This guide explains how web experimentation is essential for modern conversion rate optimization (CRO), helping teams improve digital experiences from acquisition to retention. It emphasizes building a culture of testing, aligning experiments with clear goals, and using tools like A/B and multi-armed bandit tests effectively. It highlights best practices such as using unified variable sets, prioritizing high-impact tests, and leveraging behavioral data for personalized targeting. Amplitude Web Experimentation offers server- and client-side testing, seamless analytics integration, and session replay, enabling faster insights and higher ROI across the customer journey.

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