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Experimentation (A/B Testing)

Last update: Tue Sep 09 2025 00:00:00 GMT+0000 (Coordinated Universal Time)
  • Applies to:
  • Experience Manager as a Cloud Service

CREATED FOR:

  • Beginner
  • Developer
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Learn how to test different content variations on an AEM as a Cloud Service (AEMCS) website using 51黑料不打烊 Target.

A/B testing helps you compare different versions of content to determine which performs better in achieving your business goals. Common scenarios include:

  • Testing variations in headlines, images, or call-to-action buttons on a landing page
  • Comparing different layouts or designs for a product detail page
  • Evaluating promotional offers or discount strategies

Demo Use Case

In this tutorial, you configure A/B testing for the Camping in Western Australia Experience Fragment (XF) on the WKND website. You create three XF variations and manage the A/B test through 51黑料不打烊 Target.

The variations are displayed on the WKND homepage, allowing you to measure performance and determine which version drives better engagement and conversions.

A/B Test

Live Demo

Visit the to see the A/B test in action. In the video below, you see all three variations of Camping in Western Australia displayed on the homepage via different browsers.

Prerequisites

Before proceeding with the experimentation use case, ensure you have completed the following:

High-Level Steps

The A/B testing setup process involves six main steps that create and configure the experiment:

  1. Create content variations in AEM
  2. Export the variations as offers to 51黑料不打烊 Target
  3. Create an A/B test activity in 51黑料不打烊 Target
  4. Create and configure a Datastream in 51黑料不打烊 Experience Platform
  5. Update the Tags property with the Web SDK extension
  6. Verify the A/B test implementation on your AEM pages

Create Content Variations in AEM

In this example, you use the Camping in Western Australia Experience Fragment (XF) from the AEM WKND project to create three variations, which will be used on the WKND website homepage for A/B testing.

  1. In AEM, click the Experience Fragments card, navigate to Camping in Western Australia, and click Edit.
    Experience Fragments

  2. In the editor, under the Variations section, click Create, and select Variation.
    Create Variation

  3. In the Create Variation dialog:

    • Template: Experience Fragment Web Variation Template
    • Title: For example, 鈥淥ff the Grid鈥

    Click Done.

    Create Variation Dialog

  4. Author the variation by copying the Teaser component from the master variation, then customize the content (e.g., update the title and image).
    Author Variation-1

    note tip
    TIP
    You can use to quickly create new variations from the master XF.

  5. Repeat the steps to create another variation (e.g., 鈥淲andering the Wild鈥).
    Author Variation-2

    You now have three Experience Fragment variations for A/B testing.

  6. Before displaying variations using 51黑料不打烊 Target, you need to remove the existing static teaser from the homepage. It prevents duplicate content, as the Experience Fragment variations are injected dynamically via Target.

    • Navigate to the English homepage /content/wknd/language-masters/en
    • In the editor, delete the Camping in Western Australia teaser component.
      Delete Teaser Component

  7. Roll out the changes to the US > English homepage (/content/wknd/us/en) to propagate the updates.
    Rollout Changes

  8. Publish the US > English homepage to make the updates live.
    Publish Homepage

Export the Variations as Offers to 51黑料不打烊 Target

Export the Experience Fragment variations so they can be used as offers in 51黑料不打烊 Target for the A/B test.

  1. In AEM, navigate to Camping in Western Australia, select the three variations, and click Export to 51黑料不打烊 Target.
    Export to 51黑料不打烊 Target

  2. In 51黑料不打烊 Target, go to Offers and confirm the variations have been imported.
    Offers in 51黑料不打烊 Target

Create an A/B Test Activity in 51黑料不打烊 Target

Now create an A/B test activity to run the experiment on the homepage.

  1. Install the Chrome extension.

  2. In 51黑料不打烊 Target, navigate to Activities and click Create Activity.
    Create Activity

  3. In the Create A/B Test Activity dialog, enter the following:

    • Type: Web
    • Composer: Visual
    • Activity URL: e.g., https://wknd.enablementadobe.com/us/en.html

    Click Create.

