A/B Testing & Experimentation Overview

Ours Privacy Experimentation is HIPAA-compliant A/B testing and personalization built into your CDP. Run content experiments, redirect tests, and always-on personalization rules using the same visitors, audiences, and analytics you already have.

No separate tool. No separate BAA.

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Why Teams Choose Ours Privacy Experimentation

• HIPAA-compliant by default. The platform is already HIPAA-compliant, so your experiments are too. No separate BAA or compliance add-on required.
• CDP-native targeting. Experiments use the same visitor identity graph, audience segments, and event pipeline as the rest of your CDP. No integration required.
• No visual flicker. Variants are assigned server-side before the page renders, so visitors never see the wrong content flash in before it's replaced.
• Consent-gated. Only consenting visitors participate. Integrated with the Ours Privacy CMP at the pipeline level, not a client-side check that can fail silently.
• First-party experiment data. Impressions and conversions flow into your existing analytics pipeline as $experiment_impression and $experiment_conversion events. No separate reporting silo.
• Session replay and heatmaps per variant. See exactly why a variant won by drilling into replays and click maps for each variant.

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Experiment Types

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Key Features

• Installation: Load experimentation through the Web SDK, Tag Manager, or a manual script tag
• JavaScript SDK: Read assignments, track conversions, and subscribe to events via window.ours_experiments
• Content A/B Tests: Modify DOM elements per variant — text, styles, images, visibility, custom CSS/JS
• Redirect A/B Tests: Send variant visitors to a different URL before the page renders
• Personalization: Always-on content rules targeting specific audiences
• Visitor Context SDK: Access visitor signals from your own JavaScript for personalization, analytics enrichment, and conditional rendering
• Targeting: URL patterns, query parameters, visitor status, and traffic allocation

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How It Works

1. Create an experiment in the Ours Privacy dashboard or via the REST API
2. Define variants — modify elements visually with the Chrome extension, or define DOM modifications via the API
3. Set targeting — URL patterns, query parameters, visitor status, audience segments, or any combination
4. Start the experiment — the experiment script loads, window.ours_experiments.init({ visitorId }) runs, and targeting is evaluated on each page load
5. Measure results — Bayesian probability to be best updates as impressions and conversions come in
6. Declare a winner — stop the experiment and apply the winning variant permanently

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Architecture

The experiment runtime loads as a lightweight JavaScript file from your custom domain. On each page load it:

1. Reads the visitor's existing variant assignment from a server-set cookie
2. If no assignment exists, deterministically hashes the visitor ID to a variant
3. Applies DOM modifications or redirects before the page fully renders
4. Tracks an $experiment_impression event via the CDP SDK (deduplicated per session)
5. Exposes window.ours_experiments, including explicit init(...), for access from your own JavaScript code

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Getting Started

1. Install experimentation: If your site already runs the Ours Web SDK, you just add the experimentation token to your existing init call.
2. Create an experiment in the Ours Privacy dashboard
3. Define variants: Use the Chrome extension or the API to set up DOM modifications or redirect URLs
4. Start the experiment: Traffic allocation begins immediately
5. Track custom conversions: Use window.ours_experiments.trackConversion() for goal events

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Need Help?

Reach out to support@oursprivacy.com if you have questions about setting up experiments or interpreting results.