What’s new in Split

MVT goal breakdown, safer script install

Per-goal breakdowns on multivariate results, a Schedule summary for scheduled tests, safer script installation (no more double tracking), plus analytics accuracy fixes and mobile polish.

New

• Goal Breakdown for multivariate tests. Multivariate results now include the same per-goal breakdown that A/B and URL-split tests have, in Advanced view: one card per goal (primary goal first), listing every combination with its visitors, conversions, conversion rate, and lift versus the control, so you can see how each combination performs against each goal, not just the primary one.
• Schedule summary on the test setup page. A scheduled test now shows a read-only Schedule card on its Setup tab: the start date, the end date (or “no end date”), and the automatic stop rules you set (total conversions, conversion rate, tested users, or probability to be best), with dates shown in your account timezone. It appears only while a test is scheduled and disappears once it starts.

Updated

• Safe to install, no more double tracking. The on-page script now runs only once per page even when it is both auto-connected and pasted manually, so visits and conversions are never counted twice. The setup and tracking pages replace the old “avoid double tracking” warning with a plain “safe to install” note.
• Mobile Overview polish. Overview cards keep a consistent height in the single-column mobile layout.
• Clearer “pending verification” cue on Sites. A site card now shows a red border while it is still pending verification, so unfinished connections are easy to spot at a glance.
• Tests list polish. The Tests toolbar controls line up at a consistent height, and each test type (A/B, URL split, multivariate) has a distinct card background so the list is easier to scan.
• Full-width Pulse grid. The sites grid on Pulse now uses the full page width on large screens and keeps columns evenly sized.

Fixed

• More accurate analytics numbers. Traffic-source breakdowns now count all visitors so they match the totals shown elsewhere, and baseline conversion rates count only your primary goal and exclude in-progress multivariate combinations.
• Correct dates on the over-time charts. Fixed a bucketing issue that could place points on the wrong week or year near a year boundary.
• Steadier significance calls. Corrected the multiple-comparison adjustment so a result is not flagged significant too early.
• No flash of the original content. The script applies the assigned variant sooner, removing a brief flicker of the original before a URL-split or standard test renders, attributes traffic sources more precisely, and re-checks consent correctly for URL-split tests.
• Fewer duplicate and mistimed emails. Trial and payment-retry reminders no longer send duplicates, and customers who already cancelled no longer receive “trial ended” prompts.

Security

• Invoices strictly scoped to your team. The invoice list now only ever returns invoices for the team you are viewing, even when one payment profile spans more than one team.
• Clearer, safer MCP connector authorization. The Claude.ai connector consent screen now shows the destination access will be sent to, and revoking a connector now revokes all of its tokens at once.
• Additional hardening. Clickjacking protection across the dashboard, database-level guards so plan / billing and site-identity fields can only be changed by Split’s own servers, stricter validation on internal and goal-configuration endpoints, and a better-mixed variant-assignment hash. No action needed and no change to how you use Split.

Privacy, consent & security hardening

Owner-controlled tracking authorization, IAB TCF v2.2 consent support, data minimization in the on-page script, and a dedicated Tracking & cookies page for each site.

New

• Tracking & cookies page per site. A dedicated page (Sites tab, then a connected site) to authorize tracking and choose how consent is handled, with a clear “Active for tracking” summary once authorized.
• Owner-controlled consent mode. Choose Track all visitors (the default, mirroring Webflow’s own Analyze & Optimize) or Don’t track by default (only track where a supported consent manager grants consent). Tracking never begins until you explicitly authorize it and confirm a lawful basis.
• IAB TCF v2.2 support in the on-page script, alongside the existing Finsweet, Cookiebot, OneTrust, Cookie Yes, and Osano detection.
• Test created and completed dates on test cards and the test detail header.

Updated

• Data minimization in event payloads. Events now send a path-only page identifier (query strings, hashes, and fragments stripped) and the referrer host only, no full page URLs or full referrers.
• Fixed, reviewable telemetry endpoints. The runtime now routes config, events, and error reports only to Split’s own allowlisted origins; script-attribute overrides are honored only when their origin is on the built-in allowlist.
• Sites page polish: clearer status badges (Pending verification / Active), a plain-language disconnect confirmation, reordered site sub-cards (Basic, Settings, Options, Payments), and an “update available” badge above the Update Script button.

Security

• Scoped error reporting. The on-page script no longer registers global error or unhandledrejection listeners; it reports only its own caught errors, with a redacted payload (no stack, filename, or line / column).
• Redirect validation fails closed. URL-split redirect destinations are rejected when the connected site’s verified-domain allowlist is empty or unavailable, both in the Designer Extension and server-side, so an off-domain destination can never be stored or activated.

