A/B testing

A/B test is an experiment to test a visitor's response to variant A versus variant B and to determine which of the variants is more effective.

In the context of Acoustic Personalization, the channel visitors are shown different personalized content variants (such as an image, text, or video) and the visitor's response is tracked to determine which of the content variants received more attention (determined for example by, the number of clicks on the variants).

For A/B test, there is a group of visitors who are part of Control Group, who belong to a segment that is targeted for personalization but held back from receiving the personalization. This group receives the original content, as against to the rest of the visitors who are shown the personalized content variants (A, B, or C). Usage of control group serves as the baseline against which the results of A/B test are evaluated.

You create an A/B test with some goal (objective) in mind. Acoustic Personalization currently supports click rate as a goal. In other words, you can create an A/B test to track and measure the number of click events on the personalized content variants to determine which content variant is more effective.

Based on the results of the A/B test, you may then choose to show the winning content to your visitors to maximize your goal, or you can continue with your tests till you are satisfied and statistical significance is reached.