Testing - Testing And More Testing...

Optimize everywhere

Experiment across your entire stack - content, algorithms, web, apps and OTT - to create impactful customer experiences.

Hyper personalized

Enhance your personalization efforts with targeted, fast and accurate testing.

Targeted rollouts

Control which audiences see a variation of a feature with feature flags and targeted rollouts. Use Advanced Audience Targeting to leverage your existing customer data.

Decouple deployment from release

Ease the pressure on engineers with sophisticated feature management tools. Push code to anywhere, then ramp the release via UI.

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Revolutionize your product delivery

Take control of the process and deliver features your users will love with our best of breed feature experimentation and feature management tools.

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Collaborate

Intuitive cross team collaboration

Improve experimentation velocity with native planning tools, or integrate your chosen workflow tools. Collaborate across Product, Marketing, Engineering and Data Science teams.

• Idea backlog - collaborate on experiment hypotheses with ease
• Workflow and approvals - safely increase cadence with customizable workflows
• Experiment collaboration - powerful and intuitive collaboration tools built right in​

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Experiment

Best of breed experimentation tools and data rigor

Trust your decisions with data, and move forward confidently. We give you the tools to leverage clear and actionable experimentation results, fast — delivered in a well-documented and zero-latency SDK.

• Stats engine - run experiments with high statistical rigor, review experiments with intuitive results
• MAB + Stats Accelerator - start optimizing for win rate while your experiments are in flight​

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Personalize

Powerful targeting for granular personalization

Choose which customer data to align experiments with and target with extreme precision. Tailor experiments and releases to your pre-defined audience cohorts in real time.

• Audience builder - intuitive interface for defining granular audiences ​
• CDP connect - connect your third party CDP and leverage existing audience segments​
• Advanced Audience Targeting - real-time segments for zero latency audience targeting​

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Release

Comprehensive feature management tool set

Roll out specific features to specific audiences, and roll back just as easily. Powerful feature management capabilities decouple code deployment from release freeing up engineering resources and enabling safe releases from the UI.​

• REST API - customized integrations and workflows​
• Targeted deliveries - comprehensive feature management tools​

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🚀 Top Tips: 10 power moves to transform an experimentation program from static to strategic:

1. "Always make it easy to run experiments." If your team feels testing is hard, they won't do it.
2. "Measure what matters." Ensure your team isn't chasing vanity experimentation metrics.
3. "Always tie experiments to larger company goals." Every test should answer "what are we trying to move?"
4. "Start with a story, not with stats." Ask yourself, "What is the story this experiment will help us tell?"
5. "Build the experiment memory of the organization." Keep a log of what worked and what didn't.
6. "Always make it about learning." Experiments aren't meant to prove you're right—they're about getting smarter.
7. "Design for decisions." Only run tests if they will help make a clear and good decision.
8. "Always make your environment transparent and safe to be wrong." Teams won't take risks if failure means blame.
9. "Turn 'I think' into 'let's test'." This kills opinions and focuses on facts.
10. "Teach teams to stop bad tests early." If a test is broken or unclear, stop it immediately.

Looking toward the future, and the major shifts with AI: moving from simple A/B to complex multivariate testing, using AI as an "experimentation strategist" to scan past tests for patterns, and shifting focus from test velocity to which team can "learn the fastest and compound those learnings over time."

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THE Multivariate Test - an example (so excited)

Let’s say that you’ve decided to run a multivariate test on one of your landing pages. You choose to change two elements on your landing page. On the first variation, you swap an image for a video, and on the second variation, you swap the image for a slider.

For each page variation, you add another version of the headline. This means that now you have three versions of the main content and two versions of the headline. This is equal to six different combinations of the landing page. Tricky but it is worth it.