Winner Rollout
Serve a winning variant to 100% of targeted traffic while you make the change permanent — serving only, nothing recorded or billed, and you can stop any time.
When an experiment concludes with an honest winner — ≥95% probability to be best and no guardrail breach — you usually want visitors to keep seeing the winning variant while you hard-code the change into your theme. Winner rollout does exactly that: serve the winner at 100% of targeted traffic, from the pixel, until you’ve made the change permanent.
Serving, Not Measurement
A rollout is a serving mechanism, not an extended experiment:
- Every visitor on the experiment’s targeted pages sees the winning variant — no more bucketing.
- No events are recorded. The experiment is over; rollout traffic produces no new results.
- Nothing is billable. Rollout traffic never counts toward your plan’s sessions.
- Your theme is untouched. Stopping the rollout instantly returns visitors to your original theme.
Rolling Out a Winner
On a completed experiment with a winner, the Results tab shows a Keep serving the winner card under the verdict. Click Serve winner at 100%; a dialog titled with the winner’s name (“Serve … to everyone?”) names the pages it covers. Press Start serving, and the pixel starts serving the winning variant to everyone on the targeted pages. A pinned banner then shows Winner serving at 100% with the start date — and, if Autopilot did it, a Rolled out by autopilot chip linking to the autopilot log.
Only workspace owners can manage rollouts; other members see “Only workspace owners can manage rollouts.” The card appears only for a recorded winner with no guardrail breach.
Making It Permanent
A rollout is a bridge, not a destination. Make it permanent opens the Make this change permanent dialog. It summarizes exactly what the winning variant changes (CSS selectors, JS, or redirect — with a View code link) and walks the three steps:
- Apply this change in your theme/site.
- Publish.
- Stop serving below — visitors then get your theme’s version directly.
Press I’ve made it permanent — stop serving when you’re done, or Later to keep serving.
While a Rollout Is Serving
- Regression watch. When a north-star source is connected in Global Goals, Split Test Pro compares your north star’s daily average over the first 14 days of the rollout with the 28 days before it, from the same source. Once there are at least 7 days of rollout data, a drop of more than 10% sends one email and shows one banner: “Your site metric moved after this rollout — this is an observational signal, not proof the rollout caused it.” Check your north-star series, then decide whether to keep serving. The rollout is never reverted for you.
- Stop any time. Stop serving asks you to confirm, then visitors see your original theme again immediately. The experiment page keeps a record of the serving window (“Winner served at 100% from … to …”).
- Plan changes don’t break live rollouts. If your subscription changes, an active rollout keeps serving (serving is not gated) — new rollouts need Pro, and you’ll be nudged to make the live one permanent.
Autopilot Rollouts
With the Auto-rollout trust rung unlocked (after you’ve rolled out one winner manually), autopilot can serve a clean winner automatically when a test concludes. Autopilot rollouts follow every rule above, are logged, and are emailed to the workspace owner. See Autopilot.
Next Steps
- What counts as a winner in the first place: Declaring a Winner
- The guardrails that can block a winner call: Global Goals
- The program that queues the next test: Testing Overview
