How AXO works
AXO changes selected parts of your website for different visitors, then measures whether those changes help people complete your goals.
What changes on your site
For example, you can show a comparison-focused headline to visitors who browse several products. Your original headline stays in place for visitors who receive no matching variant.
- A zone is the part of a page AXO can change, such as a headline or banner.
- A variant is alternative content for that zone.
- A segment is a group of visitors who meet audience criteria.
- A goal is the outcome you measure, such as a purchase or form submission.
You choose the zones, content, audiences, and publishing settings. AI can suggest zones and draft content. Where variants compete, the optimizer adjusts their traffic shares using conversion evidence.
Measure the result
A holdout group receives the original experience so you can compare outcomes. Start with one zone and one variant, then review results in Performance and lift.