Web Layers

General info

Weblayers are campaigns that are executed directly on the webpage on the specified subpages to a specified audience. The specification is executed using HTML/CSS/Javascript. They are not pop-ups, and will not be blocked by pop-up blockers. Web layers generate automatic “banner” events when being interacted with, such as serve (when it is being requested and downloaded to customer), show, click, close, etc.


Weblayers have multiple different uses, and are generally good as Call-to-action solutions. Some of the uses are below:

  • Displaying important information – As the web layers are over other content of the web page, they are good for highlighting information that is already available, but could have been overlooked in the web page itself, e.g. free shipping.
  • Subscription – You can use buttons in web layers to incentivize subscription to push notifications or newsletters.
  • Gathering information – Web layers can be used as surveys or to update customer attributes.
  • Webpage modification – Web layers can used to change components of the webpage where they are displayed. This is especially useful when A/B testing different variants of e.g. color of a CTA button.

In order to create powerful value-bringing web layers, it is important to understand one’s goals in using them.

Creating a web layer

Web layers are created in the campaigns section and consist of 4 important parts.

  1. Design
  2. AB test setup
  3. Settings
  4. Launch summary


In the design part, you define the visual and the behavioral part of the web layer. In this part, you can select one of the predefined templates of web layers for easy usage. If there are two different web layers of the same type on a web page, only one of them will be displayed, and this is chosen by random.

Web layers creation

Each template has its own predefined variables that you can easily change in the visual editor, e.g. text or colors. It is also possible to see the web layer on a specific URL using the onsite preview. You can specify variants separately, and each variant can be based on a different template. More advanced visuals, such as setting a picture as a background, can be set using HTML/CSS in the code editor.

Behavior of each template can be changed in the code editor. This can be used to change the behavior on the web page using JS, or to add multiple advanced conditions to code, that cannot be specified using the general settings of the web layer, such as gaining information about contents of the cart. You can also call another web layer from Exponea, or access information from various components, such as metrics or reports.

A/B test setup

In this part, you can set the ratios of showing the different variants to the customers. These are probabilities of occurrence, so it is possible that the results will not match these percentages, mainly when small samples are presented. Control group by default does not show any variant. If there are any conditions specified in the JS in the design part, it is important to create a custom control group which will have the same conditions, but will not show any visual part of the web layer. This is important to have homogeneous groups so that web layer evaluations can be done properly.

Optimize automatically

Exponea allows the usage of AI to determine the best performing variants of the web layer and then preferring these variants over the less performing ones. However, even low performing variants will be still used in a small percentage of cases, so that the AI can continuously test for any changes in performance. In case of such changes, AI changes its preference as well, always choosing the best alternative. In the beginning, all alternatives have the same probability. This feature takes the conversion goal that is set in the settings into consideration.

This feature will maximize the effect gained from A/B testing.


In Settings you define a conversion goal, display settings and audience for the web layer.

  • Conversion goal – changes the behavior of the automatic A/B tests, and alters the automatically generated reports for the web layer
  • Schedule – you can choose to display the web layer instantly or set a specific date frame for its appearance
  • Show on – you can choose the webpages the web layer will be shown on: every page, page with specific URL, page containing URL or by creating a regular expression, where you define a particular set of URLs
  • Target devices – you can select devices, where the web layers should be shown
  • Display you can choose to display the web layer: Until interaction, Once, Once per visit or Always  
  • Audience you can choose to show web layers to everyone or to specify a customer filter 

Web layers settings


Launch summary

This section provides last check before the web layer is brought to production and shows a summary with the visual design as well as the main settings.

Web layers launch summary