With the new A/B Testing feature in the Tweakwise App, you make decisions based on facts instead of assumptions. You can easily run tests with Merchandising Builder, comparing grid layouts, visual components, and campaigns on your lister pages. You can also experiment with filtering by adjusting order and visibility, and with sorting by testing different sort options, each with their own logic, against each other. The tool shows you whether there is a clear winner or no measurable difference. This ensures your decisions are always well-founded and based on reliable insights.

This way, you quickly discover what truly works for your platform and what resonates most with your visitors. You steer more effectively with data, accelerate optimizations, and avoid costly assumptions. The result: higher conversion, more relevance, happier customers, and sustainable growth for your online platform.

Introduction

Tweakwise A/B Testing runs entirely within the Tweakwise platform. Variant assignment, distribution, and evaluation are handled server-side. Your implementation only needs to supply the required identifiers and events to enable consistent variant exposure and accurate measurement.

This guide outlines the exact technical requirements for developers integrating A/B testing via API or Tweakwise JS.

Integration-Agnostic

A/B testing works the same for:

• Delivery API integrations
• Tweakwise JS
• Hybrid setups

No A/B-specific code is required on your side: Tweakwise returns the correct variant based on the user’s ProfileKey.

Requirements

1. profilekey on every request

Tweakwise must receive a stable user identifier with every request to ensure consistent variant assignment.

Requirements

• You generate the profileKey (Tweakwise does not create it).
• Include it in all Delivery API requests.
• The key must remain stable during the user session and ideally longer.

Reference
Personalization & A/B testing

2. Event Tag implementation

A/B test reporting depends on Event Tag data. You must send at least the following events:

• sessionstart: used for traffic and experiment entry
• purchase: required for measuring conversions and revenue impact

If these events are missing or incomplete, A/B test results will be unreliable.

Reference
Event Tag

Notes

• Cache: if your webshop uses caching of requests to Tweakwise, vary by profilekey.
• Personalization: if personalization is already implemented, most prerequisites for A/B testing are already covered. In that case, the only remaining step is to ensure the Event Tag implementation is set up or validated.

Checklist