Why Link A/B Tests Get Uneven Traffic and How to Fix the Split

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A redirect test set to a 50/50 split can drift to something like 62/38, and the cause is often an assignment or caching bug rather than random chance. The article shows a server-side approach that uses a stable first-party cookie and a hash of the test name and user ID to assign variants consistently. It stresses sending a no-store cache header on redirects, since CDNs can otherwise freeze the split, and logging exposure before redirecting. To catch problems early, it recommends a chi-square sample ratio mismatch check, and it advises fixing the root cause and restarting the test rather than rerunning it until the numbers look even. Redirects should use 302 or 307 rather than 301, with traffic routed through one splitter and bots excluded before analysis.

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