---
title: Run your first experiment
description: Prove which product change drives results with a controlled A/B test in Amplitude Experiment.
product: experiment
token_estimate: 1091
---
# Stop guessing which product change drives results

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Amplitude Experiment is a built-in A/B testing tool for running controlled experiments on your product or website. No separate tool required. Set up, target, and measure right where your data already lives.

- 10 minutes
- Beginner
- For PMs & engineers

**Video (1:44):** Stop guessing which product change drives results — wistia id `bacb4f6m2j` — [poster](/docs/images/quick-guides/experiment-video-still.jpg)

↓ Scroll down to the step-by-step guide

## Why experiment in Amplitude

### One place, no stitching

Behavioral data and experiment results live in the same place, so there is no stitching required.

### Target with real cohorts

Use your existing Amplitude cohorts directly as targeting audiences.

### Metrics you already trust

Results auto-connect to your existing metrics: funnels, retention, revenue.

## Run your first experiment

Five steps from idea to shipped decision.

1. **Choose your type and define your hypothesis**

   Pick [Web Experiment](https://amplitude.com/docs/web-experiment) for a visual, no-code change or [Feature Experiment](https://amplitude.com/docs/feature-experiment/overview) for a code-controlled change behind a feature flag. Then write the hypothesis down: if I change _X_, then _metric Y_ improves because _reason Z_.

2. **Set your audience**

   Target an existing Amplitude cohort, or [define targeting rules](https://amplitude.com/docs/feature-experiment/workflow/define-audience) in the experiment itself.

3. **Build your variants and pick your goal metric**

   Control is the current experience. Treatment is your change. Connect the result to an existing Amplitude event so the [goal metric](https://amplitude.com/docs/feature-experiment/workflow/define-goals) uses data you already trust.

4. **Set traffic split and launch**

   Use a 50/50 split and run for at least two weeks, so the experiment collects enough traffic to reach significance. After launch, monitor the _Experiment Results_ view.

5. **Ship or kill**

   A significant positive result means you roll out to 100%. No significant result means you [iterate on the hypothesis](https://amplitude.com/docs/feature-experiment/workflow/make-decision-experiment).

   [Open in Amplitude →](https://app.amplitude.com/experiment/create)

## When to use Experiment

Use [Experiment](https://amplitude.com/docs/feature-experiment/overview) when you have a specific change in mind and need proof it works before you ship it to everyone. Two neighboring tools solve different problems.

### [Feature flags alone](https://amplitude.com/docs/feature-experiment/workflow/feature-flag-rollouts)

Use a plain flag rollout when you want to control who gets a feature, or kill-switch it, without measuring a controlled comparison.

### [Guides and Surveys](https://amplitude.com/docs/guides-and-surveys/get-started)

Use Guides and Surveys when you want to nudge users or collect feedback in-app, not test a variant against a control.

## Pick your first experiment

Each use case is a full setup, end to end. Start with the one closest to a question your team is asking right now.

### Test your onboarding flow

Trigger on signup and measure whether more users reach your activation event.

- **Trigger**: Signup.
- **Goal metric**: Activation event.

### Optimize a conversion moment

Change the pricing or upgrade page with the visual editor, no code required.

- **Trigger**: Pricing or upgrade page visit.
- **Goal metric**: Upgrade or purchase event.
- **Type**: Web Experiment, no code.

### Validate a new feature before full rollout

Release behind a flag to a percentage of users and compare engagement before you go wide.

- **Trigger**: Feature flag targeting a percentage of users.
- **Goal metric**: Feature engagement event.
- **Type**: Feature Experiment, SDK.

[Create an experiment](https://app.amplitude.com/experiment/create)

### [Getting Started with Amplitude Experiment](https://academy.amplitude.com/path/getting-started-with-amplitude-experiment-learning-path)

Earn a badge when you learn the Amplitude Experiment workflow and understand how to get set up for experiments that produce trustworthy results.