Experience Variants are different versions of content or functionality displayed to users. In , variants compete against each other. In personalization, variants target specific audiences.
What are Experience Variants?
A variant represents one version of an experience. The control (original) is typically variant A. Test versions are variants B, C, D, and so on.
Variant examples:
- Different hero banner images
- Alternative product page layouts
- Various button colors or text
- Modified checkout flows
- Different pricing displays
Variants in A/B Testing
Traffic splits randomly between variants:
50/50 split: Two variants each receive half of eligible traffic
Multi-variant: Traffic divides among multiple versions (33/33/33 for three variants)
Weighted split: Uneven distribution when ramping up risky changes (90/10)
Variants in Personalization
Variants target specific audiences rather than random splits:
Segment-based: Different variants for different customer segments
Behavior-based: Variants triggered by user actions
Context-based: Variants matched to situation (device, location, time)
Variant Management
Consistent assignment: Users should see the same variant across sessions unless intentionally changed.
Clean separation: Variants should not interfere with each other. Changes should be isolated.
Documentation: Track what each variant contains and why it was created.
Sunset planning: Define when variants end and how winners get implemented.
