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Rapid Experimentation and Beta Testing

Published by Ashwin Kumar on

Rapid experimentation is an agile approach to the product development process. With this approach, frequent experiments are deployed in an attempt to discover new, innovative ideas. Experiments can range in severity, from simple A/B tests to larger field experiments.

Rapid Experimentation mainly revolves around the concept of removing release dependencies from A/B testing.

What is A/B testing?

It is used as a component for app personalization to deliver better experiences to users. In A/B testing, app users are randomly distributed between the original and variation experiences without knowing they are part of a test. This method can be used to test feature changes across any part of an application such as, user interface (UI), onboarding flow, content, messaging and notifications to name a few. After detailed analysis, the feature can be rolled out permanently if it shows promising results.

This is similar to the drug testing that is administered by pharma companies before a drug is approved for commercial production. Patients in the experiment are either given the actual drug or a placebo in a random fashion and their experiences are monitored carefully.

An example to understand A/B testing better:

An ecommerce app might run a test on its clothing recommendation system. After a detailed analysis of the results of this test, they learn that male shoppers prefer verified brands rather than brands which are less costly, while women typically preferred cheaper clothing rather than costly ones.

A/B testing is used to gather valuable information about the app’s users, and this data can then be applied to all users who fit into those demographics through app personalization.

What is Rapid Experimentation?

Rapid Experimentation involves the ability to define new user experiences during runtime. These new experiences can be new features, layouts, special offers or even a notification. One of the main benefits of Rapid Experimentation is that it allows the Product Team to have a bigger and efficient reign over your app. Product Teams are able to create new variants, edit older ones and run new experiments in real time. This hassle-free integration of your Product Team into experimentation of new variants of the app, empowers them to come up with new insights and ideas.

Product Teams are now able to run various experiments by creating complex user filters at runtime and test the effectiveness of a particular feature. This has made experiments more precise and elucidative. It is common knowledge that the Engineering Team has a lesser knowledge of the user base than the Product Team. Therefore, it is only natural that the crux of feature experimentation is in control of the Product Team.

What is Beta Testing?

Testing in production will give you an accurate idea of what your users think about your newly released features. Feature flags help separate deployment from release, they make such testing safe and easy. When it comes to beta testing, a lot of the top companies tend to adhere to a similar paradigm—test early, test often, and do it in your production environment.’s Experience Manager offers a state-of-the-art Beta Testing environment.

Why is Experimentation vital?

Experimentation results in Innovation. Innovation results in great ideas and insights. Hence, innovation is the most important component in the growth of any business. Experimentation costs time and time is money. This is the reason why most businesses don’t innovate.

Let us do the all the hard work for you. saves your time, money and engineering resources. Our state-of-the-art Experience Engine allows Rapid Experimentation that helps perform A/B & Multivariate testing to test robust functionality instead of just cosmetic changes.

Go ahead and schedule a demo!

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