Create a Split URL testing Experience

Split URL testing provides a structured approach to website optimization. By creating multiple versions of a webpage, each with a different URL, you can systematically test variations and determine which one delivers the best results.

Use Cases

• Testing personalization experience in your webpage with a different version
• Provide regional-specific experience to specific categories of users
• Recommending Specific product pages based on user interest
• Providing early access for VIP customers during product launches
• Providing customized experiences and offers for VIP customers.

Steps To Create Split URL Testing

To create a personalized experience:

1. Navigate to Create New -> Experience -> Web or
2. Navigate to Personalize -> All Experiences and click + Experience in the top right corner of the screen.

There are three steps to create a new Split URL Testing Experience:

1. Target Users: Specify the audience for your web experience.
2. Content: Specify the variation and personalized content for the selected users.
3. Schedule and goals: Specify a delivery schedule, conversion goals, and delivery controls for the experience.

Step 1: Target Users

This section contains the following:

Experience Details

• Experience name: Type the name of the experience to manage and identify it. The experience name must have at least five characters and at most 256.
• Experience tags: Select the experience tags from the drop-down list. Tags help you add context to your experience. For example, you can add ‘onboarding’ as a tag for an experience created for onboarding users to your platform or app. For more information, refer to Tags.

Target Audience

Select +Add Audience to define the target user segment for the Experience.

Defining your Target Audience

You can add multiple audiences (up to ten) to your experience. For example, let’s take the case of a brand that sells skin care products. If a marketer creates the following audience segments, they can personalize the website for each of these segments.

• Users who have viewed perfumes or have shown an interest in them - the marketer can personalize the website such that perfumes are shown primarily on the page with mentions of the latest arrivals, discounts, upcoming sales, testimonials, celebrity reviews, etc.
• Users who have clicked on discount offers for skin care products - the marketer can personalize the website such that offers and discounts on skin care products are shown primarily on the page.
• Users who have shown interest in natural skin care products - the marketer can personalize the website such that natural and cruelty-free products are shown primarily on the page.

Click on the +Add Audience to get various options to specify the target audience for the experience. You can:

1. Add an existing audience by selecting one of the already added audiences shown in the dropdown. Click Select at the bottom line to add the audience to your experience.
2. Duplicate and edit an existing audience. Select an audience in the dropdown and click Duplicate and Edit at the bottom right corner to modify the details.
3. Add a new audience by clicking + New Audience.

You can specify the following fields in the New Audience pop-up:

1. Audience Name - the unique name that identifies your audience.

2. Segmentation criteria - the segmentation filters that help you define your audience. This section helps you add criteria for the target user selection. For example, if you want to add/delete users who have added items to the cart but have yet to complete the purchase or users who have not received notifications or opened their app in the last ‘x’ days, and so on.

   All Users

   Allows you to send the campaign to all the users of the app. When you use this option, you cannot add multiple filters.

   User Property

   Allows you to target the users based on user property such as first seen, last seen, city, and so on. Select the User Properties and do the following:

   1. Select desired user property and filter conditions.
   2. Provide the filter value/s to create a rule. For more information, refer to Create Segments.

   User Behavior

   Allows you to target the users based on the user’s behavior or event, such as app/site opened, viewed product, and so on. Select the User Behavior and do the following:

   1. Select the execution condition and the desired user activity (event)
   2. Provide event frequency and time duration for the event execution
   3. Add Event attribute with a filter condition
   4. Provide the filter value/s to create a rule. For more information, refer to Create Segments.

   User Affinity

   Affinity Segments are groups of users created based on the user performing an action with a specific attribute value. For more information, refer to User Affinity. Select User Affinity and do the following:

   1. Select the desired user event or attribute.
   2. Select the user affinity parameter from
      • Predominantly select affinity attribute with a filter condition and provide the affinity values.
      • Minimum of Select affinity attribute with a filter condition and provide the affinity values.
      • Most number of times: Type or use the arrows to provide the top or bottom percentage of users
      • Least number of times: Type or use the arrows to provide the top or bottom percentage of users
   3. Type or use the arrows to provide the duration of the event execution.
   4. Click the Attribute button to add more attributes to the filter.

   Custom Segment

   Select the Custom Segment section, then select the desired custom segment to create a rule. For more information, refer to Custom Segments.

3. In-session attributes - allow you to group website visitors based on specific conditions. You can add the following in-session attributes:

