A/B testing
Split the traffic, declare the winner, move on.
One running experiment per widget, live KPIs every 60 seconds, and a winner you can declare once each variant clears 1,000 impressions.
No code. Free plan, no card.
Engagement
Every user interaction event, click, watch, add to cart
Visitors
284.1K
Clicks
7.9K
Click rate · 2.78%
Add to cart
154
ATC rate · 1.95%
Orders
248
Conv · 161.04%
Revenue
₹843.4K
Overall · 0.09%
Conversion funnel
Click → ATC
1.95%
Overall conv
0.09%
Daily add-to-cart · 30 days
Conversion by platform
| Platform | Add to cart | Checkout | Revenue |
|---|---|---|---|
| 153 | 12 | ₹620.4K | |
| TikTok | 38 | 2 | ₹104.2K |
| YouTube | 21 | 1 | ₹38.6K |
| Reviews | 14 | 1 | ₹52.1K |
| Manual | 22 | 2 | ₹28.1K |
01
Control versus one variant
Control (A) is your current layout. Variant B changes the layout, the CTA copy, the source filter or the overlay style. Traffic splits 50/50 when you hit Start; weighting is configurable.
Widget builder
Pick sources and a layout; the preview is the real renderer
Sources
- TikTok
- YouTube
- Hashtag
- Reviews
Layout
Products
AI tagging on
Add to cart inline
Live preview
02
Live counters, not a weekly export
Impressions, clicks, conversions and revenue per variant refresh every 60 seconds while an experiment runs, so you can watch a test in real time.
Engagement
Every user interaction event, click, watch, add to cart
Visitors
284.1K
Clicks
7.9K
Click rate · 2.78%
Add to cart
154
ATC rate · 1.95%
Orders
248
Conv · 161.04%
Revenue
₹843.4K
Overall · 0.09%
Conversion funnel
Click → ATC
1.95%
Overall conv
0.09%
Daily add-to-cart · 30 days
Conversion by platform
| Platform | Add to cart | Checkout | Revenue |
|---|---|---|---|
| 153 | 12 | ₹620.4K | |
| TikTok | 38 | 2 | ₹104.2K |
| YouTube | 21 | 1 | ₹38.6K |
| Reviews | 14 | 1 | ₹52.1K |
| Manual | 22 | 2 | ₹28.1K |
03
Significance you can check yourself
The engine runs a Welch z-test on binary outcomes (conversion rate, AOV uplift). It is the same calculation that ships in the free calculator at /tools/ab-significance.
4.8M
Events / day
180 ms
p95 ingest
12
Surfaces
04
Declare the winner once, everywhere
When each variant has 1,000 or more impressions, one click stops the experiment and promotes the winning variant on the widget. Slack, email and Klaviyo get the result.
Attribution
One order, three ways to credit it
Instagram reel
Day 1
Gallery click
Day 3
PDP video watched
Day 3
Checkout
Day 5
First touch
Last touch
Linear
Order value $118. Credit shown per touchpoint under each model.
How it works, from switched on to paying for itself.
- Step 1
Pick the widget
Any widget (PDP, PLP, homepage, collection, lookbook) hosts one running experiment at a time.
- Step 2
Define Control and B
Keep your current layout as A; change one thing for B.
- Step 3
Watch the counters
Per-variant impressions, clicks, conversions and revenue, refreshed every 60 seconds.
- Step 4
Declare the winner
Past 1,000 impressions per variant, promote the winner and the experiment stops.
“For fashion brands sitting on a lot of creator/UGC content, this has been a very effective way to turn that content into something far more measurable and conversion focused.”
What ships, and what does not.
Slack, email and Klaviyo notifications fire when a result reaches significance, so the team that ran the test hears about it without watching the dashboard.
- 01
One experiment per widget
Enforced in the dashboard so test scopes never collide. Starting a second test on the same widget stops the first.
- 02
Welch z-test for binary outcomes
The same engine ships in the public calculator, so you can check the significance figure yourself with the raw counts.
- 03
A versus B, not multivariate
If you need MVT or sequential testing, run it in a dedicated experimentation platform and bring the winner back to Idukki.
The questions to ask before you switch it on.
How many experiments can run at once?
One per widget, enforced in the dashboard so two tests never overlap on the same surface. You can run experiments on different widgets in parallel.
What can Variant B change?
Layout, CTA copy, source filter or overlay style. Keep the change to one thing per test so the result is readable.
When can I declare a winner?
Once each variant has 1,000 or more impressions. The counters and the significance test are visible the whole time.
Which plans include A/B testing?
Idukki pricing is impression-based rather than feature-gated: you pick a monthly impression band, and the comparison table at /pricing lists what every band ships. If you need a specific capability confirmed for your tier, ask us and we will show it to you on a call. The significance calculator at /tools/ab-significance is free for anyone.