Learn why Base (no change) is used in traditional test and AI-optimized optimizations.
When you create a traditional test optimization or select AI-optimized for either test or personalization optimizations, a Base (no change) variation is automatically created. Visitors selected to see this variation are shown your original base page content.
How is Base (no change) used in traditional tests?
The Base (no change) variation is the control group for traditional test optimizations. A fixed percentage of traffic is allocated and visitors are randomly assigned to this variation.
- Base (no change) demonstrates whether variations perform better than the original page content
- Results from variations and Base (no change) are compared until the results reach statistical significance and a winner is identified
How is Base (no change) used in AI-optimized?
In AI-optimized optimizations, the Base (no change) variation is both a control group and a failsafe to help maximize conversions. Traffic is dynamically allocated and visitors are intentionally assigned to this variation.
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Control group — compares variation results against the original page content results
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Failsafe — traffic is dynamically allocated based on visitor behavior. If the original page content is currently performing better, more visitors see Base (no change). If the original page content is currently performing worse, fewer visitors see Base (no change).