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Experimentation in Dynamics 365 Commerce

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Use experimentation in Dynamics 365 Commerce to validate hypotheses about the effectiveness of your e-Commerce pages and make decisions with data-driven confidence. Commerce supports A/B testing on pages, modules, and fragments and enables you to measure the impact of proposed changes to your website.

You can create, edit, and manage page and content treatments known as variations in Commerce site builder. Commerce integrates with third-party services that you can use to create experiments and treatment assignments. Real-time event streams captured in Commerce enable the analytics that define the experiment results in the third-party service. You can then leverage these analytics to help support or refute your hypothesis.

Set up prerequisites

  1. Get the correct version of Commerce - Upgrade your module library, online channel extensibility software development kit (SDK), and Commerce Scale Unit to Commerce version 10.0.13 or later.
  2. Set up an experimentation connector - An experimentation connector allows Commerce to connect with third-party services to retrieve the list of experiments and determine when to show an experiment to a user. You can purchase a third-party connector from AppSource. Follow the setup instructions provided by the publisher. You can alternatively use the sample test connector from Commerce to test the experimentation workflow without needing to configure an external service. For more information, see Configure and enable connectors.
  3. Turn on the experimentation feature flag in Commerce - You can enable experimentation at the tenant level by going to Tenant Settings > Features, or at the site level by going to Site Settings > Features. Turn on the Experimentation flag to start creating module variations. Disabling this flag stops all experiments from being shown to users and removes all editing functions within site builder.

Experimentation lifecycle

Setting up an experiment, creating variations, and running an experiment is an iterative process. The diagram below illustrates the experimentation lifecycle in Commerce and the third-party service.

Experimentation lifecycle.

To learn more about each step in the experimentation process, refer to the following articles.

Note

To learn where an experiment is in the lifecycle, select Experiments in the left navigation pane of site builder. A list of experiments is displayed with the status of each experiment in both Commerce and the third-party service. For more information, see Review the status of an experiment.

Next step

Identify a hypothesis and determine success metrics for an experiment