Manage campaign audiences and fallback content
You'll choose who sees each set of page changes, keep useful content for everyone else, and check what happens when audiences overlap.
Show each audience the page changes that fit them, while keeping your original page useful for everyone else.
Start with an editable campaign and the segment groups you want to target. An audience uses matching rules. It isn't a randomly assigned A/B version.
Add or edit an audience
- Open the campaign in the visual editor and expand the audience sidebar.
- Select an audience, or choose Add New Audience.
- Give it a name you'll recognize later.
- Choose a segment group, then its segment.
- Use Add Rule if the visitor must match another segment too.
- Make the page changes for that audience and wait for the saving indicator to finish.
The rule editor says Target visitors who match all of these rules:. Every rule is required. For visitors who can match one rule or another, build that logic in your segment rules or use separate audiences.
If you change a rule's group, choose its segment again. Changing the group clears the previous segment. You can remove a rule when there is more than one.
Keep the original page useful
Select Default to see your original website. You don't need to copy content into it. Visitors who match no active changes keep that original content.
An unrestricted Everyone audience can match anyone, so it can change what those visitors see too.
Use the audience selector to rename or reorder audiences. Duplicate Audience gives you a copy whose rules and changes you can adapt. Delete Audience removes it from the draft.
Check visitors who match more than one audience
Several audiences can match the same person. WorkForge (opens in a new tab) could change a headline for agencies and a separate call to action for existing customers.
When matching changes replace the same content or property, later changes win. RightMessage applies campaign changes in campaign order, then audience order, then action order. Moving an audience doesn't stop other matching audiences from applying.
- Return to the dashboard and choose Preview on your site.
- Use Choose preview URL to open the page you're changing.
- Use the debugger docked at the bottom to try visitors who match each audience combination.
- If changes conflict, make the rules mutually exclusive, change different elements, or put the intended override later.
- Check the original fallback again.
Testing your changes explains how to try each combination.
Once matching visitors see the intended content and unmatched visitors still see a useful page, publish the project.
For small wording changes inside questions or offers, try personalized phrases next. Their priority works differently. The first matching phrase alternative wins.