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Optimizely Knowledge Base

Send all traffic to a winning variation

relevant products:
  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization
  • Optimizely X Web Recommendations
  • Optimizely Classic

  • Show new and returning visitors a certain variation, once it "wins"

If you see a winning variation on your Results page, you may decide to send all traffic to it. You can use Optimizely for this, before implementing the changes permanently on your site.

It's possible to stop (or pause, in Optimizely Classic) all variations except the winner, but there are downsides: 

  • Returning visitors will keep seeing the variation they're already bucketed into, not the winner

  • In Optimizely X, you can restart the experiment when you stop the variation, but you'll lose all of the results data

To direct all visitors -- returning and new -- to a winning variation:

  1. Pause the experiment.

  2. Duplicate it.

  3. Reset the traffic allocation.

Read on to walk through these steps.

Optimizely X

Here's how to show a winning variation to all visitors, with step-by-step instructions below:


  1. Pause the experiment. On the Experiments dashboard, click the Actions icon () for the experiment and select Pause.

  2. On the Experiments dashboard, click the Actions icon () for the experiment and select Duplicate.

  3. Click Duplicate Experiment.

  4. In the new duplicate experiment, stop all variations except the winner.

  5. In the Audiences menu, click the X to remove audiences until Everyone appears and click Save.

When you are ready, start the new duplicate experiment.

Optimizely Classic

Here's how to show a winning variation to all visitors.

  1. Completely pause the experiment, so that it is no longer running on the page.

  2. Duplicate the paused experiment into the same project.

  3. In the new experiment, go to Traffic Allocation and pause all variations except the one you want all visitors to see.

  4. Launch your new, duplicated experiment!