Digital analytics platform Amplitude has unveiled a new product to simplify A/B testing and personalisation of web experiences for product managers, marketers, and growth leaders.

Called Web Experimentation, the new product features visual editing and point-and-click interaction, reducing the need for engineering support and accelerating testing. It is part of Amplitude's integrated digital analytics platform, which also includes Analytics, Session Replay, Feature Experimentation, and CDP.

"Change is the only constant in technology. As a result, teams have to be ready to move faster than ever," said Chief Product Officer at Amplitude, Francois Ajenstat. "We want to help anyone embrace experimentation without slowing them down. That's why we created a powerful Web Experimentation product that's easy to adopt, use, and scale. Now, anyone can run effective experiments that lead to better conversion and drive growth."

The new product offers a self-serve way to run A/B tests, enabling teams to improve conversion without compromising page performance. Web Experimentation provides step-by-step guidance for teams to modify the page, add targeting options, and start their experiment in a few clicks.

Web Experimentation includes features such as a visual experiment editor, guided user experience, high-performance infrastructure, custom code editor, and insight-driven experiments. The product is available for all customers and included for free in Amplitude's Starter plan.

The new product has already received positive feedback from early adopters. “Experimentation is a fundamental part of our culture at Lendi, but a lot of the tools out there are complicated, clunky, and not scalable,” said Website Product Manager at Lendi Group, Adam Craig. “Amplitude Web Experimentation is a game-changer for us. Our marketing and growth teams can now easily run their own experiments without engineering support. This sets us up to move faster and drive better conversion rates.”

Amplitude is used by more than 3,200 customers, including Atlassian, NBCUniversal, Under Armour, Shopify, and Jersey Mike’s.