How is A/B testing set up in Salesforce Commerce Cloud?

The A/B testing feature in Salesforce Commerce Cloud is specifically designed to enable marketers and developers to set up and manage experiments directly from Business Manager. This built-in functionality streamlines the testing process by allowing users to create variations of pages or components and define the parameters for each test, such as the target audience and duration.

Utilizing this feature offers a structured approach to gathering valuable data on user behavior. It ensures that the results are tracked and analyzed properly, which is essential for making data-driven decisions. Moreover, because the A/B testing feature is integral to the platform, it leverages the existing infrastructure to facilitate seamless testing experiences without the need for external tools or manual intervention, thus improving efficiency.

In contrast, while third-party tools may offer additional customization or integration capabilities, they can complicate data collection and management. Manually selecting users is not practical or scalable in a digital environment, and modifying HTML directly does not provide the comprehensive insights or tracking that the A/B testing feature accomplishes while also risking potential disruptions to the user experience.