Controllers designed to improve conversion rates by giving precise control over user journeys, experiment delivery, and content targeting. Built for teams that need reliable, measurable improvements in online and connected environments, these controllers streamline decision logic and integrate with existing analytics and commerce systems. Key benefits Increase conversions by delivering the right experience to the right user at the right time through targeted control of content, offers, and flows. Reduce development friction by centralizing experiment and personalization rules in a single controller layer. Improve measurement and iteration with consistent experiment delivery and clear instrumentation for analytics. Maintain operational stability with predictable performance and configurable deployment options. Core functions Manage traffic allocation and experiment assignment to ensure accurate A/B and multivariate testing. Control personalization and content rules to tailor experiences across web, mobile, and connected devices. Provide integration endpoints for analytics, tag managers, and commerce platform pipelines to capture outcomes and feed back into optimization cycles. Offer logging and audit trails for change tracking and reproducible experiments. Compatibility and deployment Designed to work with standard web, mobile, and headless commerce architectures and to integrate with common analytics and marketing systems. Available in both software and appliancefriendly configurations to suit cloud, onpremise, and hybrid deployments. Multiple size and configuration options support small test workloads up to volume production traffic. Material and build Software components follow portable packaging conventions for container and server deployments. Hardware options use industrystandard enclosures and connectors where physical deployment is required. Implementation choices prioritize reliability and maintainability to minimize operational overhead. Performance and scalability Engineered for lowlatency decisioning to avoid adding perceptible delay to user interactions. Scales horizontally to handle increases in concurrent users and experiment complexity. Provides configurable caching and rate controls to optimize resource use without compromising accuracy. Practical use scenarios Ecommerce site running seasonal campaigns uses controllers to split traffic between promotional experiences, measure uplift, and roll out the performing offer across product categories. Mobile app team delivers onboarding flows based on device type and referral source, using the controller to manage assignments and feed conversion metrics into analytics. Digital product team coordinates crosschannel experiments across web and connected devices, ensuring consistent experience rules and consolidated reporting for fast iteration. Who this is for Product managers, growth teams, and engineers who need a reliable layer for experiments, personalization, and traffic control. Operations teams that require predictable performance and simple deployment options for optimization tooling. Technical notes Integration requires standard endpoints for decision calls and event tracking. Size, material, and exact configuration options vary by model and deployment choice. Please consult specification documents for details relevant to a chosen configuration.