Amplitude Experiments: Your Step-by-Step Guide to A/B Testing

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Hey there! Today, we’re diving into the world of Amplitude experiments, where I'll guide you through creating an experiment from start to finish. Whether you're a product manager or a marketer, understanding how to set up and run experiments in Amplitude can significantly enhance your data-driven decision-making process.

Getting Started with Amplitude Experiments

First things first, let's navigate to the Experiment section on the Amplitude homepage. Here you can see a list of all the experiments you've previously created. To kick off a new experiment, hit the Create Experiment button. Choose the Feature Experiment option, and let’s get into the details!

Setting Up Experiment Details

One of the first things you'll need to do is name your experiment. For this example, let’s go with Sample Experiment. We won't change any of the other settings just yet. Next up, we’ll design our experiment.

Defining the Experiment Goal

Every experiment should start with a clear goal. This means you need to establish a hypothesis linked to a specific metric. For instance, if we want to track the uniques of purchase tickets, we’re looking at the number of unique users purchasing tickets. In this case, we’ve set our goal type to success, aiming for a 2% increase. Remember, you can adjust this to 5% or whatever suits your hypothesis.

Creating New Metrics

If you need a new metric, Amplitude allows you to define one based on the events already set for your product. You can choose whether your metric will measure unique users, total events, or even average event properties. For this exercise, let’s go with the event totals and select the view concert details event.

Tracking Your Metrics

At this point, we have two metrics: one is the goal, and the other is for tracking purposes. It's essential to remember that you can only have one goal per experiment, as this is how the results will be evaluated. You can, however, add multiple metrics to track alongside your goal.

Setting Up Exposure Events

Moving on to the exposure event, it’s recommended to stick with the default settings Amplitude provides. Now, let’s add our variants. By default, you’ll start with two: a control group and a treatment group. It’s good practice to only run one treatment group at a time, but if you want to test multiple options, you can always add more. Let’s add a treatment two and maybe even a treatment three to keep things interesting!

Targeting Your Audience

Next up is targeting. Here, you can choose whether to include all users or a specific segment. If you decide to go for targeted users, Amplitude provides various options to select from. For this experiment, let’s target users who have not completed the purchase ticket event.

Distribution and Rollout

It's best practice to aim for even distribution of your variants, but if you want to customize them, you can adjust the percentages as needed. Finally, control how you roll out the experiment. For instance, if you wish to target just 10% of your audience, you can set that here.

Analysis Settings

Now, let’s wrap up the settings. You don’t need to make many changes here; the default settings should work just fine. You’ll see that all your audience, variants, and goals are defined properly. Before launching your experiment, you can also add test users to see how they interact with each variant.

Conclusion

And there you have it! You've set up your experiment in Amplitude. This step-by-step process not only helps in tracking user engagement but also in making informed decisions based on real data. Remember, A/B testing is a powerful tool that can help you optimize your user experience and grow your product effectively.

FAQs

What is Amplitude Experiment?

Amplitude Experiment is a tool that allows you to run A/B tests, helping you understand which variations of your product perform better based on user engagement and other metrics.

How do I define a goal for my experiment?

When setting up your experiment, you should link your hypothesis to a specific metric that you want to improve, such as the number of unique users performing a certain action.

Can I track multiple metrics in one experiment?

Yes, you can track multiple metrics, but you can only have one primary goal to evaluate the results of your experiment.

What is the best practice for audience targeting?

It’s generally recommended to start with all users to gather a broader understanding, but targeting specific segments can provide more tailored insights.

Next Steps

If you're eager to dive deeper into Amplitude and learn more about analytics and growth strategies, check out the following resources:
https://www.youtube.com/@adasight-academy