Make a traditional test or AI-optimized test to experiment with different page elements.
Test optimizations are comparable to standard A/B tests. You can create variations to test out different versions of the page to see which version(s) resonates most with your visitors. You can add several variations in one test (e.g., A/B/C/D).
Traditional test vs. AI-optimized test
Traditional test optimizations are like typical A/B tests. Your variations go live with a fixed percentage of randomly allocated traffic (e.g., A = 50% of site traffic, B = 50% of site traffic), where they'll go head-to-head over an extended period of time to find a single "winner." The winner is determined once the test reaches statistical significance and displays the top performer.
AI-optimized test optimizations leverage machine learning to determine which variations perform best for different types of visitors. Traffic is dynamically allocated based on visitor engagement. A simplified example might be that variation A performs well for visitors who find your page from a search engine, whereas variation B performs best for visitors from a paid ad. Both variations work great for each visitor group, so both are "winners" for their respective groups, and traffic is allocated appropriately. If visitor behavior changes later on, the AI adapts traffic allocation based on what they're interested in.
| Traditional test |
AI-optimized test |
| Fixed traffic split |
Dynamic traffic split based on engagement |
| Can not add new variations once launched |
Can add new variations once launched |
| A single "winner" is determined |
AI determines which variations to show to which visitors to drive the most engagement |
| Takes longer to get definitive results |
Results are discovered quickly |
| Ends after a winner is found |
Runs indefinitely, yielding the most conversions possible |
How to draft a test optimization
To draft a test optimization:
- Open the Pages panel
- Open the page you want to optimize
- Click the Optimizations dropdown
- Click New test
- Choose either Traditional test or AI-optimized test
- Click Create
How to adjust traffic allocation on traditional tests
Traffic is evenly split amongst variations by default. If you want to distribute traffic unevenly, you can make adjustments before you launch the test.
While editing the traditional test optimization:
- Open the Optimizations dropdown
- Click Settings & goals
- Click Traffic allocation
- Choose Manual
- Adjust the "Split" percentage per variation
- Click Save when the total split percentages equal 100%
How to limit the test to an audience
Test optimizations run for everyone by default. Set an audience to limit which visitors are eligible. Only visitors who match that audience are eligible for the optimization. Learn how to limit the optimization to an audience.
Note
You can't apply or change the audience for traditional test optimizations that have already launched.
Next steps for optimizing