Start Free trial

Articles in this section

Wingify Web Experimentation vs. Wingify Feature Management

Shweta Ajwani
  • Updated
Share:
close this to read article

This article covers the following:

Choosing your Path to Better Customer Experiences

As companies get more serious about using data to make decisions, they often want to run more experiments and tests. This is what we call evolving your "experimentation culture."

To support businesses at different stages of this growth, Wingify offers two powerful ways to test and improve digital products: Wingify Web Experimentation and Wingify Feature Management.

Think of it like building things: you might start with simple tools for quick fixes, but you need more advanced equipment as your projects get bigger and more complex.

Wingify's products follow a similar idea, offering the right tools as your testing needs grow.

Let's compare our Web Experimentation and Feature Management products, especially when you want to change what your users see and interact with.

Finding the Right Tool for Your Experiment

To help you see which tool fits best, here’s a comparison.

Feature / Product

Wingify Web Experimentation (Includes Visual & Code Editor)

Wingify Feature Management
What it is Your go-to for testing changes specifically on your website. A system for managing and testing any kind of change across any platform.
How it's set up You add a small piece of Wingify code (SmartCode) to your website pages. Your technical team integrates Wingify SDKs (Software Development Kits) into your application's code (website, mobile app, backend, etc.).
Who is it for Great for marketing teams, CRO specialists, and designers. The Code Editor is helpful for those with some coding skills. Primarily for technical teams like developers, product managers, and engineers.
Platforms supported Limited to websites that load in a browser. Supports any platform where you can integrate the SDK, including websites, mobile apps, smart devices, and backend systems.
Examples of Tests
  • Changing button text or color on a landing page. 
  • Rearranging sections on a product page. 
  • Showing a different headline to see which performs better. 
  • Using the Code Editor to add a simple pop-up after a user scrolls down.
  • Testing different pricing calculations (backend change reflected on the frontend) 
  • Rolling out a new user onboarding flow across your website and mobile app 
  • Showing different content feeds in a mobile app based on user behavior 
  • Testing variations of a search algorithm that impact the search results displayed.
Limitations
  • Only works on websites. 
  • Changes run in the user's browser, and if they are complex, can sometimes cause a slight flash of the original content before the test appears. 
  • Not designed for testing changes deep within your application's logic or backend systems 
  • Implementing complex interactions on highly dynamic pages can be tricky 
  • Can potentially slow down page load slightly with complex changes.
  • Requires developer involvement to integrate the SDK and wrap features in flags. 
  • Less ideal for very simple visual tweaks that don't involve underlying logic changes.
Strengths
  • Easy to get started with the Visual Editor for quick changes 
  • Code Editor allows more flexibility than the Visual Editor without needing full development cycles 
  • Fast turnaround time for many website changes.
  • Enables testing and rolling out features across all your digital products. 
  • Changes are often rendered server-side, meaning no "flicker" or latency issues for the user. 
  • Allows for testing deeply integrated features and complex logic. Provides fine-grained control over who sees what changes using feature flags.

What do both products offer you?

While Web Web Experimentation and Feature Management cater to different levels of technical complexity and platforms, they both share core Wingify capabilities designed to help you run effective experiments and make smart decisions:

  • Clear Reporting: Both give you access to easy-to-understand reports powered by robust Bayesian statistics. You can see how your variations perform, compare different groups of users, and get reliable insights into which changes win.
  • Connecting to your business goals (Data Platform): Both products connect to Wingify's Data Platform. This means you can link your experiments directly to the metrics that matter most to your business, like revenue, sign-ups, or conversion rates. You can track specific user actions (Events) and use information about your users (Attributes) for targeting and analysis. For Web Experimentation, some basic audience targeting based on browser info is available, while with Feature Management, you pass user information via the SDK, giving you immense flexibility in defining who sees your tests.
  • Smart experiment setup: You can set up advanced rules for your experiments, like ensuring users in one test aren't accidentally included in another (mutually exclusive groups (MEG)) or controlling what percentage of your visitors see a variation. Both allow for sophisticated targeting based on user segments you define.
  • Planning and teamwork (Kanban): Whether you're using Web Experimentation or Feature Management, Wingify provides tools like a Kanban board to help your team plan, track, and collaborate on experiments, keeping everyone on the same page. This helps build that strong experimentation culture we talked about!
  • Seeing user behavior (Integration with Wingify Behavior Analytics): Both can integrate with Wingify Behavior Analytics tools like session recordings and heatmaps. This is incredibly valuable because you can see not just what happened (in the reports) but why it happened by watching real user interactions.
  • Connecting with your other tools: Both products are built to fit into your existing data and analytics ecosystem. You can easily send your experiment data from Wingify to your data warehouse, cloud storage, customer data platforms (CDPs), and analytics tools for further analysis and unified reporting.

Summary

  • Wingify Web Experimentation (Visual & Code Editor): Great for quick, focused frontend tests and changes on your website. Ideal for teams who need flexibility without heavy developer involvement for every change.
  • Wingify Feature Management: Necessary when you need to test complex features, change backend logic that affects the frontend, or run experiments across mobile apps and other platforms beyond just your website. It requires technical resources but provides ultimate power and flexibility.

Many companies start with Wingify Web Experimentation to build momentum with website optimization and then adopt Wingify Feature Management as their experimentation needs become more integrated across their technology stack.

We're here to help you determine the best approach for your team and goals. Let's chat more about what you're looking to achieve!

Need more help?

For further assistance or more information, contact Wingify Support.

Was this article helpful?

Return to top

Related articles