Honest “no clear winner” results

When a test ends without a clear leader, Split now says so plainly instead of nominating a winner. Plus a permissions fix from an internal audit.

Updated

• Honest “no clear winner” result. When a test ends in a tie or without a statistically clear leader, the results now say so plainly instead of nominating a winner, so a coin-flip difference is never dressed up as a decision.

Security

• Fixed a permissions issue that could have allowed data access across accounts. Found in an internal audit and patched promptly in production; no evidence of misuse.

Keep winners live, schedule tests, slice by device

Lock in the winning variant after a test ends, schedule tests to start and stop automatically, and slice results by device.

New

• Keep the winner live after a test ends. When you complete a test, Split locks in the leading variant (you can keep it as the winner even if the result hasn’t reached statistical significance) and serves it to every visitor from then on. The on-page script renders the chosen variant immediately, with no flash of the original content.
• Schedule tests with Start / Stop rules. Set a future start time and an automatic stop for a test. Tests waiting to begin show a new Scheduled status, and a status pill on each test gives one-click lifecycle actions (start, pause, complete).
• Account timezone. Choose your timezone during onboarding and in Settings. The schedule pickers show the UTC offset so start and stop times are unambiguous.
• Filter test results by device. A new device filter sits alongside the traffic-source filter and recomputes the results view (winner, lift, significance) for the selected segment; the two filters combine.

Updated

• Overview polish. All Overview cards are shown by default, with a new Top performer card in place of “Significant results”. Edit mode gained clearer blue affordances and smoother drag grips and handles.

AI traffic source & source performance on every test

See how each variation performs by traffic source on every test, with AI assistants (ChatGPT, Gemini, Perplexity, Claude, Copilot, DeepSeek) tracked as their own source.

New

• Source performance on every test: a new card breaks each variation (or multivariate combination) down by traffic source (Direct, Organic, Paid, Social, Email, Referral, and AI) with a “Flips” tag when a source’s winner differs from the overall winner. Expand a source to see the UTM campaigns behind it.
• Filter test results by traffic source: a source picker recomputes the whole results view (winner, lift, significance) for just that segment, flagged as directional since per-source samples are smaller.
• AI assistants as a traffic source: visitors arriving from ChatGPT, Gemini, Perplexity, Claude, Copilot, and DeepSeek now show as their own “AI” source in the Source performance card and the Overview “Traffic sources” card. Expand AI to see which tool sent the traffic.
• Native AI detection in the on-page script. It now recognises AI-assistant visits at capture time and records them as the AI source. Past visits already show as AI in reporting, derived from the stored referrer and campaign tags.

Updated

• Gemini and Bing Copilot now count as AI, not Organic. They were previously grouped with search engines; AI-answer traffic is now reported on its own.

Fixed

• Overview chart tooltips are readable in dark mode. They were rendering dark text on a dark background.
• Overview “Traffic by device”, “Traffic sources”, and “Top countries” cards load reliably. A slow query could leave them blank; the breakdown now returns in well under a second.

Overview is the new dashboard home

A customizable at-a-glance dashboard with headline stats, conversion charts, running tests, and per-page performance. Drag, resize, and choose which cards to show.

New

• Overview tab, the new default home. Opening the dashboard now lands on Overview: a customizable grid of cards you can show or hide, drag, and resize from a Customize menu (with a one-time tip pointing it out and a “Reset to default”). Your layout is saved per browser.
• Headline stat cards: Active tests, Total visitors (30 days), Avg conversion lift, and Significant results (the number of running tests that have reached a clear, trustworthy result).
• Conversion charts: “Conversion growth” (conversion rate over time) and “Conversions over time” (number of conversions), each with an all-pages or single-page picker and a time range (7, 14, or 30 days, all time, or a custom range).
• Running tests card: a live list with a trend arrow and percent on each test, filterable by test type (A/B, URL split, multivariate), with click-through to the test.
• Performance paths card: each page shown with a health dot, a mini trend line, and its recent conversion rate.
• Optional cards turned on from Customize: Traffic by device, Traffic sources, Top countries, Test status breakdown, Recently completed, Needs attention, Ready to call, Days to significance, and Top performer.
• Getting-started checklist on the Overview for new accounts: connect a site, install the script, then create and run your first test.
• New “Overview” help article in Dashboard Reference, explaining every card in plain language.

Updated

• The dashboard opens on Overview instead of Sites. The sidebar was reordered with Overview first and restyled as rounded items with a solid highlight on the active page.
• Fast, resilient loading. Each section of the Overview loads on its own, so the page appears quickly and a single slow or failing card shows its own small retry instead of blocking the whole page.

