When to stop
Stop once the result is statistically significant and the experiment has run for at least 2 full business cycles (typically 14 days). Check per-arm metrics and review results by device — a page that wins on desktop can lose on mobile.
Stopping the test
In Cooee, open the experiment and click Stop. The redirect stops immediately and all visitors land on the origin page again. Both pages stay live.
No Shopify cleanup needed. Unlike a Theme experiment — which leaves a theme-preview state in Shopify that you must publish or delete afterwards — a Split URL test leaves nothing behind. The variant is just a normal page you built, so stopping is clean.
Rolling out the winner
There is no "apply variant" button, because the winner is a whole separate page. You make the winning page the one visitors reach by updating where your traffic points.
If the variant won — send traffic to the variant URL:
Update ad destination URLs (Google, Meta, TikTok, and any other campaigns)
Update menu links in Shopify admin → Online Store → Navigation
Update internal links in your theme, emails, and other content
For organic and bookmarked traffic still hitting the old page, add a redirect in Shopify admin → Online Store → Navigation → URL redirects (origin → variant)
If the control (origin) won, or the result is inconclusive — leave your links as they are; visitors already land on the origin. You can unpublish or delete the variant page if you no longer need it.
A note on pausing
Avoid long pauses — an extended break can compromise your data, and paused time is not counted in the experiment's runtime. If you need a long break, stop the experiment and start a fresh one later.