---
title: Experiments
description: Choose a store goal and traffic allocation, launch Experiments, and follow experiment cycles and proposed changes.
---

Experiments let Runner test controlled storefront variations against a selected business goal.

## Entry path

Open a store project → **More** → **Experiments**.

## Before you start

- Publish the store and confirm it can receive real traffic.
- Choose one primary goal that matches the store’s current priority.
- Choose a traffic allocation you are comfortable assigning to experiment variations.
- Understand that launch starts an experiment process; it does not guarantee a performance gain.

## Launch controls and click results

| Control | What happens after you select it |
| --- | --- |
| Goal card | Selects the metric Runner should optimize, such as conversion, add to cart, checkout initiated, banner engagement, button click-through, or average order value. |
| Traffic slider or preset | Sets the share of eligible traffic assigned to the experiment within the allowed range. |
| **Launch Experiments** | Authorizes and starts the experiment for the selected store, goal, and traffic value. |
| Experiment title or **View Experiment** | Opens the experiment detail workspace. |
| **All Experiments**, **Running**, or **Stopped** | Filters the experiment list by status. |

## Start an experiment

1. Open **Experiments**.
2. If the publication wall appears, publish and verify the store first.
3. Read every goal and select the one tied to the decision you need.
4. Set the traffic allocation.
5. Review the store, goal, and traffic one more time.
6. Select **Launch Experiments** once.
7. Wait for the experiment card to appear.
8. Open the experiment to follow planning, changes, cycles, and measurements.

## Experiment-card controls

| Control or section | What it shows or does |
| --- | --- |
| Status badge | Shows **Pending**, **Running**, **Completed**, **Failed**, or **Cancelled**. The **Stopped** list filter groups completed, failed, and cancelled experiments. |
| Cycle and Traffic | Shows the current cycle count and allocation. |
| Preview | Shows the experiment variation when a preview is available. |
| **Changes** | Lists storefront changes associated with the latest cycle. |
| **AI Insight** | Opens a pending suggestion such as a traffic adjustment. |
| **Allow** | Approves the displayed suggestion with its current value. |
| **Cancel** | Dismisses that pending suggestion. |
| More-actions menu | Opens **Stop** and **Apply Changes** when those actions are available. |

## Troubleshooting

| State | Meaning and next step |
| --- | --- |
| Publish wall | The store has no successful live deployment. Publish before enabling Experiments. |
| Waitlist or upgrade screen | The feature or plan is not available to this workspace. |
| Preparing or planning | Runner is setting up the next cycle. Wait for a plan or visible request. |
| Waiting for approval | Runner needs a decision before it can continue that suggestion. Read it before choosing **Allow**. |
| No changes yet | The current experiment has not produced a visible variation change. |
| Failed | Open the experiment and preserve the visible error for support before starting a replacement. |

## Related guides

- [Experiment measurement](./experiment-measurement)
- [Simulations](./simulations)
- [Traffic and conversion](../analytics-and-seo/traffic-and-conversion)