A/B testing

Test changes with statistical significance

A/B tests, multivariate tests, and robust targeting & exclusion rules. Analyze usage with product analytics and session replay.

Screenshot of managing an A/B test in PostHog
  • boosted community engagement by 40%

    "Y Combinator uses PostHog's A/B testing to try new ideas, which has led to significant improvements."

    Read the story
  • tests product changes for over 25M users

    "Our data scientists are able to rapidly and autonomously iterate on the data models that power our home feed."

    Read the story
  • increased registrations by 30%

    "This experiment cuts drop-off in half – that's a 50% improvement without a single user complaining!"

    Read the story
  • switched from Mixpanel for a leaner stack

    "I feel like, every single week, we discover something new that makes a difference."

    Read the story

Features

  • Customizable goals

    Conversion funnels or trends, secondary metrics, and range for statistical significance

  • Targeting & exclusion rules

    Set criteria for user location, person property, cohort, or group

  • Recommendations

    Automatic suggestions for duration, sample size, and confidence threshold in a winning variant

  • Built on Feature Flags

    All the benefits of feature flags with added functionality around stat-sig experiments

  • JSON payloads

    Modify website content per-variant without additional deployments

  • Split testing

    Automatically split traffic between variants

  • Multivariate testing

    Test up to 9 variants against a control

  • Dynamic cohort support

    Add new users to an experiment automatically by setting a person property

Answer all of these questions (and more) with PostHog A/B testing.

  • Does this new onboarding flow increase conversion?
  • How does this affect adoption in Europe?
  • Will enterprise customers like this new feature?

Usage-based pricing

Use A/B testing free. Or enter a credit card for advanced features. Either way, your first 1,000,000 requests are free – every month.

Note: A/B Testing and Feature Flags are currently packaged together and share volume limits.

Free

No credit card required

All other plans

All features, no limitations

Requests

1,000,000/mo

Unlimited

Features

Boolean feature flags
Included
Included
Multivariate feature flags & experiments
Included
Included
Persist flags across authentication
Included
Included
Test changes without code
Included
Included
Multiple release conditions
Included
Included
Release condition overrides
Included
Included
Flag targeting by groups
Included
Included
Local evaluation & bootstrapping
Included
Included
Flag usage stats
Included
Included
A/B testing
Included
Included
Funnel & trend experiments
Included
Included
Secondary experiment metrics
Included
Included
Statistical analysis
Included
Included
Group experiments
Not included
Included
Multi-environment support
Not included
Included
Data retention

1 year

7 years

Monthly pricing

First 1 million requests
Free
1-2 million
$0.000100/request
2-10 million
$0.000045/request
10-50 million
$0.000025/request
50 million+
$0.000010/request

FAQs

PostHog vs...

VWO
Unlimited experiments
Multivariate experiments
Secondary goals
Minimum goals
Duration prediction
Cross-domain experiments
Traffic allocation
Target by location
Target by cohort
Target by person property

So, what's best for you?

Reasons a competitor may be best for you (for now...)

  • No-code experiments or CMS capabilities
    • You'll still need a designer/engineer to create experiments
  • No integration with Google Ads
    • PostHog can't run ad experiments, or target users into an experiment based on an ad variant engagement.

Reasons to choose

  • Integration with other PostHog products
    • Attach surveys to experiments or view replays for a test group. Analyze results beyond your initial hypothesis or goal metric.
  • Automated recommendations for sample sizes and runtime
  • Automatic significance calculator – to help you figure out the winning variant as quickly as possible
  • Robust targeting and exclusion options, including cohorts and location
    • Anything you monitor in analytics, you can target in an experiment

Have questions about PostHog?
Ask the community or book a demo.

Featured tutorials

Visit the tutorials section for more.

  • Running experiments on new users

    Optimizing the initial experience of new users is critical for turning them into existing users. Products have a limited amount of time and attention from new users before they leave and churn.

    Read more
  • How to set up A/B/n testing

    A/B/n testing is like an A/B test where you compare multiple (n) variants instead of just two. It can be especially useful for small but impactful changes where many options are available like copy, styles, or pages.

    Read more
  • How to run holdout testing

    Holdout testing is a type of A/B testing that measures the long term effects of product changes. In holdout testing, a small group of users is not shown your changes for a long period of time, typically weeks or months after your experiment ends.

    Read more
  • How to do A/A testing

    An A/A test is the same as an A/B test except both groups receive the same code or components. Teams run A/A tests to ensure their A/B test service, functionality, and implementation work as expected and provides accurate results.

    Read more

Install & customize

Here are some ways you can fine tune how you implement A/B testing.

Explore the docs

Get a more technical overview of how everything works in our docs.

Meet the team

PostHog works in small teams. The Feature Success team is responsible for building A/B testing.

Roadmap & changelog

Here’s what the team is up to.

Latest update

Aug 2024

Relative deltas and credible intervals added to A/B tests

Juraj would like everyone to know that we've now added relative deltas and credible intervals to our A/B testing tool. In order for you to understand how cool that is though, some explanation may be needed...

A relative delta is the percentage change in conversion rate between the control and test variants. So, a bigger delta means a bigger impact for an experiment.

The credible interval is...complicated. Basically, an experiment measures a certain value (like a conversion rate) and the true value isn't actually the result that's displayed - that's just an approximation because an experiment only measures a small sample of the population. The credible interval gives you a better look at the true data by showing a likely range for the results, as well as a probability percentage that reflects certainty.

Relative deltas are pretty obviously useful for a lot of situations where you want to understand the broad improvement, but credible internal is a more advanced metric which is useful for getting into the nitty-gritty of statistical significance.

Finally, we've also made it easier to ship the winning variant when your experiment reaches a significant result, via a shiny new 'Make decision' modal, which you can see above. Snazzy!

Up next

  • No-code experiments / Visual editor

    A visual editor for experiments would allow users to test changes to their website / app without having to touch the code.

    Milestones
    Project updates

    No updates yet. Engineers are currently hard at work, so check back soon!

Questions?

See more questions (or ask your own!) in our community forums.

  • Question / Topic

Pairs with...

PostHog products are natively designed to be interoperable using Product OS.

This is the call to action.

If nothing else has sold you on PostHog, hopefully these classic marketing tactics will.

Eco-friendly

PostHog Cloud

Digital download*

PostHog Cloud
People on G2 think we're great

Notendorsed
by Kim K

*PostHog is a web product and cannot be installed by CD.
We did once send some customers a floppy disk but it was a Rickroll.

  • Select your cloud
  • Starts at:
    $0Free>1 left at this price!!

Hurry: Tons of companies signed up . Act now and get $0 off your first order.