Framer deployed Advanced Analytics in May 2025, which includes a built-in A/B testing tool that automatically splits website traffic between page variants and uses a Bayesian statistical model to identify a winning version. This feature is available as an add-on for Launch and Scale plan subscribers.

The A/B testing feature allows Framer users to create multiple variants of a page (up to five) directly within the Framer editor without external scripts or third-party tools. Framer automatically distributes visitor traffic evenly across variants and tracks conversion events such as page views, link clicks, and form submissions. The system uses a cookie-free Bayesian model and declares a winner when one variant reaches over 90% probability of being the best performer. Results including conversion rate, lift, and probability metrics are displayed within the Analytics tab of the Framer editor.