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Declaring a winner

When a variant is clearly better, declare it the winner. Atomicat then ships that version to all your visitors and closes the test in one step.

What happens when you declare a winner​

  1. The winning variant's page is published to the entry URL, replacing the previous content (for page-based variants).
  2. The winner is recorded on the test — the platform card shows a Winner badge and the winning variant name.
  3. The test is archived — traffic splitting stops and every visitor now sees the winning page.
  4. In Analytics → A/B Tests, the experiment shows the declared winner on the status row, Best variant, and Decision column (Winner / Not selected).
  5. Other running tests on the same site keep working normally.

How to do it​

  1. In the platform, open A/B Tests.
  2. On the running test, click Declare winner.
  3. Choose the winning variant in the popup and confirm.

The full walkthrough is in How to read results and declare a winner.

Before you declare​

  • Prefer a variant that is leading with healthy traffic (SRM) in Analytics results.
  • Prefer at least one full week of data.
  • Remember: declaring a winner replaces the page at the entry URL for page-based tests. If you change your mind, you must republish the old page manually.

External variants​

If the winner is an external URL (redirect test), Atomicat records the winner and archives the test, but does not copy any page — your entry URL keeps serving its own published page. Point your traffic to the external destination yourself if that is what you want long-term.

Frequently asked questions​

Can I undo declaring a winner?

There is no automatic undo. The test is archived and the winning page is live on the entry URL. You can republish the previous page from the builder if needed.

Do I have to declare a winner?

No. You can simply archive the test, which restores normal routing without changing the page at the entry URL.

Where do I see which variant won later?

On the archived test card in platform A/B Tests (Winner badge and Winner metric), and in Analytics when you select that experiment (Winner badge and Decision column).

What happens to the hidden variant pages?

They stop receiving traffic once the test is archived. The winning content lives at the entry URL like any normally published page.