While A/B testing and control functionality can be configured for each campaign, sometimes you want to ensure a visitor falls into a specific group across multiple campaigns, or you want to split campaign traffic into halves, thirds, quarters, fifths or some other interval. You can use A/B test segments to accomplish this.
Uses of A/B Test Segment
Although you can A/B test any campaign in Interaction Studio, using A/B Test Segments gives you additional flexibility and control over how traffic is distributed and which users see which experiences. Campaign scenarios that lend themselves well to A/B Test Segments typically involve more than one campaign:
- Your strategy includes an initial campaign followed by subsequent campaigns at a specific interval. For example, suppose you are testing whether subsequent recommendations campaigns have better lift over control. You want the same group of people to receive the campaign experience with recommendations versus the control experience which does not have recommendations. Creating a control group segment that always receives the control experience can help you accomplish this.
- Three campaigns are part of your test - each one with 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 accomplish that. You can also use Segment Compare to see how the two segments perform against each other for all campaigns.
Create an A/B Test Segment
Common A/B Test Intervals
Since the upper bounds on the segment rules are not inclusive, you have to adjust the structure your segments to account for that. So if you configure a segment that is looking for users between 0% and 5%, the segment would include users with values of 0, 1, 2, 3, and 4. The next segment of users between 5% and 10% would include users with a value of 5, 6, 7, 8, and 9. Each segment has exactly 5% of the users.