Behavior-tracking software firm Amplitude Inc. today announced a major update to its Web Experimentation platform that gives marketing and growth teams the ability to launch tests without waiting on developer support.

The new release introduces a true drag-and-drop editor called Rearrange Elements, out-of-the-box widgets for quick deployments, control variant editing for on-the-fly adjustments and group cohort targeting that allows business-to-business marketers to run personalized experiments.

According to Amplitude, legacy web testing tools have often left nontechnical teams stuck waiting for developer cycles or struggling with fragile editors that don’t work across modern stacks. The company argues that this slows down experimentation, leading to fewer tests and missed revenue opportunities.

The new update gives marketers the ability to rearrange page elements visually without the need to touch code, make edits directly to control variants and insert prebuilt banners and modals instantly. A new group cohort targeting feature allows organizations to personalize experiences at the account level, addressing long-standing frustrations for B2B teams that previously relied on workarounds.

The capabilities are tightly integrated with Amplitude’s analytics stack so that experiments are backed by the same behavioral data that powers the company’s existing segmentation and targeting support. Complementary features such as heatmaps, user surveys and session replay feed directly into the experimentation process to give teams faster feedback loops and eliminate the need to connect multiple tools.

“Because Amplitude Web Experimentation is built on the same platform as our analytics, session replay, surveys, and guides, every test is grounded in the full customer journey,” Amplitude wrote in a blog post. “You can watch the session, launch a survey, adjust the variant, and measure the outcome — all in one flow. No stitching tools together, no waiting for data teams, no context lost. Just faster feedback loops and better outcomes.”

The release comes ahead of an expected full launch of Amplitude AI Agents later this year. The agents will leverage real-time behavioral data to generate experiment ideas, automatically build variant copy and layouts and recommend next actions.

Amplitude AI Agents, which were released in preview in June, focus on customization, allowing users to decide the level of autonomy the agent has based on a given organization’s needs. Users can set guardrails, test insights and automate at their own pace to ensure that the team of agents works for them, not the other way around.

Photo: Amplitude