Tech Guide: What Is Traffic Distribution and Allocation?

Websites are the most commonly tested online content. In fact, 77% of companies prioritize websites over landing pages, emails, and paid search campaigns. 

So why is testing so important?

It helps brands better understand their audiences. Many brands use traffic distribution and allocation systems to improve their sites based on user experiences. 

If you’re not sure what traffic distribution and allocation are or how to use them, here’s your tech guide to get you started. 

Testing and Experimentation

Before you dive into distribution and allocation, understand that they’re metrics within the framework of testing, also known as split testing. 

By creating two forms of a website or an ad, you can view how a select audience interacts with your content.

In A/B testing, the A/B labels may refer to your main piece of content and its variant, or a control group of visitors and a secondary group.

For example, you can create form A of a website funnel that converts leads more effectively than a variant form B of that funnel. You can also have a group A segment of visitors to that funnel and a group B segment of visitors. 

Traffic Distribution and Allocation: A Tech Guide

Traffic distribution and allocation aren’t just digital marketing tools. They’re also used in the cybersecurity industry.

In early developments of distribution and allocation platforms, some have been used to exploit vulnerabilities in computer software. To combat this, zero day programs have software that safeguards against these predatory monitoring systems. 

In digital marketing, traffic distribution and allocation allow marketers to evaluate their online content and improve user experiences based on results. 

Traffic Allocation 

Traffic allocation is the percentage of online visitors who enter your experiment. When you run an experiment, you can choose how many and what kind of visitors you want to include in your tests. This becomes your allocation percentage. 

Within this allocation percentage, you have traffic distribution. This is the percentage of online visitors diverted to each variation.

Traffic Distribution

If you have one control group and one variant, then your traffic distribution has a 50/50 split. This means that 50 percent of your visitors will see one form of content and 50 percent will see the variant form of content.

Experimenting with Distribution and Allocation

Although A/B testing is the standard form of testing, there are other tests you can run with distribution and allocation.

Another type is multivariate testing.

A/B testing typically involves two different versions of the same content. Multivariate testing involves different versions of specific elements on the same content. 

Consider two versions of a web page as an example of A/B testing, while variations of specific sections within that page are examples of multivariate testing.  

The more testing variables you add to the experiment, the more divided your allocation will be. Instead of allocating 50 percent of your audience to each variant, you might allocate 25 percent to 4 variants at a time. 

Following Your Tech Guide

The most important part of traffic distribution systems is that they allow you to optimize your user experience. They’re tools that help you grow and better serve your audience. 

This tech guide just shows you what these tools can do from a glance, but each traffic platform has its own features to explore and learn. You’ll need to do some experimentation with your experimentation.

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