Feature and Web Experiment Use Cases

You can create experiments using either Feature Experiment or Web Experiment. Select Feature or Web Experiment based on your needs for the experiment and the results you want to generate.

Feature Experiment use cases

Feature Experiment is most useful for Product experts, Data Engineering and Operations, and Data Analysts. These roles focus on deep knowledge of specific products or data repositories. Their goals are to:

Launch new products.
Reduce risk.
Analyze and report on data.
Adhere to security and compliance requirements.
Monitor performance.
Ship code.
Run complex models.

Feature experimentation uses feature flags to create the variants you want. Flags are switches that let you modify your product's experience without changing code. Use flags to set up experiments in your product or to stage and roll out new features to your users. Your code uses the Amplitude Experiment SDK or APIs to communicate with Experiment. Feature flags require knowledge of your code to use them for experimentation. For more information, go to Feature Flags.

Web Experiment use cases

Web Experiment is most useful for digital marketers and growth marketing. These roles focus on strategic changes to the existing functionality and design of your website. Their goals are to:

Optimize the website or the lifecycle of the product.
Drive adoption.
Personalize experiences.
Test hypotheses.
Track key product insights (KPIs).
Upsell or cross-sell products.

Web experimentation uses a visual editor to create variations of your website. With the visual editor, you can select and alter content or element properties. Web Experiment lets less technical users, or users with fewer permissions in your system, create experiments without engineering resources. Web experiments use pages to control where your experiment's variants apply on your website. Pages let you scope experiments to specific URLs without affecting unrelated parts of your site. For more information about creating experiments with the web editor, go to Setting up a Web Experiment.For a full description of the functional differences between Feature and Web Experiment, go to Feature and Web Experiment functional comparison.

The Website Conversion Agent can help you identify high-impact pages and generate experiment strategies to increase conversion, whether you use Feature or Web Experiment.

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