---
title: "Optimize Your Identity Flows with Auth0 Identity Conversion Suite"
description: "Turn identity into a growth driver. Convert more, protect every interaction, and scale with data-backed confidence."
authors:
  - name: "Jessica Shao"
    url: "https://auth0.com/blog/authors/jessica-shao/"
  - name: "Michael Swanson"
    url: "https://auth0.com/blog/authors/michael-swanson/"
  - name: "Antonio Ortells"
    url: "https://auth0.com/blog/authors/antonio-ortells/"
date: "Sep 18, 2026"
category: "Announcements"
tags: ["b2c"]
url: "https://auth0.com/blog/auth0-identity-conversion-suite-early-access/"
---

# Optimize Your Identity Flows with Auth0 Identity Conversion Suite

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Customer expectations are sky-high and uncompromising, and customers have no patience for friction. In fact, cart abandonment has climbed every year since 2015, from 68.5% to over 70% worldwide, and it is not slowing down [(Baymard, 2026)](https://baymard.com/lists/cart-abandonment-rate). 

When retailers ask why consumers walk away, the answer points straight at **identity**: 

* 18% quit because they were forced to create an account  
* 17% quit because checkout was too long or complicated

That is lost revenue caused by identity friction and not because of fraud, pricing, or product.

## The Overlooked Half of the Customer Journey

Retailers are most often focused on optimizing page speed, form fields, and payment options. But this is only half of the customer journey. Up until now, there has not been a scalable way to track or manage users before they sign up, and no safe way to test changes to the sign-up flow itself.

Consider what happens: a visitor arrives on your site, browses products, builds a cart — all before ever creating an account. None of that activity is tied to an identity, so none of it can be measured, let alone optimized. When the visitor decides to sign up, introducing any changes (that is, passwordless, and refined MFA policy) means shipping it to everyone at once, with no way to know the impact on conversions.

Retailers want data-backed confidence that the changes they ship will deliver real business outcomes: more signups, higher conversion, stronger retention. 

That is exactly what we built. Today, we are excited to announce that **Auth0 Identity Conversion Suite** is in **Early Access**, available to Auth0 customers on Enterprise plans.

## What Is the Auth0 Identity Conversion Suite

Auth0 Identity Conversion Suite bundles together two advanced identity solutions for conversion optimization: Anonymous Sessions and Experiment Center.

1. **Anonymous Sessions:** Identify and track users before they authenticate to deliver a context-aware, personalized, and continuous experience across the entire user journey.   
    
2. **Experiment Center:** Perform A/B testing within Auth0 and gradually roll out capabilities for authentication flows, enabling organizations to identify which signups and sign-ins result in the highest conversion. 

Together, the Identity Conversion Suite gives your teams the tools to have full visibility and control to optimize and deliver seamless, context-aware and personalized experiences across the full visitor-to-user journey.

Demo of the Identity Conversion Suite in action:

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    <iframe loading="lazy" class="sl-demo" src="https://app.storylane.io/share/69abairpfv1k?embed=inline" name="sl-embed" allow="fullscreen" allowfullscreen style="position:absolute;top:0;left:0;width:100%!important;height:100%!important;border:1px solid rgba(63,95,172,0.35);box-shadow: 0px 0px 18px rgba(26, 19, 72, 0.15);border-radius:10px;box-sizing:border-box;"></iframe>
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</div>

## Anonymous Sessions

Imagine a shopper who discovers your brand for the first time through a social media  advertisement. They browse products, add items to their cart and save a wishlist. Without a way to track this anonymous activity, you lose visibility into their intent, preferences, and journey. So, they have to start over on their next visit. That is often enough friction to lose the sale.

Currently, customers are implementing ad hoc solutions: generating anonymous IDs, issuing backend tokens, or managing custom cookies — leading to security risks, inconsistent tracking, and fragmented user journeys. Instead, what customers need is a more secure, native way to associate an early, stable identifier with users before authentication to support scenarios such as pre-login personalization, cart tracking, analytics integration, and progressive profiling.

**What Is in the EA Release?**

Anonymous Sessions allows you to create and manage user sessions before they ever authenticate. Instead of forcing users to log in immediately to save their state, they can browse, set preferences, and add items to their carts or wishlists anonymously, using [OAuth 2.0 access tokens](https://auth0.com/blog/the-many-faces-of-oauth2-token-exchange/).

When the user is finally ready to commit and create an account or log in, all of their anonymous activity and metadata can seamlessly be transferred into their authenticated profile. It allows you to track guest users across page loads, issue access tokens for API calls without requiring authentication, and ultimately build frictionless onboarding experiences that drive conversion.

<picture>
<img src="https://images.ctfassets.net/23aumh6u8s0i/6IgpdOfJlAp7Es5D9W0bQT/2f2c471b142d92fbd3ab4a80f9a460b2/flow-ec-web.png" alt="Anonymous sessions flow diagram" style="width:100%; margin: 1em auto; border: solid black 0px; border-radius: 0px;">
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**How Does It Work?**

1. **Identify unknown subjects:** As soon as a guest starts interacting with your app, your application will inform Auth0 of the ongoing activity, along with some information you want to store about this subject (for example, referral IDs, shopping cart IDs, and wishlist URLs). Auth0 issues a session token (to identify and maintain the session) and an Access Token (to let them interact with your APIs in a more secure manner).  
     
2. **Operate normally with all your APIs:** The access tokens issued to the anonymous subject are 100% OAuth 2.0 compliant, so they can be used in all your APIs normally, so they can set preferences, like products and even complete purchases anonymously without altering your APIs.  
     
