Nevertheless, this would also be possible using load balancing, although it might require some customization.
Anyway, I use it for webshops, targeting new users. Most e-commerce websites do not have the luxery to use authentication before any actual conversion. Then this approach will work perfectly.
When testing an action like Conversion sounds great, you do not even care about user as a lifetime, but rather to which version reacted better/got converted.
Beside Round Robin, the LB/Proxy can also be used to make the cohorts, for example based on country, or limit an entire Test based on a property (example country, region, language, device, mobile vs web).
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Nevertheless, this would also be possible using load balancing, although it might require some customization.
Anyway, I use it for webshops, targeting new users. Most e-commerce websites do not have the luxery to use authentication before any actual conversion. Then this approach will work perfectly.
Good article though.
When testing an action like Conversion sounds great, you do not even care about user as a lifetime, but rather to which version reacted better/got converted.
Beside Round Robin, the LB/Proxy can also be used to make the cohorts, for example based on country, or limit an entire Test based on a property (example country, region, language, device, mobile vs web).