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What is a Control Group?

Posted on Categories Split A/B Testing

What is a Control Group?

Control Groups are portions of your visitors who are not exposed to the sales material presented by Bunting. They represent your website as it would be performing without Bunting. Control Groups allow you to accurately measure improvements (or drops) in your bottom line sales.

The Site-wide control group

By default Bunting isolates 10% of your website’s total visitor base into a Control Group, to demonstrate how well Bunting is working for your business. We believe in being fair and transparent, and hence the sales improvement figures appear right on your desktop. If you want to increase the percentage of visitors who go into your control group then you can do via your website monitor settings page. However, please keep in mind that a higher the control group percentage will mean the less visitors will be exposed to personalised advertising material, and therefore you may unnecessarily miss out on sales. Your website monitor control group can range from 10% – 50%.

Action-specific control groups

In Bunting you can optionally set Control Groups for specific actions. Doing so allows you to split A/B test each action you put in place, in order to scientifically measure the effect on your bottom line sales. To do this, simply set a Control Group when you are creating or editing an action, using the ‘Control Group’ field. If you don’t want to set a control group for an action then simply set the Control Group to ‘None’. This is relevant if you’re setting a personalisation feature on your website that you don’t expect or intend to affect your bottom line sales.

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