Marketers know the pain: you spot a problem with a landing page, but fixing it means filing tickets, waiting on developers, and praying the visual editor doesn’t break the site. By the time the test is ready, the campaign has already moved on.

Amplitude wants to kill that lag. A year after launching its Web Experimentation platform, the analytics firm is rolling out four new features designed to let marketers move three times faster—and do it all without begging engineering for help.

What’s New

The update includes:

• Drag-and-drop element editing – Move headlines, forms, or CTAs in seconds.

• Out-of-the-box widgets – Add banners, pop-ups, or calls-to-action without custom code.

• Group cohort targeting – Personalize tests by account or company list, a big win for B2B marketers.

• Control variant editing – Adjust the “default” experience without engineering support.

Together, these features make experimentation less about roadblocks and more about rapid iteration.

Why It Matters

Legacy A/B testing platforms often buckle under modern websites. Even “simple” tweaks like moving a form higher on the page require developer intervention, killing velocity and discouraging bold tests. Amplitude is betting that empowering marketers to launch experiments on their own will not only increase testing frequency but also free engineers to focus on higher-value projects.

And unlike point solutions that stop at “which variant won,” Amplitude’s experiments live inside its larger analytics ecosystem. That means marketers can see the full journey: watch a session replay, trigger a survey, edit a variant, and measure the lift—all without stitching together different tools.

Industry Buzz

Early partners are already bullish. Gwen Hammes, Co-CEO at Cro Metrics, calls the drag-and-drop editor “a new level of agility,” noting that teams can now spin up impactful experiments without engineering bottlenecks.

It’s a pitch that resonates. Product teams using Amplitude Feature Experiment have seen dramatic velocity gains—Super.com boosted test cadence 4x, while BandLab moved 6x faster. The same acceleration is now available for marketing and growth teams.

Setting the Stage for AI

Amplitude isn’t stopping at self-service. Coming this fall, AI Agents will join the platform, auto-generating experiment ideas, drafting copy and layouts, prioritizing tests, and even interpreting results. It’s part of what Amplitude calls the “Agentic Era”—a push to let AI handle the grunt work of CRO while humans steer strategy.

If the pitch holds, marketers could soon move from concept to insight in hours, not weeks. That speed advantage could be decisive in an industry where digital experiences shift as fast as customer expectations.

The Bigger Picture

The takeaway is clear: the brands that test the most win the most. By lowering the friction for experimentation, Amplitude is positioning itself as not just another testing tool, but as a connected optimization hub—one that could set the pace for how digital teams iterate in the coming years.

The real question is whether rivals like Optimizely and VWO will match this self-serve push—or risk being left behind by marketers who refuse to wait.

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