Amplitude Web Experimentation accelerates testing with new intuitive, powerful features

Amplitude, the leading digital analytics platform, is unveiling a series of new capabilities for Amplitude Web Experimentation, the all-in-one, no-code experimentation platform for understanding the full customer journey, delivering high-performance tests, and maximizing conversation rates. These new powerful features—rearrange elements, control variant editing, group cohort targeting, and out-of-the-box widgets—are each geared to enable marketing and growth teams to optimize at the speed that customers expect, Amplitude explained.

Missed revenue opportunities due to legacy testing tools and disjointed, inefficient collaboration between employees are detrimental to marketing teams. Even though the tests themselves are “simple,” the fixes for them involve filing tickets, waiting for an engineer, and implementing changes. By the time these revisions are made, the campaign opportunity is long gone.

“Experimentation is the lifeblood of optimization, and when you run fewer tests, you get fewer learnings—and fewer conversions,” said Nithya Rajendran, principal product manager, Amplitude. “Helping marketers run faster, easier, and more impactful tests has been our mission with Amplitude Web Experimentation since day one. With these updates, marketing and growth teams have even more capabilities for building and running experiments all on their own.”

These formative updates include:

• Rearrange elements with drag-and-drop editing: Users can move page components around visually instead of requiring engineering expertise.
• Edit control variants directly: Users can update the “default” experience without needing developers to implement changes.
• Group cohort targeting: Target accounts with personalized experiments designed for specific companies or account lists.
• Out-of-the-box widgets: Run more test types quickly, including adding banners, CTAs, or pop-ups, without writing custom code.

Each of these new capabilities are built upon connected, contextual experiments, due to Amplitude Web Experimentation being built atop the same platform as Amplitude’s analytics, session replay, surveys, and guides.

As a result, “...every test is grounded in the full customer journey. You can watch the session, launch a survey, adjust the variant, and measure the outcome—all in one flow. No stitching tools together, no waiting for data teams, no context lost. Just faster feedback loops and better outcomes,” explained Rajendran.

“Amplitude’s new drag-and-drop editor opens up a new level of agility for our clients,” said Gwen Hammes, co-CEO at Cro Metrics. “They can spin up high-impact experiments, like banners and modals, within their marketing and product teams, which means ideas move from concept to customer faster than ever. That’s the sweet spot: empowering our clients to iterate quickly to see measurable lift, while freeing up their valuable time for us to collaborate on larger strategic initiatives and integrate test learnings cross-functionally for even greater impact.”

Additionally, these updates set the groundwork for Amplitude AI Agents, capable of accelerating testing velocity even more.

“Because they’re built into the broader Amplitude platform, AI Agents won’t just analyze experiments in isolation—they’ll learn from the same analytics, session replays, and surveys you do, and act on them instantly. And the new drag-and-drop editor, widgets, and control features launched today are three of the very levers that Agents will use on your behalf,” said Rajendran.

To learn more, please visit https://amplitude.com/.