3. **Transfer data:** If and when the guest decides to sign up or log in, the anonymous session token is passed to the Auth0 `/authorize` endpoint, making the authorization server aware of all previous interactions. Auth0 then makes the anonymous session available in actions, so you can handle this information at your best convenience.

<picture>
<img src="https://images.ctfassets.net/23aumh6u8s0i/6WsP7O3zJuEpR77qDyDEAG/e244aa23178db8ae203bc091a61e35d0/sequence-web-v2.png" alt="Anonymous Sessions sequence diagram" style="width:100%; margin: 1em auto; border: solid black 0px; border-radius: 0px;">
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**Key Use Cases for Consumer Brands**

*Guest checkout:*

Allow users to browse your store, add items to a shopping cart, and complete a checkout flow without the friction of creating an account first. By storing cart metadata and preferences directly on the anonymous session, you can seamlessly transition guest checkouts into a standard checkout pipeline. If they decide to sign up post-purchase, all their order history and details transfer automatically.

*More secure API access for anonymous users:*

You no longer have to leave backend APIs completely open or rely on fragile IP-tracking for unauthenticated clients. Auth0 can issue legitimate access tokens to anonymous users. This helps ensure that even guest interactions (like fetching personalized recommendations or posting a temporary cart update) are sent over securely signed, rate-limited, and authorized API channels.

## Experiment Center

Many customers want to test changes on their authentication journeys: a new passwordless option, a different MFA policy, or a shorter form. But authentication has traditionally been all or nothing. 

Take for example: a retailer who is preparing for Black Friday, the highest day for retail traffic during the holiday season. The stakes are at an all-time high: a higher surge in traffic, a potential spike in fraud attempts, but also the best window to convert customers. They must help ensure their identity flows are optimized to drive conversions and protect against fraud. Yet, there is no controlled way to try a change on a slice of traffic, no clean way to measure the result, and no way to catch a problem before it reaches everyone. Teams end up shipping identity changes on instinct and hoping the conversion numbers hold.

**What Is in the EA Release?**

Experiment Center makes Auth0's authentication pipeline testable. Configure a flag around a specific auth capability, passkeys, an MFA step, your signup form, consent wording at signup, and split traffic into variants without touching a line of your own application code.

Each visitor is assigned a variant and stays in it for the length of their journey, so the comparison stays clean. Customers test a change on a controlled percentage or segment of traffic, measure the impact through dedicated experiment events built to track exposure and outcomes, and promote winners with confidence.

**How Does It Work?**

1. **Define one flag, many variants:** Set up a single feature flag, an Auth0-managed capability like passkeys and the branding theme, or a fully custom flag you define, and configure the variants you want to test against each other.  
2. **Traffic gets split and pinned:** Experiment Center assigns each visitor to a variant, by percentage or by segment, and keeps them in that variant for their whole session so results stay clean.  
3. **The variant renders on an Auth0 identity surface:** Universal Login (including [Auth0 Custom Universal Login's (ACUL) custom rendering](https://auth0.com/blog/advanced-customizations-universal-login/)), Forms, Actions, and Page Templates all support the split; nothing about your own site or app needs to change.  
4. **Every auth event gets measured:** Success rate, exposure, and time to auth are captured and split by segment, so you can see exactly which variant is winning and for whom.

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<img src="https://images.ctfassets.net/23aumh6u8s0i/3vGujjyvhpIRe5jVapXbRF/a999cc09b5d97260a8ff4af5ace58e1e/diagram-a2-experiment-center-v2.png" alt="How Experiment Center Works" style="width:100%; margin: 1em auto; border: solid black 0px; border-radius: 0px;">
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**Key Use Cases for Consumer Brands**

*Passwordless sign up for returning shoppers:*

Not every visitor is the same signup risk. Someone who is already saved items to a cart or a wishlist is a different bet than someone who just landed. Experiment Center lets you test a passkey-first signup flow specifically on that warmer segment, measure the effect on completion and time-to-auth, and only extend it tenant-wide once the data backs it up, instead of shipping the same flow to every visitor and hoping.

*Right-sizing MFA at checkout:*

An extra verification step can build trust or it can cost you the sale, and the answer usually depends on where in the journey you ask for it. Run that extra MFA step on a controlled percentage of checkout traffic, watch the experiment events for the abandonment and fraud signal side by side, and roll out the version that actually earns its place, rather than guessing and living with a tenant-wide setting either way.

<h2 id="unlock">Convert More with Auth0 Identity Conversion Suite</h2> 

Conversion is top of mind for every consumer facing brand. Retailers want confidence that what they ship will actually work. Auth0 Identity Conversion Suite shows identity is part of the growth equation: testing, measuring, and deploying different identity flows translates directly into customer acquisition and growth.

Grow your business by making customers feel known. Ship features with the data-backed confidence that they will resonate with your audience — all on a platform that keeps every step more secure.

<h2 id="getstarted">Get Started Today</h2>

Deliver more secure, frictionless and personalized customer experiences with Auth0.

* Review the documentation on [Experiment Center](https://auth0.com/docs/customize/experiment-center/overview) and [Anonymous Sessions](https://auth0.com/docs/manage-users/sessions/anonymous-sessions)   
* Learn more on our [B2C solutions page](https://auth0.com/b2c-customer-identity-management)  
* [Sign up and get started with Auth0](https://auth0.com/signup)