Variant

One concrete value a factor can take, such as "Blue" for a CTA-color factor.

A variant is a concrete value a factor can take. "Blue" and "Lime" might be the two variants of a CTA-color factor; "Get the growth playbook" and "Join the insider list" might be the two variants of a CTA-copy factor.

Variants don't stand alone in an experiment — a visitor is assigned to a cohort, which is one variant from every factor in the campaign, combined. What actually renders for that visitor (an image, a headline, a target URL) is carried as metadata on the variant itself.

Each variant also carries a weight, which controls what share of a factor's traffic it receives when cohorts are generated — an even split isn't mandatory, and a campaign can deliberately send most traffic to a favored variant while still holding a smaller slice back for comparison.