How to set up a Redirect Experience

A Page Redirect (or split URL) sends visitors to a completely different URL instead of changing content on the existing page. It's the best fit for bigger structural changes, comparing two fundamentally different page designs, layouts, or templates, rather than something achievable with targeted edits alone.

1. Create the experience

From the Intelligems app, click Create New Experience and select Redirects.

2. Choose: Test or Personalization

• Running it as a Test?

  • Rename the Test and add a Description. This is optional and internal only, but tests can stay live for weeks, so the more detail here, the more your future self will thank you.

  • Click the + button to create a group for each variation (2–5 groups) and name them.

  • Use the slider to set the traffic split for each group.

  • Click Next Step when you're done.

  • Note: the more groups you add, the longer it'll take to reach statistical significance.

• Running it as a Personalization? Skip groups entirely. You're building one always-on version for your targeted audience.

3. Set up your Redirect

Choose between two redirect types, depending on how many URLs you're targeting:

• Simple Redirect is best for a small number of specific URLs. Enter your Origin URL, then enter a destination URL for each test group. Create a separate Simple Redirect for each origin URL you want to redirect from.

• Advanced Redirect is best for many URLs that share a pattern. Choose a matching option (matches exactly, contains, ends with, matches regex) and enter a value to match against. All matching conditions are case-insensitive.

  • For most product redirects, use ends with rather than contains, so you don't accidentally catch similar product URLs (like matching both /products/product-abc and /products/product-abc-plus).

  • Then choose a redirect type: Replace Full URL (enter a full destination URL for each group) or Replace Matching Text (enter find and replace values).

Advanced Redirect Matching Option Examples

• matches exactly: https://yourstore.com/en-us/collections/product-a

• contains: sofa

• ends with: /products/product-a (evaluates the URL path only, ignoring query parameters, so https://yourstore.com/products/product-a?utm_source=abc still matches)

• matches regex: ^.*\/[a-zA-Z]{2}-[a-zA-Z]{2}\/pages\/abc$ (matches a pattern like yourstore.com/en-US/pages/abc)

Then, decide how often the Redirect should fire:

• Redirect One Time (default) sends a visitor to the destination once, then leaves them on the origin URL for future visits.

• Redirect Every Time sends a visitor to the destination on every visit to the origin URL.

Use the Redirect Checker to test how a URL will resolve for each test group before you go live.

Note: If you're redirecting between subdomains, both need to be registered under Settings → Domain Settings in the Intelligems app. Brands running multiple domains can register each one there too, so redirects work correctly across every domain.

4. Set targeting (optional)

For a Test, a visitor's group is assigned on their first visit and stored via a first-party cookie, so they'll see the same variant on repeat visits during the test.

For a Personalization, everyone who matches your targeting sees it every time.

Either way, you can narrow who's included in several ways, all under the Audience option unless noted:

• UTM parameters

• JavaScript expressions

• Device type (mobile or desktop)

• New vs. returning visitors

• Mutually Exclusive Tests prevent visitors from being targeted by related experiments at the same time, to avoid interaction effects

5. Configure analytics

Choose whether analytics should default to only orders containing specific products (helpful if your redirect targets a particular PDP), or orders containing any products in your shop. You can always change this later in your Analytics filters.

What you configure next depends on which path you chose in step 2:

• Personalization? Add any Custom Metrics you want to track, beyond the built-in ones.

• Test? Choose your Key Metrics and Primary Metric to measure against your control group, plus any Custom Metrics.

6. Preview and activate

Preview your changes on the live site, then activate. Run through the QA Checklist first if this is your first redirect.

If visitor counts come in lower than you expected once it's running, see Troubleshooting Low Visitor Counts in a Redirect Test.