A/B Test Participants for B2C Commerce

A/B tests always include participants who are defined by customer groups and expiration policies.

Define A/B test participants with these settings:

• One or more customer groups
• An expiration policy that defines when participation is valid.

Name	Active	Use case
Per Session	Active for the duration of a session.	Provides a different experience each time the customer visits the site.
Per Customer	Active only when a customer is logged in. Active across all devices for a single customer. Lasts for the duration of the test.	Use when dealing only with logged-in customers who should have the same experience on every device they use. Per Customer participants apply only to logged-in customers.
Per Browser	Active for all sessions on a browser. Lasts for the duration of the test.	Provides the same experience on a browser for the duration of the test, regardless of whether the customer is logged in.

When you define your participants, you can define the test segments to expose to the participant group so that they see specific visual changes. A control group segment continues to see the site without changes.

Test results show the performance of the site for each participant segment in terms of conversion-related metrics, such as orders, revenue, units, and prices. The collected data might or might not have statistically significant results. If the results are statistically significant, consider applying the changes from the test group to your site.

A customer can only participate in one A/B test at a time. However, a single customer can participate in multiple segments of a single A/B test when participation expiration is set to Per Customer. Enable or disable multiple participation in a single A/B test segment with the Allow Multiple Participations site preference. The recommended setting is False.

• A/B Testing for B2C Commerce Participation Triggers
  With A/B testing, you can define triggers that a customer accesses to qualify for participation in a particular test. A/B test triggers are included in imported and exported data.