1 Visitor 1 Experiment

When running multiple experiments simultaneously on your site or application, visitors may be exposed to several experiments at once. This can impact results, as experiments may influence each other.

To prevent this, Feature Experimentation and Rollout lets you limit each visitor to one experiment at a time, even when multiple experiments are running.

Where to find the 1 Visitor 1 Experiment Option

You can configure the Visitor Experiment Option at the environment level:

Settings → Feature Experimentation → Environment Settings

This option applies to all Feature Experimentation campaigns running in the selected environment.

1 Visitor 1 Experiment enabled

When this option is set to true, a visitor can be exposed to only one experiment at a time.

If multiple experiments are running, the visitor is assigned to the first eligible experiment they encounter, and will not be exposed to any other experiment.

This option only affects A/B campaigns.

All Personalization and Feature Toggle campaigns continue to work as expected.

1 Visitor 1 Experiment disabled

When this option is set to false, visitors may be exposed to multiple experiments during their journey.

This is the default behavior when no limitation is applied.

Important considerations

Decision API only

This feature is only available with Decision API. Bucketing-based implementation, are not supported.

Impact on Traffic distribution

Enabling this feature affects experiments on different pages.

Example: If you have experiments on the home page and cart page, visitors who land on the home page first will only see the home page experiment. They won't be included in the cart page experiment.

Result: Experiments on deeper pages (product pages, checkout steps, confirmation screens etc.) receive significantly less traffic, requiring more time to reach statistical significance.