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Variant

What is a Variant?

A Variant is the core feature that defines what will be the actual output of a Content container. Variants contain the real content data (payload) and the rules (conditions) that determine when they should be served to users.

Key Concepts

  • Content Definition: Variants contain the actual data that users receive
  • Conditional Logic: Rules determine when each variant should be served
  • Dynamic Processing: Payload variables are replaced with real user context data
  • Traffic Control: Enable/disable variants without deleting them
  • Personalization Engine: The foundation of all personalized experiences

Variant Architecture

Core Components

Every variant consists of four essential elements:

  1. Name: Human-readable identifier for organization
  2. is_enabled: Boolean toggle for activation control
  3. Payload: JSON object containing the actual content data
  4. Conditions: Array of rules determining when to serve this variant

How Variants Work

When a user requests content: 1. Context Analysis: System evaluates user location, time, and attributes 2. Condition Matching: Checks which enabled variants match the user context 3. Variant Selection: Selects the appropriate variant based on conditions 4. Payload Processing: Replaces variables in payload with actual user data 5. Content Delivery: Returns the processed content to the user

Variant Components

Payload Structure

The payload contains your actual content as a JSON object: 

{
  "welcome_message": "Hello from {geo.city}!",
  "offer_text": "Special deals for {geo.country} customers",
  "personal_greeting": "Hi {attribute.user_name}!"
}

Condition Structure

Conditions determine when the variant should be served: 

[
  {
    "logic": "or",
    "rules": [
      {
        "attribute": "geo.city",
        "operator": "in",
        "values": [{"value": "Berlin"}, {"value": "Munich"}]
      }
    ]
  }
]

Common Use Cases

Geographic Personalization

  • Location-based content: Different messages for different regions
  • Compliance requirements: Region-specific legal or regulatory content
  • Language localization: Content in appropriate languages for each region
  • Cultural adaptation: Content that respects local customs and preferences

User Segmentation

  • Experience levels: Different content for new vs returning users
  • Account types: Premium vs free user experiences
  • Demographics: Age, gender, or interest-based personalization
  • Behavior patterns: Content based on past user actions

Time-Based Content

  • Business hours: Different content during operating hours
  • Seasonal campaigns: Holiday or seasonal promotions
  • Time zone awareness: Appropriate greetings based on local time
  • Day-of-week targeting: Weekend vs weekday content

A/B Testing and Experimentation

  • Message testing: Compare different promotional messages
  • Design variations: Test different layouts or visual elements
  • Feature rollouts: Gradually introduce new features to users
  • Performance optimization: Find the most effective content approaches

Variable System

Available Context Data

Variants can use dynamic variables from:

  • Geographic Data: {geo.country}, {geo.city}, {geo.region}
  • Time Information: {time.hour}, {time.weekday}, {time.today}
  • Custom Attributes: {attribute.user_name}, {attribute.premium_user}

Processing Example

Payload Template: 

{
  "greeting": "Good morning from {geo.city}, {attribute.user_name}!"
}

User Context: 

{
  "geo": {"city": "Berlin"},
  "attribute": {"user_name": "Anna"}
}

Final Output: 

{
  "greeting": "Good morning from Berlin, Anna!"
}

Getting Started

Ready to create your first variant? Follow our comprehensive Getting Started guide to learn how to set up variants with payloads and conditions.

Advanced Features

Payload Design

Learn about Payload structure, variable interpolation, and content organization for effective content delivery.

Condition Logic

Master Conditions to create precise targeting rules that determine when variants should be served to users.

Variants are where your actual content lives and where personalization happens. They transform static content into dynamic, context-aware experiences tailored to each user.