Introduction

Take your A/B testing analysis to the next level by leveraging Segment's powerful analytics capabilities with Optimal UX. This integration allows you to analyze experiment results directly within Segment's interface, making it easier to understand user behavior across different experiment variants and combine this data with your existing analytics workflow.

Why Use Segment for A/B Test Analysis?

• Group users based on experiment participation

• Track experiment data alongside other analytics events

• Create comprehensive user segments across experiments

• Analyze experiment impact using familiar Segment tools

• Maintain consistent analytics across your entire data stack

Step-by-Step Integration Guide

Enable the Integration

1. Access your Optimal UX dashboard

2. Navigate to Settings > Integrations

3. Find the Segment integration card

4. Enable the integration toggle

Understanding Data Flow

When enabled, Optimal UX automatically adds users to Segment groups based on their experiment participation:

• Users are added to groups using the analytics.group() function

• Group names follow the format: Experiment [slug] ([variant name])

• Example: For an experiment with slug "xyz123" and variant "Variant B", the group would be Experiment xyz123 (Variant B)

Security Note: Optimal UX uses experiment slugs instead of full experiment names to ensure data security.

Using Experiment Data in Segment

Accessing Experiment Groups

1. Open your Segment workspace

2. Navigate to the Groups section

3. Look for groups starting with "Experiment"

Creating Segments

Build powerful segments based on experiment participation:

1. Access Segment's Personas

2. Create a new segment

3. Filter by experiment group membership

4. Select the specific variant group to analyze

Analysis Capabilities

• Compare conversion metrics between variant groups

• Track user journeys within experiment variants

• Create multi-touch attribution models including experiment data

• Analyze cross-experiment interactions

Conclusion

The integration between Optimal UX and Segment enables teams to analyze A/B test results within their existing analytics infrastructure. By leveraging Segment's group analytics capabilities, you can gain deeper insights into how different variants affect user behavior and make data-driven decisions with confidence.