A/B/N testing
Test any number of form variants simultaneously — different questions, flows, or lengths.
Experiments
Experiments: test your forms. Ship the one that works.
Run A/B/N experiments on any feedback form: different questions, different flows, and any traffic split you choose.
Test different question sets, wording, or form length
Fully configurable traffic split — any weight across any number of variants
Phased rollout from 10% to 100% at your own pace
Checkout feedback — Experiment
Traffic splitA 60% · B 40%
Goal: completion rate
Variant A
How satisfied are you with the checkout experience?
Responses412
Completion74%
Variant B
Rate your checkout experience today.
Responses274
Completion81%
Phased rollout
10%
25%
50%
100%
2
Variants
686
Total responses
B +7pp
Leading
Full capabilities
Every control you need to run experiments confidently.
Experiments is built for teams who want data to drive form decisions — not gut feel. Full control over who sees what, how much traffic each variant gets, and what counts as winning.
Granular traffic split
Allocate traffic to any weight across variants — down to 1% granularity.
Admin-defined goal
Set your winning metric: completion rate, response rate, average score, or custom.
Phased rollout
Start at 10% and expand manually — test safely before full exposure.
Control group
Assign a percentage of users to see no form — measure the true baseline.
Segment-based holdout
Use segments to permanently exclude certain user groups from all experiments.
Per-form experiments
Each feedback form has its own independent experiment configuration.
Side-by-side comparison
Compare variant performance on your chosen metric — you decide when to pick a winner.
Instant activation
Experiments activate immediately on save — no deployment or code change needed.
How it works
Run rigorous experiments. Ship with confidence.
Experiments gives you the controls to test meaningfully — not just flip a coin. From variant design to phased rollout to winner selection, every step is in your hands.
Different forms for different groups.
Create multiple versions of the same form — vary the questions, the wording, the flow length, or the entire structure. Each variant is a completely independent form configuration.
- Test short vs long forms to find the right balance between depth and completion.
- Compare different question wording to see what gets more honest responses.
- Test entirely different form flows — NPS vs CSAT vs open-ended.
Form variants
3 variantsA
5-question CSAT
5QOverall satisfaction?What went well?What could be better?Likelihood to recommend?Any other feedback?
B
3-question CSAT
3QRate your experienceWhat can we improve?Would you recommend us?
C
Single NPS
1QHow likely are you to recommend us? (0–10)
Phased rollout
Start small. Expand when you're confident.
Launch a winning variant to 10% of your audience first, monitor the results, then ramp up at your own pace. No pressure to go 100% until you're ready.
- Define rollout stages: 10%, 25%, 50%, 100% — or any stages you choose.
- Advance to the next stage manually — no auto-scheduling required.
- Real user data at each stage before full exposure.
Phased rollout — Variant B
10%
Done~840 users
No issues detected
25%
Done~2,100 users
Completion up +4pp
50%
Active~4,200 users
Running now
100%
PendingAll users
Pending
Advance to next stage anytime — no schedule required.
Control group
Measure lift against the baseline.
Assign a slice of your audience to a control group — they see no form at all. This lets you understand the true impact of your feedback collection, not just which variant is relatively better.
- Control group users receive no form — zero interference with natural behaviour.
- Compare variant metrics against a true no-form baseline.
- Use segments to create permanent holdout groups across all experiments.
Experiment allocation
Variant A
5-question CSAT
Variant B
3-question CSAT
Control
No form shown
Why use a control group?
A control group never sees a form. Compare variant metrics against natural behaviour — no form shown — to understand the true lift your feedback collection creates.
Product journey
Keep following the signal.
A little more detail
Experiments, answered
Common questions about running A/B/N tests on feedback forms.
What can I A/B test with Experiments?
Different question sets, flows, and wording on any feedback form, using configurable traffic splits and phased rollout.
How is a winning variant determined?
Admins define the winning metric, and Experiments tracks form variants against it across traffic splits.
Can I run more than two variants?
Yes, Experiments supports any split across any number of variants (A/B/N testing).
Start experimenting
Stop guessing which form works best.
Run A/B/N experiments with any traffic split, any goal metric, and phased rollout — all without touching your code.