Learn how Test, Personalize, and AI Optimize work — and when to use each.
Optimizations are containers for your variations with configuration options that help define where your variations run, who is eligible to see them, and what goals measure success. There are three types of optimizations — Test, Personalize, and AI Optimize. Each type serves a different purpose and can help you reach your goals in different ways.
Which optimization type should I use?
Each optimization type is best suited for a different kind of decision or objective. Here’s how they compare:
| Type | Key benefits | Considerations |
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Test Validate an idea with measurable results |
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Personalize Show specific content to specific audiences |
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AI Optimize Maximize conversions by letting AI adapt over time |
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When to use a Test optimization
Use when you want a controlled experiment with a single clear winner. It's ideal for situations where you have a hypothesis and want statistically significant proof before making a decision — like comparing checkout flows, pricing models, or UI patterns.
Learn how to create a Test optimization.
When to use a Personalize optimization
Use when you already know what a certain audience should see — for example, mobile users, first-time visitors, or customers in a specific location. Personalize optimizations are also helpful when you need to maintain consistency across channels (e.g., email promo to landing page).
Learn how to create a Personalize optimization.
When to use an AI Optimize optimization
Use when you want to drive the most conversions without managing traffic splits or rules. AI Optimize continuously learns what works best — for everyone, not just one segment — and adapts automatically as behavior shifts.
Learn how to create an AI Optimize optimization.
Can I run multiple optimization types?
Yes, Optimize gives you the freedom to test how and where you'd like. Test, Personalize, and AI Optimize optimizations can even on the same page. This lets you validate ideas, personalize segments, and boost overall performance in parallel.
For example, you might:
- Run a Test optimization on the navigation bar to see if an alternate version is statistically better
- Run a Personalize optimization to show a different banner to returning customers
- Run AI Optimize on CTAs to see which variations drive the most conversions
Pro tip
You can convert a Test optimization into a Personalize or AI Optimize optimization once you have results. This helps you lock in top-performing ideas without rebuilding them.