Support Article Pagination

Previous
[current-page:page-title]
Next
 

Support Article Minutes to Read

 

Measuring success using Control Groups

Role: 

In order to evaluate the effectiveness and performance of campaigns (and your account as a whole), a control group needs to be set up.

A control group is a group of customers who are not exposed to the LiveEngage campaign in order to compare their behavior to that of customers who are exposed to the campaign.

The difference between the control group and the exposed group provides information on the effectiveness of your campaign. This data can be seen in select metrics displayed in the data bar and data dashboard.

The size of the control group can be set per account or per campaign at the following increments: 5%, 10%, 15%, 20%, and 25% of the total number of visitors. Increasing the percentage means that fewer visitors will be exposed to campaigns On the other hand, the data received will be more statistically significant. By setting the control group to 0% you have effectively switched off the control group feature.

Per account: When setting the control group per account, the selected percentage of control group visitors will not be exposed to any type of engagement from any of your campaigns. This enables you to evaluate the performance of the whole program. This setting is on the Campaigns page. (The default value is 5%).

Per campaign: When setting the control group per campaign, the selected percentage of control group visitors will not be exposed to any type of engagement in the specified campaign, but may be exposed to engagements in other campaigns. This enables you to evaluate the performance of specific campaigns. This setting is on the campaign summary page. (The default value is 10%).

Each time you create a campaign, select the size of your control groups to reflect your most important business goals. To accurately test the effectiveness of a campaign, select larger samples (higher values). To maximize exposure, at the cost of accuracy, choose smaller samples (lower values). Select zero (0%) only when you are not interested in testing the effectiveness of a campaign at all.

Related Articles: 

About Campaigns

Campaigns serve as a vehicle for presenting your online marketing efforts to customers.