We gather the various following criteria of targeting together under the title “Expert.” These may be useful when you want to run complex test scenarios or when URL targeting proves to be impossible.
- Having the cookie. Target your test to users who have a specific cookie in their browser. You can test the presence or absence of this cookie and its value (optional). For example, you may use affiliate programs, so visitors from your affiliate sites have a cookie indicating the name of the affiliate platform and the name of the affiliate bringing in the traffic. You can target your test to one of these two values. You can also target cookies left by your web analytics tool. For example, if you use Google Analytics and you are tracking your traffic acquisition campaigns, you can target the cookie __utmz (which manages information from the visitor) with a specific utmcsr (source) value.
return $( 'div#add_cart_button' ).length > 0;
If the expression returns True, this means that the button exists on the page and it is a product page. So your test will be triggered.
- Geolocalization. You can limit your test to the geographical location of your visitors by selecting a country, a region, or a city. This may be useful if you want to test promotional offers that are limited to a specific sales territory. We use the MaxMind service to geolocalize visitors based on their IP address.
- Customizable variables. You can set up your test to be triggered if a customized variable you have defined in your application is present. Let’s look at the example of a site using a freemium-type business model. As soon as a visitor creates a free account on your site, you save this information in one of your web analytics tool’s customized variables. We can recover this variable and trigger a test display based on the value assigned to this variable. This allows you to test the effectiveness of promoting an incentive for switching to the paid version of your service, for example.
- E-commerce. Very similar to customized variables, this feature allows you to target the test only to visitors who have already purchased a particular product or any product in a given category. Let’s take the example where as soon as a visitor purchases a product, you record the product name in one of your web analytics tool’s customized variables. We can recover the value of these personalized variables and trigger the test if one of the variables has a specific value. This allows you to test the promotion of products that complement the product purchased on the checkout confirmation page and thus test the effectiveness of cross-selling, for example.