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Introduction to Variants
Introduction to Variants

Learn how we create and identify winning Variants - and why we create them in the first place.

Persado 1st Level Support avatar
Written by Persado 1st Level Support
Updated over 6 months ago

What are Variants?

A Variant is a marketing message that Persado generates, designed to outperform your control message; it is created using Persado's AI algorithm and proprietary marketing language database. Variants are at the heart of each of your campaigns: They are the messages we broadcast to your customers.

Our Variants:

  • Account for your brand voice and tone

  • Are always approved by you and your team prior to deployment

  • Can either be created for you by the Persado team, or by you if you’re using our self-service tool.

Variant Generation

We use the following tools to create Variants:

  • Proven cutting-edge AI technology and machine learning

  • Our database of 1M+ tagged words and phrases trained for enterprise communications

  • Our ontology of language mapped to human emotions (the Wheel of Emotions)

  • Custom language models for your brand

  • Industry insights to guide and grow the enterprise.

Want to Know More?

  • Visit this document to learn more about how to review and approve Variants in Portal if you’re leveraging Managed Services.

  • Visit this document to learn how to create Variants on your own if you’re using self-service.

Variant Deployment and Analysis

Once you’ve approved Variants, you’ll either deploy them as usual following your standard process, or Persado will assist you with the deployment. The way we deploy content varies depending on your agreement type, so check out the links before for more information:

  • Deployment for self-service Variants. We recommend selecting 2 to 4 Variants to test against your control (if you have one).

  • Deployment for Predictive Content or Full Experiment Variants. For Predictive Content, we typically test 4 Variants in addition to the control you provide, but we can test as few as 1. When you’re running an Experiment, where we employ experimental design, we typically test 16 Variants plus your control.

Next, data inputs based on your audience’s engagement power the reporting that you’ll see in Portal. Regardless of the type of campaign you’re conducting, you’ll be able to view impressions, clicks, and any other KPIs you’ve aligned on with the Persado team. To access these metrics, simply click into the campaign once its stage changes to “Reports Available.” You will automatically be taken to the data gained from that campaign.

In the graph below, for example, you can see which Variants had the highest conversion rate, the total impressions, and the best lift, among other metrics. You can also review which types of language and tags are high-performing within your audience. You can learn more about reporting specific to self-service here, and for managed services like Experiments and Predictive Content here.

Experimentally designed Variants produce even more insights about what’s working with your audience. For more information on these insights, we recommend reading our article on Experimentally Designed Variants.

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