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Experimentation
This section describes how to carry out A/B testing on your content using the Experience Assistant.
To determine which versions of content work best, you may occasionally want to conduct a test on those content. For example, you would want to find out which version of the banner on your website, gets more traction.
You can choose which audience can participate in a test, and what percentage can be assigned to either the control or variant traffic using our experience assistant. With the analytics plugin implemented, you can measure the performance of the experiment.
To start testing the components of your website in your Contentful App, use the steps listed below.

To create an experiment, you need to choose an entry on the content tab of your Contentful App. Once selected, you can access the experience assistant like so:
Contentful entry
By selecting the create experiment option from the dropdown menu after choosing an entry, you can start creating experiments for your content.
create Experimentation

Every instance of an experiment is a component, and each case has three steps to create an experiment which include:

You can write a hypothesis. And give your experiment a name using this tab:
general setup

You can define an audience and designate the portion you want in percentage for an experiment on the Traffic and Audience tab.
For instance, you can decide to assign 50% of your traffic to an experiment, and when the experiment is launched, only the allocated audience will participate.

The variants tab includes the control and the test variant. You can read it here to understand the difference.
  • To create a variant, click the set variant button:
Traffic allocation
For instance, you can decide to assign 50% of your traffic to an experiment, and when the experiment is launched, only the allocated audience will participate.

The variants tab includes the control and the test variant. You can read it here to understand the difference.
  • To create a variant, click the set variant button:
set variant
  • From this tab, you can create a new variant or link an existing variant if you already have one:
create or link variant
The control variant is the base (initially selected) entry in your Contentful App.
After creating a variant, click the Create Experiment button to finish setting up and running the experiment.
Once the experiment is created, you can see a more detailed page on your configurations in your contentful App.
Detailed view

Here, in the configurations, you can distribute the allocated traffic between variants.
For instance, if the audience (allocated traffic) you first chose was 60% of the total audience, and you distributed that audience to each variant, the combined audience for all variants has to be 100% of the audience you initially chose.
Distribution of Allocated traffic
The final distribution of the audiences for each variant must sum up to 100%.

To find out how to analyze your experiment result or the performance of your variant, you can check the Analytics section to learn more.
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How to Create an Experiment
Experience Assistant
Distribution of Allocated Traffic
What Is Next