A/B & Control Groups
On this page we will explain what A/B Groups and Control Groups are, why you should consider to use them and how to set them up.
By default, at least one action group will be added to an activity. However, within an activity you also have the option to add multiple action groups. The different action groups can have minor or major differences in terms of actions and content. When you run the activity the players within the segment will then at random be assigned to the different action groups available.
Using A/B groups is an excellent way to try the effectiveness of everything from different email subjects to different bonus types or communication channels. Follow up on the numbers and make comparisons between the different action groups and how they performed in the Performance and Conversion Dashboard.
Once you have your first action group set up, you can easily add additional ones. You can create an activity group completely from scratch or duplicate the first activity group, Activity Group A. Make the intended amendments and finally decide on the delivery percentage for each activity group you've created. By default, the delivery percentage will be divided equally between all activity groups.
Note: The delivery percentage shouldn't exceed 100% in total when combining all the activity groups in the activity.
A control group can be added to any activity. Adding a control group to your activity will make sure that randomly selected players within the targeted segment won't receive any player engagement from the activity.
The simple reason why you would use a control group is to test and evaluate if a campaign was successful. Comparing the numbers from players that received the offer and didn't receive the offer, will give you an idea of how successful the campaign was.
With this information, you can then evaluate if it's potentially worth running with a similar campaign in the future or maybe even stop an ongoing campaign. Follow up on the numbers for your activity in the Performance and Conversion Dashboard.
Beneath your action group(s) you'll find the option to add a control group your activity. With a simple click, you activate the control group - setting the delivery percentage to a default 10%. This can easily be changed to any percentage of your liking.