Inside Apex
How we built the genome
The 4.3 million A/B tests behind Apex's Likelihood to Win, in four scenes.
The market is testing all the time
Every day, shops test ideas on their own traffic.
Nobody sends us their tests. We see them anyway.
4.3 million tests across 151,000 shops.
Where the tests come from
Every A/B test runs in public.
A shop starts a test.
Half its visitors see version A, half see version B. Real traffic, on the live shop.
It runs for weeks, in public.
Anyone who visits sees one of the versions. Big brands and small shops alike.
Then one version stays live.
The shop keeps what worked and switches off the rest. That's how we know which ideas the market kept.
Across 151,000 shops and eight years, that adds up to 4.3 million tests.
Every test gets tagged
Six labels on every test. Chaos becomes order.
What kind of shop, what kind of product, which price point, which page, what exactly changed, and how it ended.
- Kind of shop
- Fashion
- Kind of product
- Footwear
- Price point
- €50–150
- Page
- Product page
- What changed
- Delivery date moved under the price
- How it ended
- Kept
Patterns emerge
Your next idea lands among the tests most like it.
Similar tests sit together, grouped by what changed, where and for whom. The tests the market kept light up.
One number per idea
A new idea finds its neighbours. Then it gets its odds.
Before anyone builds it, every idea gets a Likelihood to Win. Then DRIP's own results feed back and sharpen it.
4,000+ DRIP experiments feed back into the field.
Share of DRIP tests that won
Before anyone builds it, every idea gets a Likelihood to Win. Then DRIP's own results feed back and sharpen it.
4,000+ DRIP experiments feed back into the field.
Share of DRIP tests that won
Apex, managed by DRIP
Put your next idea in the field.
Apex only runs inside DRIP: the genome, a research month on your shop, and results read by our team.
See if your shop is a fitBuilt for shops doing €100k+ a month.