What’s common across companies like Netflix, Airbnb, Amazon, and Google? - Their ability to continuously experiment and roll out enhancements quickly across all aspects of their business. Today, every business is fundamentally a technology business. To stay ahead of the competition, you must iterate quickly with experiments across configurations in search algorithms, navigation, checkout flows, discounts, and security settings without breaking existing experience. That’s precisely what unifying experimentation with feature management enables for you. Join Thejas Sridhar, Manager of Product Marketing, to explore the power of unifying A/B testing and feature management for continuous development. 

1. 1
Unifying A/B Tests with Feature
Management for Continuous Development
Deliver better experiences faster. Improve conversions.
A Product Webinar by VWO

2. 2
Little about me
A computer science engineer who began
my career as a developer and
transitioned into product marketing.
5+ years of experience in crafting GTM
and CRO strategies for SaaS companies
ranging from startups to enterprises.
Published author on global forums like
RevGenius, and Zoho.
Thejas Sridhar
Product Marketing, VWO

3. 3
Your scope of work as a
Product Manager?
3

4. 4
4

5. 5
Are you maximizing
conversions at every step of
the user journey?
5

6. 6
Every step of the user in your digital infrastructure is a conversion opportunity
Users browsing on
the mobile site
Users watching
your videos
Users on your
mobile app
Users buying your
subscription

7. 7
(It’s almost like baby-proofing your home.
Chances of failure are less but never ZERO)
Where all do users interact with your digital
landscape?
What could they typically do there?
Why do they convert or eject from there?
How can I improve user experience?
To maximize conversions, you need to have all these 4 bases covered

8. 8
Delivering top-notch user experiences across channels
Plan Feature Releases
Plan feature enhancements
from market study, customer
feedback, etc.
Run plethora of experiments
Experiment with multiple
feature variations to find the
best variations analytically.
Ensure Timely Releases
Ensure timely release of features
without breaking user-experience.
In some cases also take care of
feature adoption.
Be Prepared For Rollbacks
Roll back release with issues, get
dev team to fix it, and roll out the
feature enhancement once again.
Be Prepared For Contingencies
Have a contingency plan incase
user-experience breaks because of
unexpected issues in production.
05
01
02 03
04

9. 9
Is a robust framework
sufficient?
9
No. It’s not!

10. 10
Need for Speed!
10
* This webinar is not sponsored
by EA but let’s get to ‘the game’!

11. 11
How quickly can you launch new features?
When experimenting with features, can you select
audiences, tweak feature variable values without dev
dependency to use real-time data to improve
experiments?
When rolling out features, can you control the release
schedule, the environment, the end-user audience of
the release without developer involvement?
Can I release, rollback, or change feature variable
values for a specific set of audience without
deploying additional code?
How agile are you?

12. 12
The High Cost of Waiting: Why Slow Releases Hurt Your Business?
Competitors can steal your thunder: Once a competitor
product/feature reaches an inflection point, it becomes very
difficult to catch-up.
Delayed feedback loop: Takes longer to identify and address
user needs or dissatisfaction.
Missing market trends: Market trends could move faster than
your release speeds making your release feel like an afterthought
rather than an enhancement.
Lack of agility: Having long development cycles causes feature
creeps, makes it harder to experiment with values changes.
Corrective actions take longer: In case there’s an issue on
release, fixing it could take long causing significant damage in
reputation.
Still trying to catch up with

13. 13
So for high-speed feature launches
Decouple deployment and release where developers deploy code
and product managers control releases.
Give autonomous control to product managers over feature variable
values, audience selection and release schedule that they can control
in real-time to experiment and release features confidently.
Have feature flags to switch on/off feature variations visible to users.
- used as a kill switch incase some issues show up in production.
Data-driven accuracy + Speed + Safety to rollback = Successful feature launch

14. 14
Last fortnight it was Slack. But it could happen to anyone

15. 15
So how does successful
optimization look like
at scale?
15

16. 16
How top companies stay ahead of the curve?
Companies like Meta, Netflix, Airbnb, and Amazon stay on top because they :
Our success at Amazon is a function of
the number of experiments we run per
year, per month, per day.
Jeff Bezos
Relentlessly focus on improving user experience analytically.
Setup and run multiple complex experiments in lightning quick time to facilitate data-driven,
strategic improvements.
Have flexibility to run experiments the way they want without developer overheads.
Have made the cost of running experiments really low with little friction.
Have quick rollbacks in case of contingencies.
The payoffs of using experimentation and the
virtuous cycle of product development via the
scientific method are well worth the effort.
Netflix

17. 17
You need an experimentation and feature management application that is
Reliable at scale Cost-effective
Flexible Connected
How can you emulate such high-growth experimentation culture?
Easy to implement

18. 18
Enter VWO Testing - Server Side
18
Watch it live →

19. 19
Let’s take a look at VWO
with a real-life example
As a product manager for an
e-commerce company, you want
to optimize product price and
delivery charges.
19

20. 20
Define the Project
with the programming
languages and
necessary
environments.

21. 21
Define the feature,
feature variables, and
their default values.

22. 22
Setup the campaign key
and the environments
where you want the test
to run.

23. 23
Setup different variable
values as variations on a
feature variable dashboard,
that you can edit in
real-time without going
through the code review
cycle again.
You can even turn-off
variations that are not
performing well in the test
for quicker results and
reduced impact on
conversion metrics.

24. 24
Define the primary,
secondary and guardrail
metrics that you want to
track for this experiment.
Just paste the track
conversions snippet in
your code base, and VWO
will take care of real-time
conversion reporting for
variations.

25. 25
Configure traffic split
across variations or use the
multi-armed bandit for
dynamic allocation.
Select the audience
segment for the test using
custom variables and
conditional selection logic.
You can get better
variations specific to
environments.

26. 26
Get real-time Bayesian
powered reports that help
you make clear decisions.
You can filter reports for
segment specific analysis
by location, device, OS, and
even custom dimensions
defined by you.
*Report is for illustrative purposes only

27. 27
Once you have found the
better performing
variation, you can release
the feature progressively
using VWO’s feature
rollout.
You can configure
environments, rollout
traffic percentage, and
even the target user group.
Incase something goes
wrong, you can just toggle
the feature off with just a
click.

28. 28
The non-negotiables for any tech team!
8+ SDKs in front-end and back-end
languages to enable comprehensive
optimization across your tech stack.
Easy to setup SDKs with just a few lines
of code and comprehensive developer
documentation.

29. 29
Enterprise-grade security with GDPR, CCPR,
HIPAA, SOC 2 compliance etc. We even have
data-serves in the US, EU (Belgium), and India.
Blazing fast page loads since VWO makes no
external API calls while experiment campaigns
are being rendered from the server.
The non-negotiables for any tech team!

30. 30
VWO Testing - Server Side comes with a host of features that give you flexibility
Create Audience Selection
Variable Based Selection: Select the
audience for your campaigns using
custom variables defined by you.
Advanced Selection Logic: Create
your audience your way by combining
multiple conditions with parentheses
and logical operators.
Select audience from CDP: VWO
seamlessly integrates with CDPs such
as Segment. You can use custom
events for targeting a particular
audience segment based on behavior.
Report
Mutually Exclusive Tests: Run tests without any
visitor overlap for bias-free results.
Multi-armed bandit: Allocate more traffic to the
better performing variations to get experiment
results faser
A/B tests: Run A/B tests involving complex use
cases such as subscription flows, demo flows, etc.
Test across your stack: Run experiments to
optimize any part of your stack with VWO’s 8+
SDKs that cover both front-end and back-end.
Customizable Metrics: Optimize for metrics that
make the most sense for your business. Create
custom metrics with defined direction and
computational logic or even optimize metrics from
external tools.
Run experiments on headless CMS: VWO enables
experimentation on headless CMS platforms such
as Contentful with just a few clicks.
Reports based on SmartStats: Reliable
reports based on Bayesian statistics that
are valid whenever you look at them.
Filters: Filter your experiment reports
further to gather deeper insights about
specific audience cohorts.
Dimension Level Reports: Create
custom-dimensions using your business
attributes to view dimension level reports
and extract nuanced insights.
Share or Analyze Further: Easily share
reports via email for collaboration or
forward data to analytics tools integrated
with VWO such as GA with to analyze
results further.

31. 31
Keep delivering improved experiences
Experiment with unparalleled flexibility at scale.
Decouple deployment from releases for continuous development.
Roll out features progressively with single-click rollback options.
Food for thought: Strong brakes in our cars actually enable us to go faster!
Feature flags play a similar role in experimentation and feature releases.

32. 32
32
Questions?

33. 33
Experiment at scale.
Fail Fast. Fail Forward!
Try VWO Testing free
33