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Merchant

What is Apex?

A plain-language overview of Apex, the core A/B testing concepts, and how the storefront SDK, Worker, and dashboard fit together.

Apex is an experimentation platform for ecommerce teams. It helps you test storefront changes, measure which version performs better, and keep experiments safe enough to run on a live store.

Use Apex when you want to answer questions like: does this product page message increase add-to-cart clicks, does a new trust badge improve checkout starts, or does a different landing page convert more visitors?

The core workflow

  1. Create an experiment in Apex.
  2. Choose the page, audience, traffic split, and success metric.
  3. Build one or more variations.
  4. QA the preview.
  5. Launch the test.
  6. Watch results, guardrails, and revenue signals.
  7. Pause, complete, or archive the experiment when you have enough evidence.

Core concepts

An experiment is the test itself. It owns the name, status, target page or audience, traffic allocation, schedule, metrics, QA state, and results.

A variation is one version inside an experiment. The control is the unchanged version. Other variations can include visual edits, CSS, JavaScript, landing-page changes, or feature-flag values depending on the test type.

A goal is the action that defines success. Common goals include clicks, pageviews, custom events, and revenue. Experiments should have one primary goal so Apex knows which result matters most.

An assignment is the version a visitor receives. Apex keeps assignments sticky so a visitor does not bounce between versions during the same experiment.

Guardrails are safety rules and warnings around launch, runtime, sample health, revenue, and interpretation. They help you avoid calling a winner too early or ignoring obvious risk.

How the pieces fit

The Apex dashboard is where your team creates experiments, manages goals, reviews QA, launches tests, and reads results.

The Apex SDK runs on the storefront. It loads the active experiment config, checks targeting, assigns visitors to variations, applies changes, and sends events.

The Apex Worker sits at the edge. It serves the shop-specific snippet and experiment config, receives storefront events, handles preview and routing paths, and forwards analytics events for reporting.

Analytics events land in the event pipeline and power dashboards for visitors, conversions, revenue, funnels, heatmaps, and experiment results.

Install paths

Choose the install path that matches your store: