Terms of Service

1. Agreement to Terms

By accessing or using Exceedity A/B ("the Service") at ab.exceedity.com, you agree to be bound by these Terms of Service. If you do not agree to these terms, you may not use the Service.

The Service is operated by Exceedity Ltd ("we", "our", or "us").

2. Description of Service

Exceedity A/B is an A/B testing platform for Shopify stores. The Service includes:

• A dashboard at ab.exceedity.com for creating and managing experiments
• A JavaScript snippet installed on your Shopify store that assigns visitors to variants and tracks conversion events
• Statistical analysis of experiment results (mSPRT, Bayesian, CUPED variance reduction)
• Bot detection and filtering
• Email alerts for experiment milestones
• Server-side price testing via Shopify Functions (Cart Transform)

3. Account Registration

To use the Service, you must:

• Have an Exceedity partner account (authentication is via Exceedity SSO)
• Be authorized to manage A/B testing for your organization
• Be at least 18 years of age

You are responsible for all activity that occurs under your account. Contact us immediately if you suspect unauthorized access.

4. Storefront Code

The Service requires installing JavaScript code on your Shopify store via a theme app extension. By installing and activating this code, you:

• Authorize the snippet to set a first-party cookie (_ab_vid) on your store visitors' browsers
• Authorize the collection of visitor behaviour data (page views, add-to-carts, purchases) for the purpose of measuring experiment outcomes
• Accept responsibility for complying with applicable cookie consent and privacy regulations in the jurisdictions where your store operates
• Agree to update your store's privacy policy to disclose the use of A/B testing (see our Privacy Policy for sample text)

You may remove the storefront code at any time by disabling the theme app extension in your Shopify admin. This will immediately stop data collection.

5. Data Processing

This section constitutes the Data Processing Agreement between you (the data controller) and Exceedity Ltd (the data processor) as required by Article 28 of the UK GDPR.

5.1 Roles and Responsibilities

You, the store owner, are the data controller for personal data collected from your store visitors through the A/B testing snippet. Exceedity Ltd is the data processor, processing this data solely on your behalf and according to your instructions.

5.2 Purpose and Scope

We process store visitor data exclusively for the purpose of providing A/B testing services: assigning visitors to experiment variants, tracking conversion events, computing statistical results, and filtering bot traffic.

5.3 Data Processed

The categories of personal data processed are described in our Privacy Policy, Section 3. In summary: pseudonymous visitor IDs, behavioural signals (for bot detection), experiment assignment data, and conversion events (including purchase amounts and order IDs).

5.4 Security

We implement appropriate technical and organizational measures to protect personal data, including:

• Encryption in transit (HTTPS/TLS)
• Row-level security (RLS) isolating each organization's data
• Service role keys stored as server-side environment variables
• Audit logging of all experiment management actions

5.5 Sub-processors

We use the following sub-processors:

• Supabase Inc. — Database hosting and Edge Functions (EU region)
• Gandi SAS — Application server hosting (France)

We will notify you before adding or replacing sub-processors.

5.6 Data Deletion

You can delete experiment data at any time via the platform (restarting or deleting an experiment permanently removes all associated visitor data). Upon termination of the Service, we will delete all your organization's data within 30 days.

5.7 Data Breach Notification

In the event of a personal data breach, we will notify you without undue delay and in any case within 72 hours of becoming aware of the breach, providing details of the nature and scope of the breach and the measures taken to address it.

5.8 Assistance with Data Subject Requests

We will assist you in responding to data subject access requests (access, rectification, erasure, portability) by providing you with the technical means to export or delete data through the platform, or by fulfilling requests on your behalf upon instruction.

6. Acceptable Use

You agree not to:

• Use the Service for any unlawful purpose
• Run experiments that deceive or harm store visitors
• Attempt to gain unauthorized access to any part of the Service
• Interfere with or disrupt the Service or its infrastructure
• Share your account credentials with unauthorized parties
• Reverse engineer, decompile, or attempt to extract the source code
• Use the Service to collect data for purposes other than A/B testing

7. Experiment Data

You retain ownership of all data collected through your experiments. We do not claim any ownership rights over this data.

Experiment data (visitor assignments, events, statistical results) is stored for as long as the experiment exists. You may delete this data at any time by deleting or restarting the experiment through the platform.

We do not aggregate, anonymize, or otherwise use your experiment data for our own purposes, benchmarks, or to benefit other customers.

8. Service Availability

We strive to maintain high availability but do not guarantee uninterrupted access to the Service. We may:

• Perform scheduled maintenance with reasonable notice
• Make changes to features or functionality
• Temporarily suspend access for security or operational reasons

The storefront snippet is designed to fail silently. If the Service is unavailable, visitors will see the default (control) version of your store with no impact on their shopping experience.

9. Intellectual Property

The Service, including its design, code, statistical methods, and documentation, is owned by Exceedity Ltd and protected by intellectual property laws. You may not copy, modify, or distribute any part of the Service without our written permission.

10. Limitation of Liability

To the maximum extent permitted by law:

• The Service is provided "as is" without warranties of any kind
• Statistical results (probabilities, significance tests, confidence intervals) are estimates based on available data and are not guarantees of future performance
• We are not liable for business decisions made based on experiment results
• We are not liable for revenue changes resulting from running experiments
• Our total liability is limited to the amount you paid for the Service in the preceding 12 months

We are not liable for indirect, incidental, special, consequential, or punitive damages.

11. Termination

You may terminate your use of the Service at any time by contacting us and removing the storefront code from your Shopify store.

We may suspend or terminate your access if you:

• Violate these Terms of Service
• Engage in fraudulent or illegal activity
• Use the Service in a way that harms store visitors or other users

12. Changes to Terms

We may update these Terms of Service from time to time. If we make material changes, we will notify you via email. Continued use after changes take effect constitutes acceptance of the new terms.

13. Governing Law

These Terms are governed by the laws of England and Wales. Any disputes shall be subject to the exclusive jurisdiction of the courts of England and Wales.

14. Contact

For questions about these Terms of Service, please contact us.

• Company: Exceedity Ltd (Company No. 14683104)
• Registered Address: