A/B Test Control Variants is a feature that lets you include a "no display" variation in your A/B test. A control variant shows nothing to a portion of users, allowing you to measure how much your popup affects conversions compared to showing nothing at all.
How it works
A control variant takes an equal share of available impressions and shows nothing to those users. Each time a popup or control fires, an event is sent to Google Analytics (if installed), so you can compare conversion rates by segment.
Options
Testing display vs. display (to increase signup/click rate) | A control variant is not needed. |
Testing popup vs. no-popup (to measure conversion impact) | Enable the control variant. |
Notes
Promolayer does not collect store data (transactions or conversions). To analyze results, use Google Analytics:
Create a new segment and select "Conditions" → "Event category" → "Exactly matches"
Your A/B test name followed by the variant name will appear in the dropdown
Create one segment per variant, then compare in any Google Analytics report (e.g., e-commerce)
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