This article explains how to apply variable targeting in your project, so specific ideas only show to a subset of the project's audience.
Table of Contents
- Why use variable targeting?
- How does it work?
- How is performance calculated?
- Example use cases
- Steps to apply variable targeting
Why use variable targeting?
Variable targeting is a form of personalization. It lets you include variables that only apply to part of your audience. It's perfect for a project with elements that only apply to specific users. Rather than run concurrent projects, you can include everything in a single project, saving you time and effort.
How does it work?
Variants that are part of a targeted variable will only be seen by users that match the targeting criteria. For example, if a variable targets mobile users, all non-mobile users won't see it.
How is performance calculated for targeted variables?
A targeted variable has less impact when seen by fewer people.
A non-targeted user effectively sees the Control variant when they are excluded from a targeted variable, so the opportunity for that variant to affect a conversion is less. It's the same when a combination includes a variant not part of the current context; if it's not seen, it's as if it isn't there.
Example use cases
If you're stuck for inspiration on when to use variable targeting, here are some ideas to get you started.
- Target by device
- E.g., An element only appears on mobile, but it's not worth testing on its own.
- Target by location
- E.g., Part of the website is only available in certain geo-locations.
- Target by interaction
- E.g., When you only want to test something after a user interacts with part of the website.
Adding targeting criteria to a variable using the Manager
- Go to the Draft page in the Manager for the project you want to configure.
- Select the Variables option in the side navigation.
- Click on the variable you want to apply targeting to.
- Select the Targeting tab in the side panel.
- Use the audience builder to create the desired targeting.