# Experiments

> The experiments feature uses A/B testing to compare the performance of two rule effects against each other in a single campaign. It does this by assigning customers to one of two variants and applying an effect to each variant. This allows you to optimize your campaigns to boost profitability and drive customer engagement.

> For the complete documentation index, see [llms.txt](https://docs.talon.one/llms.txt).

An experiment functions as a controlled environment for a campaign and contains the A/B
testing settings and results. Clicking a campaign controlled by an experiment opens that
same experiment, where you can manage settings and review results.

:::important Limitations

Currently, you cannot use the following features with experiments:

- [Applications](/docs/product/applications/overview) with
  [campaign staging and revisions](/docs/product/applications/manage-general-settings#campaign-staging-and-revisions)
  enabled.
- [Strikethrough pricing](/docs/product/rules/strikethrough-pricing.md) is not supported
  in the Rule Builder of
  [active experiments](/docs/product/campaigns/experiments/create-experiments.md#activate-an-experiment).
- [Blueprints](/docs/product/rules/blueprints) are unavailable in the Rule Builder of
  experiments.
- [Events](/docs/dev/concepts/entities/events) other than **Customer Session Update**
  cannot trigger experiments. Experiments require a [customer session
  update](/integration-api#tag/Customer-sessions/operation/updateCustomerSessionV2) to be
  triggered.
- Anonymous [customer sessions](/docs/dev/concepts/entities/customer-sessions) are ignored
  by experiments. Experiments can only track sessions linked to a
  [customer profile](/docs/dev/concepts/entities/customer-profiles).
  
:::

:::note
Do not use the experiments feature to engage in unlawful price discrimination or target
individuals based on protected characteristics like race, gender, or religion.
:::

## Related pages

- [Create experiments](/docs/product/campaigns/experiments/create-experiments.md)
- [Experiment goals](/docs/product/campaigns/experiments/experiment-goals.md)
- [Manage experiments](/docs/product/campaigns/experiments/manage-experiments.md)
- [Campaigns](/docs/product/campaigns/overview.md)