A/B testing provides a lot of opportunities when it comes to improving your current ecommerce experience. A/B test various user-oriented features your Magento 2 website offers to find out what can be changed and how it should be changed. By testing two different variations of the same feature, you will find out which one works better.


Configure Google Analytics Content Experiments for your test
  1. Log in to your standard Google Analytics account here
  2. Select your live site account  and go to Behaviour > Experiments
  3. You are now presented with the Experiments Overview
  4. Click New Experiment

Setting up the test
  1. Enter in the full URL for your experiment (default Magento 2 checkout e.g.) mysite.com/checkout
  2. Enter a name for the page
  3. Enter your URL for Variant 1 (IWD Checkout Suite e.g.) mysite.com/onepage
  4. Click Next Step to get your code
  5. Click Manually insert the code
  6. Select and copy to get your Google Experiment code

Note: for the e-commerce testing you should enable the E-commerce option in a GA account.

Part 1: Configuring IWD Checkout Suite

Setting up the test
  1. Once you have your code: you need to firstly enable Content Experiments by going to Configuration-> Sales -> Google API -> enable the feature -> add your GA account number ->  changing the Enable content experiments option to ‘Yes’
  2. To enable the A/B testing in the IWD Checkout Suite you should goning to  Configuration-> IWD Agency -> Checkout Suite -> set Yes for the Use IWD's Guest Checkout Experience option.
  3. In the current page you should enable the Google Analytics Web Experiments feature and paste your Google Experiment code to the field
  4. Magento will ask you refresh your caches which once you are done, you are ready to start preparing your test.


Go back to Google Analytics Content Experiments and click Start Experiment.

Use Google Chrome’s incognito or Firefox’s private browsing mode to look at the page you are testing. This will make Magento think you are a new user and give you a different version of the page.  
If you look at the URL, you will also be able to  see that Google Content Experiments has added some extra details to weburl.  The “utm_expid” shows that Google has successfully included this page as part of its testing.

By doing A/B testing, you have done more than most companies do, to understand your users. Hopefully, you will have discovered something new to improve your pages’ performance.  

Share your results with your team. If it worked great or not, you have learned more about your customer and can improve your next test.
Add a new metric to the dashboards and reports that you send to your CEO or board every month. Perhaps the number of tests completed or how many improvements will be made based on the results of your test.