How to Create an Experiment

Last updated: June 29, 2026

Experiments let you test agentic shopping journeys against each other and route all your traffic to the winner. Each experiment runs on a SmartLink, so you set up one URL, drop it into your ads, and let the data decide.

Create your experiment

  1. Open the Experiments tab and select Create Experiment in the top right corner.

  2. Name your experiment:

    • Test Name: your internal name, used to find the experiment inside Jurni.

    • Link Name: your external name, used in the link itself.

Add your variants

Select Add Variant for each journey you want to test. You can add up to 10. For every variant, choose one of two sources:

  • An agentic shopping journey already built in Jurni.

  • A custom URL.

Set the traffic split

Jurni distributes traffic evenly across your variants by default, so a two-variant experiment splits 50/50, a four-variant experiment splits 25 each, and so on.

To use a different distribution, adjust the weight on each variant to set how much traffic it receives. This is useful when you want to favor a proven journey while still testing a new one, or to limit exposure on an experimental variant until the early data looks right. The split applies the moment your experiment goes live, and because every variant runs on the same SmartLink, traffic routes to each one automatically based on the weights you set.

When you're ready, select Save and Start Test. Your experiment goes live and you land on the dashboard.

Manage a live experiment

From the dashboard you can:

  • Review your metrics, with an overview and a breakdown by variant.

  • Edit existing variants, or add a new one at any time.

  • See a full history of every change made.

  • Select Copy Link to bring the SmartLink URL straight into your ads.

  • Pause the experiment whenever you need to hold traffic.

End an experiment and name a winner

  1. When one variant clearly wins, select End.

  2. Choose the winning variant.

  3. Confirm to end the experiment.

Because the link is a SmartLink, all traffic from that point forward routes automatically to your winning variant. No new URL to swap into your ads, no campaign downtime.

Need a hand?

Reach out to our team and we'll help you set up your first experiment.