step-by-step guide to running smarter A/B tests, reducing churn, and making data-backed product decisions.
The Amplitude Experimentation Playbook
This playbook is your practical guide to planning, setting up, and analyzing experiments using Amplitude. It walks you through every step of the experimentation process — from defining your hypothesis and configuring feature flags, to running tests and rolling out winning variants.
Whether you're using Amplitude for web or mobile, this resource helps you build a solid experimentation practice that drives measurable impact on user engagement, retention, and product growth.
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Oleg Musteata - Ex Crunchyroll (Sony)
Growth & Experimentation Lead at Adasight.com
Why Download the Amplitude Experimentation Playbook?
Because it gives you everything you need to run better experiments — faster:
🔍 A clear, step-by-step guide to running A/B tests with Amplitude
🧪 Best practices for both Feature Experiments (with flags) and Web Experiments (via no-code editor)
🧠 Help defining hypotheses, metrics, cohorts, and event tracking
🛠️ Technical setup tips and code snippets to streamline engineering work
✅ QA and rollout checklists to avoid costly mistakes
📊 Guidance on interpreting results and enabling the winning variant
💡 Bonus: Tips to improve experimentation culture and process across your team
Who is this for?
This playbook is built for:
✅ Product Managers looking to run structured, scalable A/B tests
✅ Founders who want to de-risk product decisions with data
✅ Growth & Marketing Leads aiming to improve user engagement and retention
✅ Teams using Amplitude Experiment to power experimentation across web or mobile
✅ Anyone who wants to go from “just shipping features” to testing what actually works
