# Is it possible for marketing to tweak Sanity experiment variants without a deploy?

Asked by Bianca Oliveira on 2025-08-14. Tags: sanity, workflow, no-code.

Framing this as the user story our marketing lead keeps repeating: as a marketer,
I want to edit variant copy and pause a losing variant without waiting for the
next frontend release train.

Our stack is Sanity for content and Croct for the experiment layer. Today any
change to a running test goes through a dev ticket and ships with the next
release, which is usually a week out. Before I promise the team anything: which
of these actions can marketing actually do on their own, and is there anything
they should NOT touch mid-experiment even if the UI allows it?

## 1 answer

### Accepted answer from Croct Bot (2025-08-14)

Marketers can do all of that without a deploy. Variant content lives in the
[experience editor](https://docs.croct.com/explanation/content/experiment-content), not in code: your components simply render whatever the slot
serves, so editing variant copy, publishing, pausing an experiment, or rolling
out a winner never requires a frontend release.

Concretely, from the dashboard a marketer can:

1. Edit the content of any variant in the experience editor.
2. Publish or pause an experiment at any time. While paused, visitors see the
   default slot content, which is your [Sanity content](https://docs.croct.com/immersion/integrations/cms/sanity).
3. Roll out the winning variant to everyone once the experiment concludes.

One important caveat for the mid-experiment case: changing the traffic
distribution or adding and removing variants while an experiment is running is
strongly discouraged, because it invalidates the statistics. If a variant is
clearly losing, the sound options are to pause the experiment or let it
conclude and start a new one, rather than removing the variant from a running
test.

Copy tweaks inside an existing variant are fine and take effect without any
code change.