Dark mode, docs overhaul & UI polish

A reworked documentation experience, dark mode in the top bar, a list/grid toggle on the Tests page, and a per-site billing view.

New

• Dark / light mode toggle in the top bar, next to the feedback icon, so you can switch theme without opening Settings.
• List / grid view toggle on the Tests page: list stays the default, with a grid card layout, and your choice is remembered.
• Per-site billing view: opening a site’s “Manage Plan” now focuses Billing on just that site (its plan and only its invoices) with a “Back to all sites” link, instead of mixing every site together.
• New “Set up your test” docs: three start-to-finish walkthroughs (A/B, URL split, multivariate) using the real button labels.
• Docs home with category cards, plus breadcrumbs, previous / next links, an on-page table of contents, and a “Was this helpful?” prompt on each article.

Updated

• Docs rewritten in plain, non-technical language across every article: jargon removed, steps reworded with the actual button labels.
• Results wording spelled out for non-technical readers: “percentage points” instead of “pp”, and “conversion rate” / “combination” / “variation” instead of abbreviations on the test detail page.
• Site cards and the billing site list reorganised into labeled sections (Basic details / Payments / Options / Settings) shown as titled sub-cards; test cards show their live results in a titled “Results” panel.
• Cleaner cards across the app: flat, with no drop shadow and even padding on all sides.
• Sidebar and edit-control polish: full-width, divider-separated navigation rows; the rename pencil and save check on the test detail page are now clear square icon buttons.

Fixed

• Docs install steps corrected: connecting a site adds the script automatically (there is no “Install Script” button); the docs now say to publish, then click “Verify installation”.
• Docs step cards no longer draw a connector line across each numbered step.

At-a-glance results & page sync

Live test results right on the Tests list, one-click sync of your Webflow site’s pages into the Page URL field, and a redesigned Connect tab with numbered setup steps.

New

• Live results on test cards: each running, paused, or completed test in the Tests list shows an inline summary without opening it. A/B shows both variants’ share bars with conversion rate, visitor counts, and a “leading by X pp” call-out; multivariate shows the top combinations, the most impactful factor, and total visitors. Live while running, frozen once completed.
• Sync your site’s pages into the Page URL field: pull a connected Webflow site’s pages and pick one as the Page URL or Source URL (typing your own still works). In the extension, a “Sync pages” button reads pages right in the Designer; on the dashboard, the Page URL dropdown offers the synced pages with a Refresh.
• Numbered setup step cards on the Connect tab: Set your goals, Connect, and Start are now distinct numbered cards that turn green as each completes, so goals and variant connection are clearly separated.
• Visualized goal-adding: a clear empty-state prompt to add the first goal, plus an “Add another goal” action, matching the dashboard.

Updated

• Plain-language component setup dialog: the confirmation shown when connecting an element inside a reusable Webflow component was rewritten from technical jargon into a clear, friendly explanation (it adds a property to the component but only changes this instance; safe and reversible from the component settings).
• Goal target method now defaults to “Connect via Extension” for click and form goals.

Fixed

• Guided field tips no longer cover other fields. The onboarding and Create New Test tooltips now sit above their field in their own row instead of floating over the neighbouring field.

Guided onboarding across the product

Every step a new user walks (signup, connecting a site, activating the script, creating and setting up a first test) is now guided in-product with coachmarks and tooltips.

New

• Test ID auto-fills from the test name (lowercased and hyphenated), with realtime duplicate prevention so a key already used on the same site can’t be reused.
• Goals step polish: a prominent blue “Add Goal” action, the first goal is set as primary automatically, and an “Add more goals” flow for additional goals.
• Guided coachmark tooltips across the whole new-user journey:
  • First-signup onboarding popup: an auto-advancing tip walks each field through to “Get started”.
  • Create New Test modal: per-field tips that advance as you fill them, tailored to the test type (A/B, URL split, multivariate).
  • Test Setup tab: step-by-step coachmarks anchored to each action (set a goal, connect in the Webflow Designer, set the redirect, publish and start), per test type, with a fixed “Setup guide” reopener pinned to the canvas corner.
  • Cross-page first-run journey: connect your Webflow site, publish and verify, open your site, then create your first test.
• “Verify installation” button on a newly connected site card that checks your published site for the live tracking script and confirms activation, with clear retry guidance if it isn’t found yet. Hides itself once verified.

MCP tab & frozen completed-test results

A dedicated MCP tab for connecting Claude.ai, a refreshed help-doc design, and completed tests now freeze their results so confidence won’t drift between page loads.

