Variants

What Are Variants?

If segments define who you're targeting, variants define what they see. A variant is a specific piece of content, a destination URL, or a behavior that you assign to a specific segment.

Every rule in GeoSwap follows this pattern: pick a segment, then define a variant for it. That's it. The segment says "who matches," the variant says "what happens."

How Variants Work

Every product in GeoSwap uses the same segment-to-variant pattern. The workflow looks the same whether you're setting up a redirect, a notification bar, or a content swap.

Create a rule

Pick the product you need (redirects, content, bars, etc.) and create a new rule. Give it a name and set the page where it should apply.

Add variants

Each variant pairs a segment with what that audience should see. Add as many variants as you need — one for each audience you want to differentiate.

Set priorities

If a visitor could match multiple variants, the highest-priority variant wins. Lower numbers are checked first. The first match is the one that fires.

Variants Across Products

A "variant" means something slightly different depending on which product you're using. Here's what a variant controls in each one.

Product

What a Variant Controls

Geo Redirects

Destination URL per segment

Geo Content

HTML content, show/hide elements per segment

Geo Bars

Bar message, CTA button, and dismissal behavior per segment

Geo Popups

Popup content per segment

Geo Blocks

Block mode (message, popup, or redirect) per segment

Geo Currencies

Target currency per segment

Geo Links

Destination URL per segment

Priority & Fallback Chains

When a visitor arrives, GeoSwap checks your variants from highest priority to lowest. The first variant whose segment matches the visitor is the one that fires. If none match, nothing happens (unless you have a catch-all).

This is why the All Countries segment is so useful as a fallback. Place it at the lowest priority, and it catches everyone who doesn't match a more specific variant.

Device Targeting

Variants in content rules, bars, and popups can also target by device type. This lets you combine geo-targeting with device targeting for precise control.

A/B Testing with Variants

Any variant can split traffic between two versions. Set a percentage — say 70/30 — and GeoSwap will randomly assign visitors within that segment to one version or the other. Track performance in your analytics dashboard to see which version drives more clicks, conversions, or engagement.

Learn more in the A/B Testing guide.

Tips

Start simple: one segment, one variant per rule. Add more variants as you learn what resonates with each audience.

Always add an "All Countries" fallback variant at the lowest priority. This ensures every visitor gets an experience, even if they don't match your specific segments.

Use the analytics dashboard to compare variant performance by segment. This data tells you which audiences respond to which messages.

When testing, create your rule with just two variants first. Once you see results, add more segments to get more granular.

Give your variants descriptive names in the dashboard — "EU GDPR Notice" is easier to manage than "Variant 2."

Combine geo and device targeting for maximum precision. A US mobile popup and a US desktop bar can run side by side.