This article helps you:
Instrument your app for A/B testing (split testing)
Review the results of A/B tests in Amplitude
A/B Testing is a method of conducting controlled, randomized experiments with the goal of improving a website or application metric. With Amplitude's AB Test View, you can measure the impact of your experiments by comparing how each experiment group behaves in your application.
For example, you can show two different onboarding flows to different groups of new users, then use the results to determine which one is more effective in driving users to complete the onboarding process. Or you can test different checkout flows to see which is more effective in generating sales.
This feature is not to be confused with Amplitude Experiment.
Before you can do anything, you'll need to instrument your experiments. Amplitude recommends using user properties to associate a user with a given experiment variation. User properties reflect traits about each individual person using your product. Use them to segment your analysis in Amplitude Analytics.
There are two main ways to update a user property:
SDKs & HTTP API: Update user properties on event action.
Identify API: Update user properties without sending an event.
For example, suppose you're trying to get users who have been inactive for more than seven days to return to your app, and you're testing the effectiveness of an email to make that happen. If the Identify API is used to update a user property, it will only be applied to those users who have returned to trigger an event in your application. If a user remains inactive after receiving the email, the user property will not be applied to this user. As a result, this inactive user will not be included in the experiment group that has received the email, because the user property never attached to them. In situations like these, we recommend updating user properties on an event action (eg. an event called "Email Sent").
Learn more about how user properties are synced in Amplitude.
Amplitude users tend to take one of two approaches when instrumenting split tests:
All user properties are received as key-value pairs. This approach sets the experiment name as the key and all variations of the experiments as the potential values.
User Property Key: Experiment 1
User Property Value: variation_a
Pros: Can easily select experiments to segment by from the user segmentation tab.
Cons: Can result in an overwhelming list of user properties, depending on the number of experiments being run.
All user properties are received as key-value pairs. This approach sets the key to Split Tests
(or something similar) and stores the values in an array.
User Property: Split Tests
User Property Value: [experiment_1_value
, experiment_2_value
]
You can segment on the user property Split Tests
by selecting the appropriate value or test group in the chart's segmentation module.
Pros: You will only have one user property related to your split testing (rather than one per experiment), so your user property list will be more manageable in the dashboard.
Cons: Arrays are limited to 10,000 characters if append
or prepend
is used. If an array were to exceed the character limit, then the characters past the threshold will not be recorded.
Amplitude also offers a full integration with Optimizely that will automatically update user properties for each experiment.
You can review the results of your split tests after user properties have been updated for each experiment group. The AB Test View chart that will allow you to conduct this analysis.
Compare the activity between experiment groups in the segments module of the chart control panel. To do this, simply add your experimental groups.
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June 5th, 2024
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