New

• Dedicated MCP tab in the sidebar: the Claude.ai connector card and per-site API keys / connected apps moved out of Settings into their own tab.
• New Connect to Claude.ai help article (custom connector over OAuth), and the API keys article updated to cover both lanes.

Updated

• Help-doc “Step by step” sections render as a connected numbered card flow (dark card + number badge + connector line) instead of a plain list.
• Test-creation help articles rewritten for the current two-surface flow (create from the dashboard or the extension) and the dashboard Setup progress stepper; multivariate corrected to 2–4 factors.
• Multivariate: requesting a fractional design with no matching orthogonal array now surfaces a warning instead of silently running the full factorial.
• The Page URL field now shows a themed suggestions dropdown that matches the app, in place of the browser’s native, unstyled datalist popup.

Fixed

• Completed-test results are now frozen: confidence / probability-to-be-best no longer drifts between page loads on a finished test. A snapshot is taken on completion; running tests still update live.
• MCP tab now shows a single card per site (its API keys and connected apps together) instead of two separate cards.

Guided Setup flow & MCP OAuth connector

A numbered Setup flow on the test detail page, three goal target methods (By Class / By ID / Connect via Extension), and Split now installs as a native MCP custom connector in Claude.ai.

New

• Guided, numbered Setup flow on the test detail page: Step 01 Set a goal → Step 02 Connect (variations / factors / redirect URL) → Step 03 Configuration → Final Step Publish & tracking. Sections reveal as you progress and turn green when complete.
• Goal target methods for click and form-submit goals (By Class, By ID, or Connect via Extension) with a live Connected / Not connected status.
• Inline rename (pencil) for goals, variants, factors, and levels on the Setup tab.
• “Open Webflow Dashboard” button on the connection step.
• Confirmation dialogs before Complete and Archive (irreversible actions).
• MCP OAuth 2.1 connector: connect Split as a custom connector in Claude.ai by URL. Per-site grants are chosen on a consent screen; manage and revoke connected apps in Settings → MCP → Connected apps. The existing pasted-key access for Claude Code and Cursor is unchanged.

Updated

• Test detail page defaults to the Setup tab for drafts and the Results tab once a test is running, paused, or completed.
• Connect tab now lists Goals first, then variants and factors; the goal connect button reads Connect / Update element (was “Reconnect”).
• Setup step-by-step guides consolidated: the goal-connect step is folded into the connection section’s guide.

Fixed

• Setup progress bar now reflects real completion instead of assuming a live test is 100% done; step dots distinguish done / current / upcoming.
• Paused-test status badge label is now readable (was invisible bright-on-bright in the Webflow Designer).
• Connecting a Webflow component whose root carried a blank custom-attribute row no longer fails.

Security

• URL-split redirect destinations are now restricted to the connected site’s own verified domains (its Webflow custom domains plus *.webflow.io) and enforced server-side.

Pulse, Webflow form goals & in-app notifications

Pulse brings every test across your site into a single visual canvas. Set native Webflow forms as conversion goals, and stay in sync with real-time in-app notifications.

New

• Pulse - a new release-surface canvas showing every test across your site, with traffic-light health dots, page hierarchy, and cleanup nudges for concluded tests with stale variant markup.
• New form submit goal type for native Webflow forms.
• In-app notification center with a real-time bell icon - release announcements and cleanup nudges all surface here.
• Multivariate (MVT) test creation directly from the Webflow Designer Extension, with factor and level setup.
• Designer Extension v1.0.5 brings test-type filters on the Tests tab and the Connect tab’s “Select a test” dropdown - drill to A/B, URL Split, or MVT in one click.
• Variant tabs (A / B) now drive the canvas preview - click A: Control or B: Variant to swap.
• Primary-goal checkbox on the goal-create form; the first goal auto-promotes to primary.
• + Add goal button now available on MVT and URL split tests.
• Optional accountant billing email - Stripe invoices and Split receipts can route to a finance contact, separately from the account owner.
• Feedback trigger moved into the top navigation.

Updated

• Variant tabs (A / B) replace the stacked cards on the Connect panel.
• Page URL is now required at test creation - typeahead surfaces URLs from prior tests on the same site.
• Click a goal card to jump to that element on the Webflow canvas.
• Connect-tab manual setup block is now scoped to the selected variant tab (less noise on multi-variant tests).
• Goal-card click feedback explains why the canvas didn’t move when it can’t (e.g. element not on the current page).
• “Ready-to-start” CTA label applies for every test status - no more stale “Set up B” copy on already-running tests.
• Faster Designer Extension canvas scan on large sites.
• Improved accessibility - proper labels and roles for every Designer Extension control.

