Personalization
Showing different visitors different versions of a page based on who they are or what they do, instead of the same page for everyone.
Personalization targets an experience to an audience: a welcome back for returning customers, local delivery times by country, a different hero for paid-social traffic.
Without a test, it's hard to know whether a personalization helps. A holdout, or an A/B test inside the audience, measures it.
Visitors arriving from a running-shoe ad see the running collection first on the homepage.
Related terms
- AudienceA group of visitors defined by rules, such as device, country, traffic source or behaviour, that a test or personalization targets.
- HoldoutA share of visitors kept on the original experience, so the effect of a personalization or a programme of changes can be measured.
- SegmentA subset of a test's visitors, such as mobile visitors or new visitors, whose results can be looked at separately.