor type, data layer, weather and more
Combine conditions with AND/OR groups, and save them as audiences
Trigger on page load, scroll, exit intent, a click, a form submit or a goal
Show it always, once per visitor, once per session or once a day
Split traffic evenly, by your own shares, or with a multi-armed bandit that sends more new visitors to the version that’s ahead
Keep tests apart with mutually exclusive groups
Statistics
5Bayesian, sequential or fixed-horizon statistics
A pre-test planner that estimates how many weeks a test needs at your traffic
The smallest lift worth detecting is set before launch, and later changes are flagged
False-positive risk next to every result, and a warning if you check too early
Sample ratio mismatch checks
Results
6A launch decision: expected lift, chance to beat control, guardrails and a clear recommendation
Recordings and heatmaps for each variant, and for visitors who did or didn’t convert
Results by channel or any segment, side by side, with saved filters, CSV export and share links you can turn off
Launch approvals, and unpublished changes on live tests that wait until someone publishes them
A version history you can restore, and a change log that can’t be edited afterwards
An emergency stop that turns off all tests and tracking across your sites
Rollouts
4Ship to 50, 80, 90, 95 or 100% of visitors
Compare the new version with the holdout after launch
Ramp up step by step, and visitors never flip back
Ship a change without a test when you just need to launch it
Change Impact
4Site updates detected automatically, plus anything you log
Compared against the rest of the site, so seasonal swings cancel out
A clear verdict: improved, worse, inconclusive or too early
Tells you how many weeks an A/B test would need instead
Test ideas
3Recordings, page insights and feedback quotes attached automatically
Draft the test in one click; drafts never start on their own
Search past tests before you run a similar one
Start with Journey Insights
Not sure what to test? Start with what visitors do.
Heatmaps, recordings and Issues show where visitors get stuck. Each problem can become a test idea, with the evidence attached.
Explore Journey InsightsQuestions
Web Experiments questions
What is Web Experiments?
Web Experiments is Cuttl’s A/B testing product for websites. It runs A/B, multi-page, split URL and multivariate tests from the same Cuttl Tag as Cuttl’s heatmaps and recordings, with a visual editor, guardrails, Bayesian, sequential or fixed-horizon statistics and gradual rollouts.
What is A/B testing?
A/B testing shows two or more versions of a page to different visitors at random and measures which one gets more people to do what you want, such as sign up or buy. Because visitors are split at random, the difference in results comes from the change, not from who happened to visit.
What’s the difference between A/B, split URL and multivariate tests?
An A/B test changes elements on the same page. A split URL test sends part of your traffic to a different URL, which suits full redesigns. A multivariate test changes several sections at once and tries every combination, so you can see which option in each section works best.
Do I need a developer to run tests?
Not for most changes. The visual editor lets you change text, styles, links and images by clicking on the page. For larger changes you can add custom CSS or JavaScript to a variant.
Will A/B tests make my site flicker or slow it down?
No. The Cuttl Tag is under 1.7 KB and never blocks the page, and visitors see their variant without the original flashing first.
How long should an A/B test run?
It depends on your traffic, your current conversion rate and the smallest lift you care about. Before launch, Cuttl’s planner uses your last 28 days of traffic to estimate how many weeks the test needs, and tells you when an A/B test isn’t realistic.
Which statistics does Cuttl use?
Bayesian by default, with sequential and fixed-horizon tests available. Cuttl checks a Bayesian test once a day and calls a version early only at a 99.9% chance, so looking at results early is safe. Sequential tests are safe to check every day too. Every result also shows its false-positive risk, the chance that a win isn’t real.
What if my site doesn’t have enough traffic to test?
Use Change Impact. It compares the pages you changed with the rest of your site before and after the change, and says plainly when there isn’t enough data to tell.
Can I watch recordings of each variant?
Yes. Every variant gets its own session recordings and heatmaps through Journey Insights, so you can see how visitors behaved in each version.
See your own pages in Cuttl.
Add the Cuttl Tag. Heatmaps and recordings start with the next session, and tests run from the same code.