---
title: Redirect experiments
slug: personalization/docs/redirect-experiments
docTags: 
createdAt: 2026-08-05T20:59:35.003Z
---

:::hint{type="info"}
### Products

- Optimizely Web Experimentation
- Optimizely Edge Delivery
- Optimizely Personalization

The availability of features may depend on your plan type. Reach out to your Customer Success Manager if you have any questions.
:::

In some cases, you may want to redirect users to an existing URL instead of creating a variation in the new Visual Editor. For instance, you could test two pre-built landing pages against each other. In Optimizely Web Experimentation, this is called a redirect experiment, where one or more of your variations directs visitors to the URL of the landing page instead of the original experience.

Optimizely preserves any existing variation code you have generated when you choose this option. Any JavaScript or CSS changes you have made execute before the redirect occurs.

To redirect visitors to a different URL:

1. Click **Create > Redirect**.

   ![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/XzzSypoAj6iK5PhDAIVEQ-20260720-150043.png)
2. Select **URL** or **Code** for your redirect. If you select **URL**, enter the URL or relative path for the redirect. If you select **Code**, define a function that returns a URL string where you want to redirect visitors.
3. Click **Save**.

   ![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/MgEMcRNl96hpuwIeeN8HW-20260720-150043.png)

To learn more, see [Create and test redirect variations](docId\:ib6NY46WEx3XMSyGNXjYA).