experiment

name	experiment
description	Set up A/B tests, personalization variants, and monitor experiment results — hypothesis-driven testing with statistical significance tracking

Run Storefront Experiment

Set up A/B tests, personalization variants, and monitor experiment results — hypothesis-driven testing with statistical significance tracking

Context

• conversion-psychology: > When to load: ALWAYS. Read before generating any ecommerce page.

Workflow

Storefront Analytics & Experiments

Access page performance data and manage A/B experiments.

Analytics Tools

Page-Level Deep Dive

get_page_analytics(page_id)

Returns: CVR, bounce rate, time on page, traffic sources, device split, top-performing sections.

Time Series Trends

get_analytics_timeseries({ metric: "conversions", period: "daily", range: "30d" })

Returns: daily/weekly trends for hits, conversions, revenue, AOV.

Revenue Attribution

get_attribution({ page_id? })

Returns: ROAS by channel, revenue per page, top campaigns driving conversions.

A/B Testing Flow

1. Create Experiment

create_ab_test({
  page_id: "...",
  variants: [{ blueprint_id: "...", weight: 50 }, { blueprint_id: "...", weight: 50 }]
})

2. Monitor Results

get_experiment_results(experiment_id)

Returns: CVR per variant, statistical significance (mSPRT), sample sizes, winner recommendation.

3. Scale Winner

scale_winner(experiment_id, { variant_id: "..." })

Scales winning variant to 100% traffic, marks experiment complete.

Best Practices

• Wait for statistical significance before scaling winner
• Minimum ~1000 visitors per variant for reliable results
• Check device split — a variant may win on mobile but lose on desktop
• Use get_attribution to understand which traffic sources convert best
• Compare page analytics before/after changes to measure impact

Personalization Variant (Persona-Specific Page Versions)

Create targeted page variants adapting messaging, imagery, social proof, and CTAs to each audience segment's motivations and objections.

Prerequisites

• Base page exists (the page to personalize from)
• Personas defined or user describes target audiences
• Brand kit available (shared across all variants)

Workflow

Step 1 — Context Gathering

get_workspace_details()          → workspace ID, plan tier
get_connected_stores()           → store domain, Shopify data
get_brand_kit()                  → logo, fonts, colors, voice, radius

These three calls ALWAYS run first. No exceptions.

Step 2 — Load Personas and Base Page

list_personas()

Review available audience segments. If none exist, define inline: name, demographics, pain points, motivations, objections, buying stage, tone preference.

get_page(page_id)
get_page_content(page_id)

Understand current structure, copy, and section types. This is the default variant.

Step 3 — Plan Persona Adaptations

For each selected persona, identify what changes (ordered by conversion impact):

Priority	Element	Personalization Strategy
1	Hero headline + subheadline	Tone shift: urgent for deal-seekers, aspirational for status-seekers (+202% CVR)
2	Hero image	Demographic match: age, lifestyle, environment
3	Social proof selection	Relevant testimonials matching persona's concern
4	CTA text	Motivation match: savings-focused vs quality-focused vs speed-focused
5	Section ordering	Pain-first for problem-aware, solution-first for solution-aware

Not everything changes. Keep brand identity (colors, fonts, logo) consistent across all variants.

Step 4 — Source Persona-Matched Assets

For each persona:

search_design_library({ query: "<persona-relevant imagery>" })

Find images reflecting the persona's world. Generate if needed:

generate_asset({ prompt: "...", demographic: "<persona context>" })

Step 5 — Create Each Variant

For each persona:

create_page_variation(page_id, {
  name: "<persona_name> variant",
  changes: {
    sections: [
      { section_id: "hero", html: "...", css: "..." },
      { section_id: "social-proof", html: "..." },
      { section_id: "cta-block", html: "..." }
    ]
  }
})

All variants use the same --lx-* CSS variables (brand stays consistent). Only content, imagery, and tone change.

Islands remain identical across variants -- only the surrounding copy/imagery adapts:

<div data-island="BuyBox" data-props='{"product":{"title":"...","price":"$29.99","variants":[...]}}'></div>

Step 6 — Validate All Variants

For each variant:

validate_vibe_page(variant_page_id)

Ensure all render correctly, islands work, mobile intact.

Step 7 — Visual Verification (Each Variant)

Use Codex Browser to open every variant preview, capture desktop and mobile screenshots, and inspect the rendered result. If Browser is unavailable, provide the preview URLs and state that visual verification remains manual.

Checklist (per variant):

• Headline tone matches persona (urgent vs aspirational vs analytical)
• Hero image reflects persona demographic
• CTA language aligns with persona motivation
• Social proof relevant to persona's concerns
• Brand identity consistent (--lx-* variables unchanged)
• Mobile layout intact
• Islands hydrated correctly

Step 8 — (Optional) Set Up Persona-Targeted Experiment

create_ab_test({
  page_id: base_page_id,
  variants: [
    { page_id: variant_a_id, weight: 33, targeting: { persona: "deal-seekers" } },
    { page_id: variant_b_id, weight: 33, targeting: { persona: "quality-seekers" } },
    { page_id: base_page_id, weight: 34, targeting: { default: true } }
  ]
})

Traffic routes to matching persona variant based on UTM/audience signals.