Fixed

• Click-goal creation from the Designer Extension no longer fails when no CSS selector is provided.
• Readable scroll-depth chip and full-width draft CTA on the goal form.
• Variant tabs stay clickable when the connected element is a component instance.
• Empty-state copy is now filter-aware - “No tests match the current filters”.

Webflow Marketplace launch

Split is now live on the Webflow Marketplace. Connect tests directly on Webflow component instances, no wrapper required.

New

• Connect A/B tests, MVT factors, and Goals directly on Webflow component instances - no Div Block wrapper needed.
• Split properties appear in the Webflow Properties Panel, grouped under Split - Test ID, A/B Variant, Multi Variant, and Goal.
• Properties can be removed any time from the Properties Panel.

Bot protection & automatic tax

Login screens are now protected from bots, and Stripe Checkout handles tax automatically.

New

• Cloudflare Turnstile bot protection on login, signup, and forgot-password screens.
• Stripe Checkout now applies automatic tax based on customer location.

Pricing v2 & site members

New pricing tiers, ungated statistics, and per-site collaborator assignments.

New

• Site-level member assignments - invite collaborators to specific sites with per-plan limits.
• Help & Docs link in the dashboard sidebar and Designer Extension.
• Pricing & payment management fully inside the dashboard.

Updated

• Pricing v2 - Professional plan moved to $49 / $41 monthly.
• Multivariate testing now included on the Starter plan.

MVT polish & security hardening

Multivariate testing polish across the dashboard and tracking script, plus a broad security pass.

New

• Extended MVT chart palette to 12 combinations with unified progress-bar heights.
• Audience breakdown card now uses the same colour palette as the main chart.
• Security hardening across the tracking script, dashboard, and Designer Extension.

Fixed

• MVT combination preview now correctly shows and hides all test elements on the page.

MVT polish & security hardening

Multivariate testing polish across the dashboard and tracking script, plus a broad security pass.

New

• Extended MVT chart palette to 12 combinations with unified progress-bar heights.
• Audience breakdown card now uses the same colour palette as the main chart.
• Security hardening across the tracking script, dashboard, and Designer Extension.

Fixed

• MVT combination preview now correctly shows and hides all test elements on the page.

Per-site billing

First end-to-end billing flow with Stripe Checkout, plan enforcement, and a public pricing page.

New

• Per-site billing - Stripe Checkout, plan enforcement, and a public pricing page.

URL split tests & marketer-focused redesign

A new URL Split Test type, country and device tracking, and a clean marketer-focused dashboard redesign.

New

• URL Split Test - new test type that swaps the page URL instead of element content.
• Country and device-type tracking on every event, with a flag-rich Countries breakdown card.
• Per-goal bar-chart breakdown on the test detail page.
• Inline-editable variant names.
• Anytime-valid statistics - peek at results whenever you want without breaking the math.

Updated

• Designer Extension switched to a roomier 800×600 sidebar layout, aligned with the Webflow design system.
• Marketer-focused UI redesign across the whole dashboard, with tests grouped by site and a new type-selector.

Setup wizard & Bayesian engine

Self-serve onboarding, a statistically defensible analysis engine, and GDPR consent integrations.

New

• Site setup wizard with script verification - including support for Cloudflare-protected sites.
• Performance Over Time chart with date-range picker.
• Optimize Analysis tab with Bayesian probability, confidence intervals, and a days-to-significance estimator.
• Google Sign-In on login and signup.
• Forgot-password flow and full account-deletion option.
• Multi-platform GDPR consent manager support - Finsweet, Cookiebot, Termly, and more.
• Feedback widget with screenshot upload.
• Responsive sidebar with mobile drawer.

Updated

• Hidden variants are removed from the DOM after assignment - SEO-safe, search engines see one element.

New goal types & zero variant flash

Scroll-depth and time-on-page goals, plus zero flash on returning visitors and broader consent manager support.

New

• Scroll depth and time on page goal types, alongside click and pageview.
• Pre-fetched config eliminates first-visit variant flash.
• Zero flash on returning visitors.
• Anti-flicker snippet UI for an even smoother experience.
• Finsweet Cookie Consent v2 support and broader consent-manager detection.
• Traffic-percentage field added to test creation.

Split launches

The first public release of Split - dashboard, Webflow Designer Extension, and the on-page tracking script.

New

• Split dashboard with auth, sites, tests, and results pages.
• Webflow Designer Extension - Connect tab, goals UI, and live variant preview on the canvas.
• split.js tracking script with four goal types: click, pageview, scroll, and time on page.
• Cross-page conversion tracking.