Variant
01 Definition
Variant meaning: An alternate version of a page or asset tested against the original.
A variant is a changed version shown to part of your audience during an experiment. It differs from the control by one or more elements, such as a headline, button color, or layout. In an A/B test there is usually one variant, while multivariate tests can compare many variant combinations at once.
Also called
Why it matters
How Variant fits the work
Variants turn ideas into measurable options, so you can compare real user behavior instead of debating which design is better in the abstract.
In context
The variant used a green call-to-action button while the control kept the original blue one for all other elements.
Practical note
In a simple A/B test, change one element per variant so you can attribute any difference to that change. Testing many changes at once blurs which one mattered.