A campaign – the framework that organizes and serves the content on your site – is comprised of up to 25 Experiences. Each experience can target different visitor segments as well as test (or automatically optimize) content variations. For example, you can run a hero banner with a different experience for ‘tech enthusiasts’ and ‘gear lovers’ while testing different promotions for each.
Each experience has 2 main building blocks:
- Targeting: who should the experience be served to, where on your site, and at what time.
- Variations: what should be served to the targeted visitors.
Personalize an experience by targeting your audience. You can target visitors by different sets of conditions such as; past behavior (e.g., visitors who added items to the cart), technology (e.g., mobile users), traffic source (e.g, social networks), gender, and time (e.g., weekend only). Only visitors who meet your set of targeting conditions will be served with the experience.
If a visitor meets the conditions for more than one targeted experience, the one with the highest priority will be served. If a visitor doesn’t mean any of the conditions, the default experience will be served. Learn more about Targeting.
A variation is what you will be serving your targeted visitors. Depending on the type of campaign module you chose, a variation is either a promotion served by a Dynamic Content, a JS code fired by a Custom Code campaign, or an ad creative served by a Display Ad. You can create a single variation or multiple variations to test and optimize your campaigns.
There are three ways of creating variations:
- Create a new variation from scratch, select an out-of-the-box template or a custom template built by your developer.
- Use an existing variation by clicking on ‘copy from another experience’ button and then editing the copy to your needs.
- Create variations using a Data Feed when you have a large number of variations and you would like to automate and sync their content by tying them up to a data source.
Learn more about Creating Variations.
The allocation method determines how the variations are served to your targeted audience. There are two methods to choose from:
- A/B test: manually assign, to each variation and the Control Group the percentages of visitors to serve the variation to. Once enough data is collected, the system will declare a winning variation. It is up to you, however, to decide whether to continue serving all running variations or pause/delete poorly performing variations.
- Auto Allocate: allow the system to automatically shift traffic towards the best performing variation in real-time. You can choose to assign traffic to your control group and measure the uplift generated from the automatic allocation performance.
Learn more about Traffic Allocation and how to select the right method for your experiences.
The primary metric is the experience’s objective and determines the success of your variations. For example, the objective of a newsletter signup overlay is to increase subscriptions. Purchase, revenue, and goals are available in your reports by default. however, selecting the right primary metric has significance; In A/B test method, it will be the parameter to determines the winning variations. In the dynamic allocation method, traffic will adjust towards the variation that improves this metric.
The system provides the following Metrics:
- Click-Thought Rate (CTR)
- Purchase Revenue
- [Custom] Goal Conversions
- Unit CTR
Learn more about Primary Metrics.
Fine-tune your experiences success parameters by clicking on the settings icon:
- A/B Test Options – Defines the Probability to Be Best score required for a variation to be declared as a winning variation, the minimum time required before a winner is declared, and the recipient of the declaration notification email.
- Advanced settings – Defines the stickiness and the attribution window.
Learn more about Experience Advanced Settings.