You can distribute test segments across a maximum of 12 simultaneous A/B tests, as long as the total number of segments for all active A/B tests doesn't exceed 12. Each A/B test can have up to five unique test segments, one of which is always the control group. Each test segment targets a portion of the total test participants. Participation in the control group results in a storefront experience that is the same as if the A/B test did not exist. Participation in one of the other segments results in a modified storefront experience that represents one or more changes to the control group experience.