   Field	Description
   Query Parameter	This field lets you segment users based on the query parameters in the URL. Typically, users would land on your personalized URL by clicking an advertisement on any Social Media platform. You can use UTM parameters like Source, Medium, Content, Campaign, etc., to segment users based on the source from where they are visiting, the campaign from which they’ve landed on this URL, and so on. UTM parameters like utm_source, utm_campaign, etc., are used to identify the campaigns driving users to websites. You can use UTM and custom parameters to segment users and personalize the website experience.
   User Type	This field lets you segment users based on whether they are new or returning users. Note: 1. If two users are using the same device and user 2 logs in after user 1, they would be considered a returninguser 2. If a user logs in from the mobile browser and then logs in again from a desktop browser, the login from the desktop would be considered a new user.
   Day of the week	This field lets you segment users based on the day of the week on which they visit your website.
   Time of the day	This field lets you segment users based on the hour of the week on which they visit your website. You can choose from any of the one-hour slots in a day available in the dropdown.
   Geolocation	This field lets you segment users based on the geolocation from where they visit your website. You can choose the Country, State/Region, and City where the user is located or exclude a specific Country.
   Device Type	This field lets you segment users based on the device with which they visit your website. You can include or exclude one or a combination of the following: Mobile, Desktop, or Tablet.
   Operating System	This field lets you segment users based on the Operating System of the device with which they visit your website. You can include or exclude one or a combination of the following: Android, iOS, Windows, Mac, Linux, or Others.
   Browser Type	This field lets you segment users based on the browser with which they visit your website. You can include or exclude one or a combination of the following: Chrome, Safari, Firefox, Opera, or Others.

4. Exclude Users - You can exclude users who use certain in-session attributes by clicking Exclude Users and specifying the in-session attributes in the Select attribute dropdown.

5. In-session behavior -allows you to group and target website visitors based on their actions within the current session in progress. For example, if a user views a particular clothing brand or specific apparel such as jeans, you can personalize other webpages in the same session with this information by displaying recommendation banners for other items from the same brand or displaying similar products. This helps you deliver a personalized experience immediately within the same session without waiting for the user’s next visit.

6. To personalize using the user’s in-session behavior, click +In-session Behavior and add the event condition - _Has Executed/Has Not Executed_and choose the event in the Select an event dropdown. Note: Only the last ten instances of the selected user action will be considered for targeting In-Session behavior.

7. The Save for later use checkbox is checked by default. This saves the audience added and makes it available for other experiences.

8. Click Add at the bottom right corner of the screen to add the audience.

Control Group

Toggle the Global control group to exclude users in the global control group from the Experience. For more information, refer to Control Groups.

After filling in this information, click on Next. You will see a popup that opens.

In this step, you personalize the webpage using MoEngage’s WYSIWYG editor. Refer to this article for a deep-dive on the editor capabilities.

Step 2: Content

In this step, You can create variations and split users to different URLs

1. Manually allocating user traffic between variations
2. Using MoEngage’s Merlin AI to auto-allocate traffic between variations

Allocate User Traffic Manually

Field	Description
Variation	There are two options present by default: 1. Default Variation 2. Variation 1 You can add another variation by clicking the + Variation at the lower left corner of the screen. Note: You can add up to 5 variations for each target audience. For more information, refer to manual multivariate testing.
Users (%total)	You can define the percentage of users for each variation in this field.

You can always edit the user traffic allocation between variations either pre or post publishing a personalized experience.

Auto-Allocate User Traffic Using Merlin AI

Field	Description
Variation	There are two options present by default: 1. Default Variation 2. Variation 1 You can add another variation by clicking the + Variation at the lower left corner of the screen. Note: You can add up to 5 variations for each target audience. For more information, refer to Dynamic multivariate testing.
Metric	You must choose one metric among the following for Merlin AI to optimize on - Conversion - Engagement - Revenue

The user traffic allocation logic cannot be updated once the experience is published.

Add URLs to Direct Users from Different Variations

Add the base URL to the provided field in the default sections and a customized URL to the variation, which will direct your users to the personalized webpage.

Step 3: Schedule and Goals

In this step, set the scheduling criteria for your experience. You can set the start and end dates and times for your experience.

Conversion Goals

You can add conversion goals to track your business metrics for your experience. You can track up to 5 conversion goals. You can choose any app event as a conversion goal activity and can set more than one conversion goal. The first goal will be treated as a primary goal.

With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.

1. How many users have viewed the product page?
2. How many of them added that product to the cart?
3. How many of them made a successful order?

Tracking Revenue Performance

With MoEngage, you can very easily track revenue for your campaigns. The Revenue and ROI of the campaigns are available to you. For example, you can answer the question of how much revenue my product made after sending a communication.

While setting the conversion goal, you can choose the goal for which you want to track the Revenue by enabling the ‘Revenue Performance’ toggle. In the example below, to track revenue for _orderSuccessful _events, the ‘Revenue performance’ toggle needs to be enabled.

Revenue Tracking is optional and non-mandatory. You can disable the Revenue performance toggle to disable it. After choosing the goal, you can choose the numeric attribute that captures the order’s total monetary value. In the example below, _cartValue _contains the total order value. You can also choose the currency in which your monetary value is being reported.

Set Attribution window

We also allow you to set an attribution window, i.e., duration, calculated from the time the user received the campaign, for which you want to attribute the conversion goals to a specific campaign. As a default, it is set for 36 hours. Say, for the example above, we set it to 5 hours.

Delivery Controls

This option lets you assign priorities to your experience. You can assign the following Experience priorities: Low, Medium, High, and Critical. If a URL has more than one experience created, the experience with the higher priority is shown to the user.

Click Publish at the bottom right corner of the screen to publish the experience.

All MoEngage AI products, which were previously referred to as Sherpa AI, are now known as Merlin AI.