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What is an Experiment? Analytics Definition for Product and Website Testing
An experiment is a controlled test that compares one or more variants against a goal. In website and product analytics, experiments are used to test changes to pages, flows, features, pricing, onboarding, messaging, or user experience.
A/B testing is the most common experiment type, but experiments can also include multiple variants, feature rollouts, fake-door tests, or targeted product changes.
What experiments measure
Experiments can measure:
- Signup conversion rate
- CTA click-through rate
- Revenue per visitor
- Checkout completion
- Feature adoption
- Onboarding completion
- Error rate
- Page speed impact
- Retention
The most useful experiments include one primary goal and a few guardrail metrics.
Experiment vs deployment
Shipping a change and watching metrics is not the same as running an experiment. An experiment controls who sees each variant and compares behavior during the same time window. This reduces the chance that seasonality, channel mix, or traffic spikes explain the result.
Experiments and feature flags
Feature flags can power experiments by controlling which users see each variant. This makes it easier to roll out changes gradually, target cohorts, and stop an experiment quickly if something breaks.
Swetrix includes experiments and feature flags alongside analytics, so teams can test changes and measure outcomes in one place.
Related terms: A/B testing, feature flag, conversion rate, and goal tracking.
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