Framer Launches Custom Distribution for A/B Tests to Control Audience Rollouts.

Framer has introduced Custom Distribution for A/B tests, giving users precise control over how many visitors see each variant before committing to a full rollout. The update, announced this week, addresses a common pain point for teams testing redesigns or messaging changes: the risk of exposing untested variations to their entire audience.

The new feature allows users to set custom traffic splits for A/B tests, rather than the standard 50/50 distribution. Teams can now roll out a new variant to 10% of visitors, measure performance, and scale up gradually if results look promising. This approach is particularly useful for high-traffic sites where a poor-performing variant could impact conversions or revenue at scale.

Custom Distribution arrives alongside several improvements to Framer's built-in analytics platform. The company added filtering by tracking IDs, allowing users to isolate specific campaigns or traffic sources in their A/B test results. Folders now help organize the analytics sidebar, addressing clutter for teams running multiple concurrent tests.

Framer also extended A/B testing to CMS pages, meaning users can now test variations of blog posts, case studies, or other content managed through the platform's CMS. Previously, A/B testing was limited to static pages. Pro plan users gained access to extended analytics history, while all users benefit from improved bounce rate and average session calculations that now account for on-page interactions across multiple pages.

The analytics updates also improved overall data accuracy, though Framer did not specify what changes were made under the hood. System languages now appear in the geography section, giving users more demographic context about their visitors.

The Custom Distribution feature is part of Framer's Convert add-on, which the company introduced last month. Convert bundles A/B testing with funnels and dynamic triggers, tools designed for conversion rate optimization. With this update, Framer made Convert available to more Pro plan users, expanding access beyond Enterprise customers.

Framer's analytics capabilities now compete more directly with dedicated tools like PostHog or traditional platforms such as Google Optimize, which Google sunset in 2023. For teams already building on Framer, the native integration removes the need for third-party scripts and keeps optimization workflows inside a single platform.

The company has been aggressive in expanding its feature set beyond visual design and website building. Recent updates added dynamic CMS filters, page-level animations, and a server API for programmatic content management. Custom Distribution continues this pattern, targeting teams that need data-driven decision-making without leaving the Framer ecosystem.

Framer did not announce pricing changes for the Convert add-on or specify whether Custom Distribution will remain exclusive to paid plans. The feature is live now for users with access to Framer's analytics tools.