diff --git a/apps/store/experiment.json b/apps/store/experiment.json
new file mode 100644
index 0000000000..e0a0b4c6e4
--- /dev/null
+++ b/apps/store/experiment.json
@@ -0,0 +1,17 @@
+{
+  "name": "Start page",
+  "slug": "/se",
+  "variants": [
+    {
+      "name": "Original",
+      "id": 0,
+      "weight": 50
+    },
+    {
+      "name": "Variant",
+      "id": 1,
+      "weight": 50,
+      "slug": "/start"
+    }
+  ]
+}
diff --git a/apps/store/next.config.js b/apps/store/next.config.js
index bc925a28b5..b109b5ccf9 100644
--- a/apps/store/next.config.js
+++ b/apps/store/next.config.js
@@ -1,6 +1,7 @@
 const withBundleAnalyzer = require('@next/bundle-analyzer')({
   enabled: process.env.ANALYZE === 'true',
 })
+const experimentJson = require('./experiment.json')
 const { SiteCsp, StoryblokCsp } = require('./next-csp.config')
 const { i18n } = require('./next-i18next.config')
 
@@ -93,7 +94,7 @@ module.exports = withBundleAnalyzer({
       ],
     }
   },
-  async redirects() {
+  redirects() {
     const locales = ['no', 'no-en', 'dk', 'dk-en']
     const shutDownMarketsInfo = [
       ...locales.map((locale) => ({
@@ -133,7 +134,7 @@ module.exports = withBundleAnalyzer({
             },
           ]
         : []
-    return [...shutDownMarketsInfo, ...oldSiteCampaigns]
+    return [...shutDownMarketsInfo, ...oldSiteCampaigns, ...getExperimentVariantRedirects()]
   },
 })
 
@@ -156,5 +157,24 @@ const securityHeaders = [
   },
 ]
 
+/**
+ * @returns {import('next').Redirect[]}
+ * */
+const getExperimentVariantRedirects = () => {
+  if (typeof process.env.NEXT_PUBLIC_EXPERIMENT_ID !== 'string') return []
+
+  const variantSlug = experimentJson.variants.find((item) => item.slug).slug
+  if (!variantSlug) return []
+
+  return [
+    {
+      source: [experimentJson.slug, variantSlug].join(''),
+      destination: experimentJson.slug,
+      permanent: false,
+      locale: false,
+    },
+  ]
+}
+
 // Don't delete this console log, useful to see the commerce config in Vercel deployments
 console.log('next.config.js %O', module.exports)
diff --git a/apps/store/src/services/Tracking/experiment.constants.ts b/apps/store/src/services/Tracking/experiment.constants.ts
index 9ca1698ca1..1e71c3b5b9 100644
--- a/apps/store/src/services/Tracking/experiment.constants.ts
+++ b/apps/store/src/services/Tracking/experiment.constants.ts
@@ -1,4 +1,5 @@
 export const EXPERIMENT_COOKIE_NAME = 'hedvig-experiment'
+import experimentJson from '../../../experiment.json'
 
 export type Experiment = {
   id: string
@@ -18,21 +19,7 @@ const EXPERIMENT_ID = process.env.NEXT_PUBLIC_EXPERIMENT_ID
 
 export const CURRENT_EXPERIMENT: Experiment | undefined = EXPERIMENT_ID
   ? {
-      name: 'Start page',
+      ...experimentJson,
       id: EXPERIMENT_ID,
-      slug: '/se',
-      variants: [
-        {
-          name: 'Original',
-          id: 0,
-          weight: 50,
-        },
-        {
-          name: 'Variant',
-          id: 1,
-          weight: 50,
-          slug: '/start',
-        },
-      ],
     }
   : undefined