Most teams know Amplitude for product analytics. Fewer realize it offers two distinct experimentation tools built for completely different use cases. Amplitude Web Experiment is a no-code tool for testing marketing sites and landing pages. Feature Experiment is a server-side platform for testing product features, rollouts, and backend logic. Choose the wrong one and you'll get slow results, inconsistent data, or experiments that don't ship at all.

Here's how to choose the right one, based on what we've seen helping teams implement Amplitude experimentation.

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What is Amplitude Web Experiment?

Web Experiment is Amplitude's no-code testing tool for marketing sites and landing pages. Think of it as Amplitude's answer to Google Optimize or VWO — but with your analytics natively connected.

It uses client-side rendering to modify text, images, layouts, or UI elements directly in the browser through a visual editor. Marketing teams can launch tests in hours without touching code.

Best for: landing page A/B tests, CTA and headline variants, marketing site conversion optimization, funnel drop-off experiments.

Limitations: web only (no mobile app support), possible page flicker, no backend logic, limited targeting on lower Amplitude plans.

Pricing: included in the Starter plan with limits. Visual editor requires Growth or Enterprise.

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What is Amplitude Feature Experiment?

Feature Experiment is Amplitude's server-side feature flagging and experimentation platform. It competes with LaunchDarkly, GrowthBook, and Statsig — but with Amplitude analytics built in.

Flags are controlled at the server or SDK level, which means no flicker, accurate bucketing, and full cross-platform support across web, iOS, Android, and backend.

Best for: feature rollouts and staged releases, testing product flows like onboarding or checkout, backend logic experiments, long-term experiments with precise targeting and kill switches.

Limitations: requires engineering implementation via SDKs or APIs, not suited for quick marketing tests, slower to launch if engineering bandwidth is tight.

Pricing: paid add-on for Growth and Enterprise customers.

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Side by side

Web Experiment is best for marketing sites and landing pages, uses a no-code visual editor, launches in hours, has no mobile support, and is used primarily by marketing and growth teams.

Feature Experiment is best for product features and backend logic, requires SDK or API integration, can take days depending on engineering, supports all platforms including mobile, and is used primarily by product and engineering teams.

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How to choose

Use Web Experiment when you're optimizing acquisition or conversion funnels, need to test copy or layout without code, or marketing needs to move fast without engineering. Example: testing three landing page headlines to increase trial signups.

Use Feature Experiment when you're releasing or validating new product features, need backend logic or cross-platform consistency, or want progressive rollouts with kill switches. Example: rolling out a new onboarding flow to 20% of users before full release.

The best growth teams use both — Web Experiment for marketing velocity, Feature Experiment for product precision. Together they create a continuous experimentation loop across the full customer journey.

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Common mistakes

Using Web Experiment for in-product tests. The visual editor breaks on mobile, creates flicker, and can't handle complex product logic. Fix: use Feature Experiment for anything inside your product.

Not checking your plan before committing. Web Experiment's targeting is limited on the Starter plan — you can't segment by user properties or cohorts without upgrading. Fix: check your Amplitude plan before designing your experiment.

Skipping tracking setup. Experiment results are only useful if your underlying tracking is clean. Bad event implementation means bad experiment results. Fix: audit your tracking plan before launching experiments.

No experimentation framework. Teams launch random tests without documented hypotheses, success metrics, or analysis plans. Fix: build a lightweight framework — hypothesis → primary metric → sample size → analysis plan.

Ignoring sample size. Running experiments without enough traffic leads to inconclusive results. Fix: calculate required sample size before launching. If traffic is too low, run fewer experiments with higher impact potential.

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Get the structure right from day one

With our Experiment Design Template, you can structure your tests properly from the start — leading to trustworthy results and smarter decisions.

Download the free Experiment Design Template →

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What reliable experimentation actually requires

Most teams underestimate the foundation needed for trustworthy results: clean event tracking that fires consistently across platforms, clearly defined primary and secondary metrics, naming standards and documentation, sample size calculations before launch, and a consistent post-experiment analysis process. Without these, your experiments become directional guesses rather than reliable data.

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Ready to implement Amplitude experimentation properly?

Whether you're setting up Web Experiment, Feature Experiment, or both — we help teams get the tracking, frameworks, and processes in place to run tests that actually teach you something.

Book a 30-minute call with Gregor →

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FAQ

What is the difference between Amplitude Web Experiment and Feature Experiment?

‍Web Experiment is a no-code tool for testing marketing sites and landing pages using client-side rendering. Feature Experiment is a server-side platform for testing product features and backend logic. They serve different teams and different use cases.

Can I use Amplitude Web Experiment on my mobile app?

‍No. Web Experiment only works on websites. For mobile app experiments, you need Feature Experiment, which supports iOS, Android, and backend via SDK integration.

Do I need engineering to set up Amplitude experimentation?

‍It depends on which tool you use. Web Experiment requires no engineering — marketing can launch tests independently. Feature Experiment requires SDK or API integration, so engineering needs to be involved.

Which Amplitude plan includes experimentation?

‍Web Experiment is included in the Starter plan with limits. The visual editor and advanced targeting require Growth or Enterprise. Feature Experiment is a paid add-on available on Growth and Enterprise plans.

How do I know if my Amplitude tracking is ready for experimentation?

‍Your tracking is ready if events fire consistently across platforms, you have clearly defined conversion events for your primary metrics, and your user properties are set correctly for targeting. If any of those are missing, sort the tracking foundation first before launching experiments.

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