Marketers: Test 3x Faster—Now with More Self-Service Capabilities

Every click and conversion matters, and marketers can’t afford to wait weeks just to test an idea. Unfortunately, that’s the reality with most legacy experimentation tools: visual editors break on modern sites, simple changes require developer support, and even when a test runs, the results don’t connect back to the metrics you actually use.

That’s why we were so excited to launch Amplitude Web Experimentation last year to solve those challenges. And over the past months, it’s been incredible to see the gains in testing velocity and conversion optimization that marketing and growth teams have achieved with it.

But just like with any campaign or conversion flow, it’s important to observe, test, and see just how far you can push to improve. Today, we’re ready to share the results.

We’re introducing four powerful new Web Experimentation features: Rearrange Elements, control variant editing, group cohort targeting, and out-of-the-box widgets. These major updates to what was already one of the most intuitive and powerful testing platforms will let marketing and growth teams do even more to optimize at the speed customers expect.

Why should “simple tests” be so hard?

Picture a SaaS marketing team running a lead-gen campaign. Signups start dropping on a landing page, so the growth lead wants to test some variants: moving the form higher, tweaking the headline, and swapping in a new CTA. These should be quick fixes.

But because the team is using a legacy testing tool, they can’t build the fixes themselves. Instead, they have to file a ticket, wait for engineering to free up, and cross their fingers that the page doesn’t break once changes go live. By the time results are pulled together—after exporting data into another tool—the campaign has already moved on and the chance to recover lost leads is gone.

Sound familiar? If that had your heart racing with the dread of missed revenue opportunities, you’re in good company. Experimentation is the lifeblood of optimization, and when you run fewer tests, you get fewer learnings—and fewer conversions.

Self-service testing for more scenarios

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:

• Rearrange elements with true drag-and-drop editing. Move page components around visually instead of relying on engineering. For example, shift a headline above a form in seconds.
• Run more test types with out-of-the-box widgets. Quickly add banners, CTAs, or pop-ups without custom code.
• Target by account with group cohorting. B2B teams can now personalize experiments for specific companies or account lists.
• Edit control variants directly. Update your “default” experience without waiting for developers to push changes.

Fewer delays. Faster results.

Test more. Legacy visual editors forced teams to wait on engineering, slowing velocity and discouraging bold ideas. Now, marketers can launch and iterate themselves—like repositioning a lead-gen form to test whether its placement drives more signups. This not only accelerates experimentation but also frees developers to focus on higher-value projects.

Test faster. Teams often settle for smaller tests they can run alone, instead of the higher-impact experiments they really want. With out-of-the-box widgets and group cohort targeting, they no longer have to choose. A B2B marketer, for example, can now personalize onboarding flows by company account—something that once required clunky workarounds. Combined with heatmaps, it’s easy to identify problem areas, design a test, and see results in just a few clicks.

Test smarter. Here’s where the platform matters. Most point solutions stop at “Did Variant A beat Variant B?” but marketers need the why behind the result to make the next call.

Because Amplitude Web Experimentation is built on the same platform as our analytics, session replay, surveys, and guides, 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.

And this is what sets Amplitude apart: experiments aren’t isolated—they’re part of a connected platform where insights, targeting, and action work together.

Why the industry is excited

With Web Experimentation’s new features, marketing and web PMs who used to wait on engineering for every change can now test even more, all with that same speed and self-serve capabilities.

“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.”

In the past, we’ve proven how much faster Amplitude Feature Experimentation can make product teams and engineers. Take Super.com, where product managers increased velocity by 4x. Lifull ran 1.5x more tests. Or Bandlab, who moved 6x faster. That same velocity is now possible for marketers and growth teams thanks to Amplitude Web Experimentation.

Built for the Agentic Era

These updates aren’t just about saving time. They’re also the foundation for AI-driven experimentation.

Coming this fall, Amplitude AI Agents will take testing velocity even further—turning work that used to take weeks into hours. Soon, marketers and web PMs will be able to:

• Auto-generate experiment ideas based on conversion trends or drop-off points
• Have an Agent draft variant copy and layouts using real-time behavioral data
• Autonomously prioritize the tests most likely to drive lift
• Interpret results and recommend next actions automatically

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.

What will you discover?

The next chapter of CRO is being written by the teams that can test the most—the most ideas, with the most speed, for the most impact. Amplitude Web Experimentation is the tool they’re using, and today’s launch opens up even more testing freedom for marketers, growth teams, and web PMs—with more to come soon. We can’t wait to see what results you discover.