Once winning results are determined, what should organizations do with those content and offer combinations?

Once winning results are determined in A/B testing or multivariate testing within Adobe Target, the recommended approach is to serve those content and offer combinations to the entire visitor population. This is because the winning variations have been identified as the most effective in achieving desired outcomes, such as increased conversions, engagement, or other key performance indicators. By deploying these successful combinations site-wide, organizations can maximize their potential benefits and improve the overall user experience for all visitors.

Serving the winning variations to the entire visitor base allows the organization to fully leverage the insights gained from the testing. It ensures that a broader audience can benefit from content that has been proven to perform better compared to alternatives. This approach also helps in reinforcing the changes that have been beneficial while providing a more consistent experience for users.

In contrast, options like keeping the results confidential or testing the winning combinations further would likely delay the implementation of effective strategies that could contribute positively to the organization's goals. Similarly, creating new combinations without deploying the winners risks losing the opportunity to capitalize on what has already been validated through testing.