3 min read
Variant persistence: why a visitor must always see the same version
If someone sees variant B on Tuesday and variant A on Friday, you haven't run an experiment. You've run a bug that also produces numbers.
Topic
Articles on Audience targeting
Everything we have published on Audience targeting: guides, experiments and what we learned along the way.
6 articles
3 min read
Supertargeting: combining country, device, source and behaviour
Stacking conditions makes the segment sharper and the sample smaller. Here's how to know when the trade is worth it — and when you've segmented yourself into noise.
3 min read
Targeting by UTM: every campaign should land on the page it promised
You wrote a specific ad and then sent the click to a generic page. Message match is the cheapest conversion lift available to a small brand, and UTM targeting is how you get it.
3 min read
Mobile, desktop and tablet: segmenting by device without duplicating work
Responsive design made one page serve every screen. It didn't make one experiment serve every screen — and most flat results are a mobile win cancelling a desktop loss.
3 min read
New vs returning visitors: two websites inside the same website
A first-time visitor needs to be convinced. A returning one needs to be let through. Showing both the same page is the most common unforced error in CRO.
3 min read
Geographic targeting: why the same test doesn't work in two countries
Shipping expectations, payment habits, price sensitivity and trust signals vary by market. Averaging across them is how you get neutral results that hide real effects.
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