This article describes how audiences are used to target visitors in a project.
Table of Contents
The Project Audience
The Project Audience represents the primary filter for including visitors in a project. In a Continuous Optimization project, the AI selects which ideas to test by evaluating the Project Audience's performance against the designated Optimization Metric.
Examples of project audiences include:
- All Visitors
- Mobile Visitors
- Logged in Visitors
- Return Visitors
- Visitors from a specific campaign.
Learn more: About Projects
Personalization within a project
Some ideas in each project may be intended to personalize the experience for a segment of the Project Audience. In this case, narrower targeting criteria may be manually applied to a variable or automatically to a variant to ensure that only visitors from a particular segment see the new experience.
Examples of targeted segments in within a project audience include:
| Project Audience | Personalization Segment |
| All Visitors | Mobile Visitors |
| Mobile Visitors | iOS Visitors |
| Logged in Visitors | Visitors last seen more than 14 days ago |
| Return Visitors | Visitors with existing carts |
| Visitors from a specific campaign | Visitors from a specific campaign |
Learn more: Adding targeting criteria to a variable
Factors to consider when choosing a Project Audience and Optimization Metric
Selecting the right audience and optimization metric for your project is a strategic decision. For some projects, it might make sense to target a large audience, to quickly gain insights from great traffic volume. In other cases a smaller audience size might be the right decision.
Consider the size of your audience and the potential impact of performance gains on your overall business. Small improvements across a significant portion of your audience can substantially impact your bottom line.
Conversely, substantial improvements from a small segment may have a limited effect on your overall business. So consider the importance of your business goals, your optimization metric, and development resources when choosing which audience to target.