Implement-ab-testing-with-cms-content

Key Takeaways

• Store A/B variants as separate fields (simple) or separate documents (scalable) in your CMS
• Experimentation platforms like LaunchDarkly, Optimizely, and VWO handle variant assignment and traffic splitting
• Server-side assignment avoids layout shift and is better for SEO; client-side is simpler to implement
• Statistical significance matters—don't call a winner until you have enough data (typically 95% confidence)
• Clean up losing variants from your CMS after declaring a winner to avoid content debt