A/B testing with feature flags a-b-testing

Last update: Thu Mar 26 2026 00:00:00 GMT+0000 (Coordinated Universal Time)

A/B tests in Experience Rollouts are performed using feature groups. By configuring more than one variant in a feature group, you can serve different versions of a feature to different subsets of your audience and compare results.

Prerequisites prerequisites

You have access to the console — see Log in to the console
You belong to a team and your application is onboarded
You have the Developer or Product Release Owner role
You have created the feature flags to test — see Create your first feature flag

Step 1: Create a feature group with multiple variants create

Navigate to Feature Testing > Feature Groups and select New Feature Group.
In Basic Details, provide a title, key, and description.
Set a percentage rollout to define how much of your audience participates in the test.
Set Variants to a value greater than one (for example, two variants for a classic A/B test).
See Set a feature group to gradually roll out to understand how the exposure percentage is distributed across variants.

Step 2: Set the audience audience

On the Audience tab, add audience criteria and select the applications to include. Feature groups can span multiple applications within the same team.

NOTE

To target external users in an A/B test, you must have the Product Release Owner role. The Developer role is sandboxed and limited to private testing.

Step 3: Add features per variant features

Under the Features tab, each variant has its own tab. Add the appropriate feature flags to each variant to define the different experiences you want to compare.

IMPORTANT

A feature flag can only be served through one method at a time — feature flag, feature group, or release. Adding a flag to a feature group removes any audience or percentage rollout set directly on the flag.

Step 4: Save and activate save

Save the feature group settings. When you are ready to start the test, set the feature group to the active state.