Configure page and section variants

A variant supplies a different page composition or section configuration when a matcher applies. Matchers are supplied by the storefront, so the available rules depend on its registered schemas and runtime.

Create a variant

1. Open the page or section in the editor and use its add-variant control.
2. Give the variant a clear name, such as Summer campaign.
3. Choose a matcher and configure its inputs. For a date-based campaign, use the date/time matcher exposed by your site.
4. Edit the content for that variant and select it in the preview.
5. Check both the variant and default content before publishing.

Page variants have their own section compositions; section variants change one part of a page. The default provides the content to use when no configured condition matches.

Preview and runtime behavior

Selecting a variant forces that experience in the editor preview. It lets you inspect its content even when your current browser would not satisfy the rule. It does not establish which experience a real visitor will receive.

Test the deployed site with requests matching and not matching the rule. When rules overlap, verify their order and the matcher behavior for your framework version. Previewing a campaign is separate from collecting experiment assignments or conversion metrics.

The old admin's experiment dashboard is archived here. For a controlled A/B test, follow the framework's experimentation and analytics contract rather than treating an ordinary variant as a complete experiment.

Implementation reference: Studio Site Editor. Reviewed 2026-10-05.