Decision Points

Question	Decision
Which personas?	Top 2-3 highest-value segments (by revenue or volume)
What to personalize?	Headlines + hero image + CTA = highest impact; start there
Full rewrite or selective?	Selective: 3-5 elements max per variant to isolate impact
Auto-assign or manual?	Auto if UTM/referrer identifies segment; manual for broad traffic
How many variants?	2-4 max -- more variants need more traffic for significance

Quality Gates

• Each variant feels genuinely tailored (not just a headline swap)
• Imagery matches persona demographic and psychographic profile
• CTA language aligns with persona motivation
• Social proof relevant to persona (industry-matched, use-case-matched)
• All variants share same --lx-* brand identity
• Each variant passes validate_vibe_page independently
• Tone consistent within each variant (headline tone = body copy tone)
• Structural integrity maintained (no broken sections or islands)

A/B Test Variant (Hypothesis-Driven Experiment)

Clone an existing page, apply a single focused change based on a clear hypothesis, launch a controlled experiment, and monitor for statistical significance via mSPRT.

Prerequisites

• Target page exists and is published (needs traffic)
• Sufficient traffic (minimum 200 daily visitors, recommend 500+)
• Clear metric to optimize (CVR, AOV, bounce rate, scroll depth)

Workflow

Step 1 — Context Gathering

get_workspace_details()          → workspace ID, plan tier
get_connected_stores()           → store domain, Shopify data

These two calls ALWAYS run first. No exceptions.

Step 2 — Load Current Page and Baseline

get_page(page_id)
get_page_analytics(page_id)

Record baseline performance:

• Conversion rate (primary metric)
• Bounce rate, average time on page
• Scroll depth, CTA click-through
• Revenue per visitor

This is the control to beat.

Step 3 — Formulate Hypothesis

Structure: "Changing [element] from [current] to [proposed] will improve [metric] by [estimated %] because [reason based on user behavior]."

Document the hypothesis BEFORE creating the variant. Not post-hoc.

Common high-impact tests (ordered by typical lift):

1. Hero headline copy (+5-15% CVR)
2. CTA button color/text (+3-10% CTR)
3. Social proof placement (+5-22% depending on type)
4. Hero image: lifestyle vs product-focused (+8-12%)
5. Section ordering: problem-first vs solution-first (+3-7%)
6. Price anchoring: was/now vs % off (+4-8%)

Step 4 — Create the Variant

duplicate_page(page_id)

Creates exact copy. Then apply the SINGLE focused change:

update_page_section(variant_page_id, section_id, { html, css, settings })

RULE: ONE change per test. Multiple changes make attribution impossible.

All styling via --lx-* CSS variables. Islands unchanged unless the test specifically targets island props:

<div data-island="BuyBox" data-props='{"product":{"title":"...","price":"$29.99","variants":[...]}}'></div>

Step 5 — Validate Variant

validate_vibe_page(variant_page_id)

Ensure variant renders correctly, all islands work, mobile intact.

Step 6 — Visual Verification

Use Codex Browser to open the variant preview, capture desktop and mobile screenshots, and inspect the rendered result. If Browser is unavailable, provide the preview URL and state that visual verification remains manual.

Checklist:

• The ONE change is clearly visible
• Everything else identical to control
• Mobile layout intact
• Islands hydrated correctly
• No unintended side effects (broken spacing, color bleed)

Step 7 — Launch Experiment

create_ab_test({
  page_id: page_id,
  hypothesis: "Changing [X] will improve [metric] because [reason]",
  variants: [
    { page_id: page_id, weight: 50, name: "Control (A)" },
    { page_id: variant_page_id, weight: 50, name: "Variant (B)" }
  ],
  primary_metric: "conversion_rate",
  minimum_sample: 1000
})

50/50 split is standard. 80/20 only for high-traffic pages testing risky changes.

Step 8 — Monitor Results

get_experiment_results(experiment_id)

Returns: CVR per variant with confidence intervals, statistical significance (mSPRT), sample size, winner recommendation, secondary metrics.

RULES:

• NEVER call a winner before mSPRT reports significant: true
• Minimum 1000 visitors per variant for evaluation
• Check device split (variant may win mobile, lose desktop)
• Monitor secondary metrics (winning CVR but tanking AOV is not a win)

Step 9 — Scale Winner

Only when significant: true:

scale_winner(experiment_id, winning_variant_id)

Routes 100% traffic to winner. Marks experiment complete.

If no winner after 2000+ visitors per variant: the change has no meaningful impact. Stop test, formulate bolder hypothesis.

Decision Points

Question	Decision
What to test first?	Highest impact, lowest effort: headline > CTA > hero > layout
Traffic split?	50/50 default; 80/20 for high-traffic + risky changes
When to check?	After 500+ visitors per variant; avoid daily peeking
When to stop?	Significant result OR >3000 visitors/variant with no signal
Variant loses?	Document learning, revert to control, new hypothesis
Multiple tests?	Only on DIFFERENT pages; never two tests on same page

Quality Gates

• ONE change per test (scientific rigor -- isolate the variable)
• Hypothesis documented BEFORE variant creation
• Minimum 1000 visitors per variant before evaluating
• Statistical significance required (mSPRT p<0.05) before declaring winner
• Both variants pass validate_vibe_page
• Control remains untouched for test duration
• Secondary metrics monitored alongside primary
• Learning documented regardless of outcome (losses teach as much as wins)
• Wait for mSPRT -- never call early based on gut feeling