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About A/B Test Segments
Using A/B test segments in your campaigns gives you additional flexibility and control over how the Personalization system distributes traffic, and which users see which experiences. Scenarios that work well with A/B test segments typically involve more than one campaign.
Example A
Suppose your strategy includes an initial campaign followed by subsequent campaigns at specific intervals. For example, you’re testing whether subsequent recommendations campaigns have better lift than the control experience. You want the same group of users to receive the campaign experience with recommendations versus the control experience, which doesn’t have recommendations. Creating a control group segment that always receives the control experience can help you achieve this test.
Example B
Suppose you have three campaigns in your test, and each has a control experience. You want to make sure the same group always gets the control experience. Creating two groups, one for Global Control and one for Global Experience, can help achieve that goal. You can also use the Segment Compare feature to see how the two segments perform against each other for all campaigns.
The global template is configured to let a standard experience serve as a trackable control group (experience-based control). In this setup, the logic from the control() function is used in place of the apply() function, preventing the template from rendering any new content. The template identifies the designated content zone on the page and adds tracking attributes to existing elements. This approach leaves the page visually unchanged while capturing tracking for the original content, enabling you to measure the performance of the original content as a baseline. You can then compare results against other active campaign experiences to accurately assess the impact of new promotions or messages.
