Create content variations

You may want to create a content variation aimed at optimizing content performance and user engagement. For example:

• A/B testing – Content variations test different versions of a page or content element to determine which performs better in terms of user engagement, conversion rates, or other key metrics.
• Personalization – Variations enable personalized content delivery based on user segments, demographics, or behaviors, leading to a more tailored and relevant user experience.
• Localization – Use different content variations for different languages or cultural preferences, ensuring content resonates with a global audience.
• Seasonal campaigns – Variations let businesses adapt content for seasonal promotions or campaigns without altering the original content structure.
• Content optimization – By experimenting with different headlines, images, or calls-to-action, businesses can optimize content to improve SEO and user interaction.
• Flexibility in content management – Variations provide content managers with the flexibility to iterate and innovate quickly, responding to market trends or user feedback without disrupting the original content.

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Use Content Variations with Optimizely Graph

If you are using Optimizely Graph to retrieve content, you can filter and query content variations directly in your GraphQL queries. GraphQL queries must, by default, only return items that do not have any value in the "variation" field.

Add a content variation

1. Select a page from the content tree.

2. Select Variations > Add variation. The Add variation window displays.

   

3. Enter a name for the content variation. Do not start with a number or add spaces. The following example shows WinterCampaign.

   

4. Click Add variation. The variation (WinterCampaign) displays in the Variations drop-down list.

   

Edit a content variation

1. Select Variations > WinterCampaign. The variation of the original displays.

   

   Because the variation is a version of the page, you can see it in the Version gadget with an icon.

   

2. Make changes to the variation of the original.

3. You can toggle between the original and the variation as you make changes.

4. Publish the variation.

5. If you subsequently update the variation again, another version displays in the list of versions because each variation has the same publication cycle as the language version.

   

Add a variation from a variation

1. Select Variations > Add variation. The Add variation window displays

2. Enter a name for the content variation. Do not start with a number or add spaces. The following example shows SummerCampaign

   

3. Select a variation from the Copy from field; in this case, select WinterCampaign.

4. Click Add variation. The SummerCampaign variation starts out as a copy of the WinterCampaign variation and displays in the Variations list.

   

Promote a variation to the original content

If you make changes to a variation that you want to become the baseline for further variations, you can promote a variation to overwrite the original.

1. Go to the variation you want to become the original.
2. Go to the Publish (Options) menu and select Copy changes to Original.