---
title: Experiments Settings
description: Enable Experiments, choose an experiment goal, and set the storefront traffic allocation.
---

Experiments Settings configures automated storefront experiments for an eligible published store. Use it when you intentionally want Runner to optimize one selected business goal with part of your live traffic.

## What this covers

You will know how to enable the Beta setting, choose a goal and traffic allocation, save it, and recognize starting or stopping states.

## Availability and prerequisites

- **Experiments** is a conditional Beta page and is hidden unless enabled for the account.
- The store must be published. A draft shows a publish-first unavailable state.
- Enabling Experiments requires agreement to the linked **Experiments Terms**.
- Changing live experiment settings can affect storefront visitors. Review the selected goal and traffic before saving.

## Entry path

Inside an eligible project, select **avatar → Settings → Store → Experiments**.

## Controls

| Entry or button | Why it is useful | What happens next |
| --- | --- | --- |
| **Enable Experiments** switch | Reveal or stop the store's Experiments configuration. | Turning on reveals goal and traffic controls; Save submits the enabled configuration. Turning off an active configuration starts stopping it. |
| **Experiments Terms** | Review the terms attached to enabling the Beta. | The legal section opens in a new tab. |
| **Define Your Goal** | Tell Runner which metric the experiment should improve. | Selecting a goal marks that card as active. |
| **Traffic** slider/input | Choose the share of storefront traffic allocated to experiments. | The value stays within the displayed minimum and 100%. |
| Quick percentage buttons | Choose a common traffic value. | The slider and numeric value update together. |
| **Save** | Apply the enabled goal and traffic settings. | Runner starts the configuration operation and disables controls until it finishes. |

Available goals include Conversion Rate, Add-to-Cart Rate, Checkout Initiated Rate, Banner Engagement Rate, Button Click-through Rate, and Average Order Value.

## Configure Experiments

1. Publish the store, then open **Store → Experiments**.
2. Read the Beta description and **Experiments Terms**.
3. Turn on **Enable Experiments**.
4. Select one goal.
5. Choose a traffic allocation at or above the displayed minimum.
6. Review the selected goal and percentage.
7. Select **Save**.
8. Wait for the starting status to finish and confirm the saved state before leaving.

## Stop Experiments

1. Return to the same store's Experiments settings.
2. Turn off **Enable Experiments**.
3. Wait through **Stopping experiment, please wait…**.
4. Confirm the disabled state after the operation ends.

Do not repeat the toggle while an operation is in progress.

## States and limits

- An unpublished store shows that the feature is not currently available and asks you to publish first.
- **Starting experiment, please wait…** blocks concurrent changes.
- **Stopping experiment, please wait…** blocks concurrent changes.
- Goal is required before Save.
- Traffic is constrained to the displayed minimum through 100%.
- The whole settings entry can be absent for accounts without the feature.

## Troubleshooting

- If Experiments is missing, do not rely on a copied direct link; the feature is not enabled for the account.
- If the page asks you to publish, complete publishing before configuring a live experiment.
- If Save reports that a goal is required, select one goal card and retry.
- If controls are disabled, wait for the current starting or stopping operation to finish.
- If the saved state is unclear, reopen the page before toggling again.

## Related guides

- [Store General](./store-general)
- [Subscription plans](../plans-and-billing/subscription-plans)
- [Account and Settings overview](./)