Overview

Leanplum’s A/B Testing provides app-first teams with a unified experimentation engine to test messaging, UI variations, and campaign strategies across push, in-app, email and web channels. It lets marketers and product teams rapidly create experiments without new app releases, allocate users to control/variant groups, and measure impact on engagement, retention and conversion with built-in analytics. The platform supports variable testing (feature flags, UI), message content experiments, and metrics monitoring so teams can iterate quickly and make statistically informed decisions.

Features and Capabilities

• Experiment Creation & Management: Create A/B tests for messages, UI variables or campaign actions from dashboards or message composer; manage multiple variants and set traffic allocation.
• Multi-Channel Testing: Run experiments across push notifications, in-app messages, email and web so results reflect full user journey.
• No-Release Message & Variable Overrides: Change message copy, assets, or variable values remotely without publishing a new app build; test app behavior and content in real time.
• Segmentation & Targeting: Define test audiences using behavioral, demographic, and device attributes; preview segments and reuse them across experiments.
• Analytics & Results Visualization: Built-in analytics dashboard shows conversion graphs, metric tiles and significance indicators so teams can quickly identify winning variants.
• Metric Customization & Goals: Choose primary and secondary metrics (engagement, opens, conversions, retention) and measure lift per variant with time-series and aggregate views.
• Statistical Significance & Reporting: Highlight statistically significant outcomes, enable confidence thresholds and export test results for deeper analysis.
• Experiment Scheduling & Rollouts: Schedule experiments, stagger rollouts, and perform gradual ramp-ups or rollbacks based on results and safety checks.
• Actionable Integrations & Data Export: Stream experiment data to analytics and data warehouses; integrate with attribution, analytics or CRM systems for downstream analysis.
• Developer Tools & SDKs: Mobile SDKs (iOS, Android, JS) support variable overrides and event tracking; APIs allow programmatic test creation and control.
• A/B Test Analytics & Troubleshooting: Dedicated analytics pages for ongoing tests, guidance on interpreting results, and troubleshooting docs for common pitfalls.