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. Included in every plan.

---

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.

---

Experiment Types

---

Key Features

• Installation: Add the experiment script or let the tag manager load it automatically
• 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

---

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, audience segments, visitor properties, or any combination
4. Start the experiment — the experiment script evaluates targeting and assigns variants 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

---

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 for access from your own JavaScript code

---

Getting Started

1. Install the experiment script: The tag manager handles this automatically. For manual installs, see the installation guide.
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

---

Need Help?

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