Avoiding Collisions

A “collision” is the (usually unintentional) use of a page or location by multiple tests. As your use of Webtrends Optimize® increases, the likelihood of encountering collisions increases–for example:

  • Navigation tools. Nav bars and menus are ripe with testing opportunities around nesting, language, and format. However, navigation bars usually appear on every page within a site, which means that any other tests on the site must coexist with the nav tests.
  • Top-level pages. Home pages and category pages are often starting points for funnels to drive conversion and engagement. This can lead to multiple groups within an organization needing to evaluate the effectiveness of content on those pages. These groups need to be able to safely set up and make live tests in parallel else testing programs will suffer from dissatisfaction as constituents wait in queue for their turn. 
  • Form completion and purchases. Regardless of where a purchase path, booking funnel, or acquisition funnel begins, it often ends with a particular form completion or purchase within a cart. Having common endpoints for multiple paths forces organizations to consider how to allow multiple tests to run simultaneously on forms and within carts based on the path the visitor traveled upon arrival.

To manage these types of scenarios, Webtrends Optimize helps users avoid creating collisions and running the risk of invalidating the results of the competing tests. Specifically, within a project, you can run multiple tests on a page or location using segmentation to ensure visitors are safely routed to relevant variations without risking content collisions. 

Example: Company A might have different products available to clients based on geography. Visitors could be segmented by geography and be shown a tests specific to that geography. Each test within this project might test geographical content within the same element, but visitors are not at risk of collisions because segmentation avoids that possibility. 

Multiple projects can also share a location with traffic allocated between and among them. Because visitors may qualify for multiple projects and be shown multiple tests simultaneously, Webtrends Optimize warns you during test setup that elements are in use by other tests or targets, and prevents those elements from being selected again. 

Example: Company B might need to run a new test on the navigation menu while continuing to run a test of the effectiveness of various hero shots in a carousel. Because visitors would qualify to see both tests at once, Webtrends Optimize would highlight the carousel and any other elements in use by the first test and prevent them from being selected when users design the navigation test.

Landing pages and calls to action often drive toward the same goal, such as a form completion, booking, or purchase. In these cases, tests may swap content on different pages or locations, while sharing a common element selected as a conversion point. Webtrends Optimize allows you to reuse conversion points across multiple projects and tests or targets.