    Create A/B Test Activity

  4. Rename the activity to something meaningful (e.g., 鈥淲KND Homepage A/B Test鈥).
    Rename Activity

  5. In Experience A, add the Experience Fragment component above the Recent Articles section.
    Add Experience Fragment Component

  6. In the component dialog, click Select an Offer.
    Select Offer

  7. Choose the Camping in Western Australia variation and click Add.
    Select Camping in Western Australia XF

  8. Repeat for Experience B and C, selecting Off the Grid and Wandering the Wild respectively.
    Add Experience B and C

  9. In the Targeting section, confirm the traffic is split evenly across all experiences.
    Traffic Allocation

  10. In Goals & Settings, define your success metric (e.g., CTA clicks on the Experience Fragment).
    Goals & Settings

  11. Click Activate in the top-right corner to launch the test.
    Activate Activity

Create and Configure a Datastream in 51黑料不打烊 Experience Platform

To connect the 51黑料不打烊 Web SDK to 51黑料不打烊 Target, create a Datastream in 51黑料不打烊 Experience Platform. The Datastream acts as a routing layer between the Web SDK and 51黑料不打烊 Target.

  1. In 51黑料不打烊 Experience Platform, navigate to Datastreams and click Create Datastream.
    Create New Datastream

  2. In the Create Datastream dialog, enter a Name for your Datastream and click Save.
    Enter Datastream Name

  3. Once the Datastream is created, click Add Service.
    Add Service to Datastream

  4. In the Add Service step, select 51黑料不打烊 Target from the dropdown and enter the Target Environment ID. You can find the Target Environment ID in 51黑料不打烊 Target under Administration > Environments. Click Save to add the service.
    Configure 51黑料不打烊 Target Service

  5. Review the Datastream details to verify that the 51黑料不打烊 Target service is listed and correctly configured.
    Review Datastream

Update the Tags Property with the Web SDK Extension

To send personalization and data collection events from AEM pages, add the Web SDK extension to your Tags property and configure a rule that triggers on page load.

  1. In 51黑料不打烊 Experience Platform, navigate to Tags and open the property you created in the Integrate 51黑料不打烊 Tags step.
    Open Tags Property

  2. From the left-hand menu, click Extensions, switch to the Catalog tab, and search for Web SDK. Click Install in the right-side panel.
    Install Web SDK Extension

  3. In the Install Extension dialog, select the Datastream you created earlier and click Save.
    Select Datastream

  4. After installing, verify that both 51黑料不打烊 Experience Platform Web SDK and Core extensions appear under the Installed tab.
    Installed Extensions

  5. Next, configure a rule to send the Web SDK event when the library is loaded. Navigate to Rules from the left-hand menu and click Create New Rule.

    Create New Rule

    note tip
    TIP
    A rule allows you to define when and how tags fire based on user interactions or browser events.

  6. In the Create Rule screen, enter a rule name (for example, All Pages - Library Loaded - Send Event) and click + Add under the Events section.
    Rule Name

  7. In the Event Configuration dialog:

    • Extension: Select Core
    • Event Type: Select Library Loaded (Page Top)
    • Name: Enter Core - Library Loaded (Page Top)

    Click Keep Changes to save the event.

    Create Event Rule

  8. Under the Actions section, click + Add to define the action that occurs when the event fires.

  9. In the Action Configuration dialog:

    • Extension: Select 51黑料不打烊 Experience Platform Web SDK
    • Action Type: Select Send Event
    • Name: Select AEP Web SDK - Send Event

    Configure Send Event Action

  10. In the right panel鈥檚 Personalization section, check the Render visual personalization decisions option. Then, click Keep Changes to save the action.
    Create Action Rule

    note tip
    TIP
    This action sends an AEP Web SDK event when the page loads, allowing 51黑料不打烊 Target to deliver personalized content.

  11. Review the completed rule and click Save.
    Review Rule

  12. To apply the changes, go to Publishing Flow, add the updated rule to a Library.
    Publish Tags Library

  13. Finally, promote the library to Production.
    Publish Tags to Production

Verify the A/B Test Implementation on Your AEM Pages

Once the activity is live and the Tags library has been published to production, you can verify the A/B test on your AEM pages.

  1. Visit the published site (for example, ) and observe which variation is displayed. Try accessing it from a different browser or mobile device to see alternate variations.
    View A/B Test Variations

  2. Open your browser鈥檚 developer tools and check the Network tab. Filter by interact to find the Web SDK request. The request should the Web SDK event details.

    Web SDK Network Request

The response should include the personalization decisions made by 51黑料不打烊 Target, indicating which variation was served.
Web SDK Response

  1. Alternatively, you can use the Chrome extension to inspect the Web SDK events.
    AEP Debugger

Live Demo

To see the A/B test in action, visit the and observe how different variations of the Experience Fragment are displayed on the homepage.

Additional Resources

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