When a goal smart asset is published in a landing page, the following sequence of activities occur:
If Optimization mode is set to A/B/n test , the test phase begins immediately, and lasts for a period defined by the asset’s Test phase duration property. During this time, 100% of page visitors receive randomized content element content.
At end of the test phase, an initial test is performed. Testing is carried out by the Goal smart asset Monitor system task.
The number of goals achieved is considered in the context of number of impressions of each content element, thereby determining each piece of content’s relative efficacy in driving page visitors towards goal attainment. The content element with the highest goal conversion rate is selected as the winning index. Its conversion rate needs to be statistically better than the alternative assets, to a degree defined by its significance threshold.
The content element with the highest proportion of goals proportionate to the number of impressions is declared the winner.
If the result was not deemed to be statistically significant, the test phase continues, with a test being performed at a frequency accordant with the asset’s Reevaluation interval property. Random content elements continue to be served during this time
If a winner was declared, the content element in question is served to site visitors other than the holdout group, unless the result changes due to ongoing testing of the holdout group (see below).
When the initial test phase is complete, tests continue to be executed, with a random content element being served to a percentage of site visitors defined by the asset’s Holdout group property. Tests are performed at a frequency accordant with the asset’s Reevaluation interval
If the ongoing testing of the asset’s holdout group results in different content element being declared the winner, the new winner is thereafter served to site visitors (other than the holdout group).
Testing continues in this way for a period defined by the asset’s Monitoring duration property
Republishing the landing page in which the goal smart asset is utilized causes the asset to re-enter the test phase.
If Optimization mode is set to Machine Learning, RedPoint Interaction uses a machine learning algorithm to match a visitor's profile to the content element that is most likely to provide the highest goal conversion rate. Visitor profile and goal results data serve as inputs to the algorithm, which looks for patterns to facilitate matching the visitor's profile to the most appropriate content element to maximize the goal conversion rate.
Note that calls to the machine learning algorithm are managed by the Goal smart asset Monitor system task.
When a visitor is served a goal smart asset, if he or she refreshes or revisits the landing page, the same content element continues to be shown in the same browser on the same machine. The cookie used to persist the asset in this way lasts 24 hours, after which different content may be shown.
When a goal smart asset is published for use in an external web page, RedPoint Interaction uses A/B/n Testing or Machine Leaning to optimize content in the same way as if published in a RedPoint Interaction landing page. Note that, in this case, the asset’s goal is defined within the asset itself, and not within the page within which it is hosted.
Goal smart assets can only be nested in the following fil types:
•Landing Page: a validation error is raised if a landing page contains a goal smart asset that is configured to be published externally.
•HTML asset: a validation error is raised at a landing page if an HTML asset therein contains a goal smart asset that is configured to be published externally
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