Introduction to web experiments in Sitecore Personalize

Designed specifically for marketers, a web experiment facilitates personalization on web pages, without relying solely on developers. A web experiment is an offer, next best action, or other customer experiment that can run on the web or be deployed into a web-based application.

A web experiment is essentially a statistical test between multiple variants. A variant is a variation of a customer experience. For example, you can run a web experiment to test whether a pop-up offer with more enticing images increases conversions on the Trending Now page of your site. Variant A shows one variation of updated images, Variant B shows another and Variant C is the control. The control is what currently runs on your production site.

We recommend you create a web experiment anytime you want to statistically test that a customer experience is resulting in the best outcome. For example, test several new website designs to find out which one generates the most engagement and conversions. After a variant winner is declared, you can create an experience to promote the winner to the default customer experience.

The following image shows a web experiment that displays as a corner pop-up offer on the homepage of a retail site:

A web experiment can test changes in website elements, such as the following: