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In summary, running A/B tests via middleware has a number of advantages:

Worse, because 2 users may see different responses from the same URL, CDN caching becomes much less effective. While this method gives the developer the most control, it may incur higher latencies because every request must hit the origin server. In this configuration, the developer has the freedom to implement their split tests how they want, contacting the A/B testing service to determine a user’s bucket and report events. Many A/B testing products also allow you to do the split testing on the server-side. These side effects often have a negative impact on your web vitals score and consequently SEO rankings. This results in either noticeable delays if using synchronous JavaScript, or a flash of baseline content if using asynchronous JavaScript (as you’ll see in the results below). When the test is run, the client-side script will contact a server to determine the user’s bucket, then dynamically modify the DOM before showing the test to the user. Many of these products offer a visual editor to modify existing pages in production. This is often the easiest way to integrate into an existing tech stack, where a developer adds a script tag to the page they want to test. Many A/B testing products (like Google Optimize, Adobe Target, and VWO) default to a client-side approach for serving A/B tests. Comparison to other A/B testing approaches Client-side A/B Testing In practice, the developer can implement each variant that they want to test as a separate route, and the middleware glues it all together. When routes are also served from the edge, users benefit from lower latencies to content.

Routes can either be served at the edge if built via SSG, or served at the server via server-side rendering.

The middleware transparently proxies the request to the appropriate variant and sets a cookie, so that subsequent requests from the same user see the same variant and the user is oblivious to the A/B test.

When a user first requests a page, such as your homepage, the middleware will flip a coin to choose which version to serve.

The diagram above shows how Next.js A/B testing works at a high level when paired with SSG. The middleware transparently redirects different users to different versions of your application, which you can use to assess how each version impacts your business metrics. Middleware is the perfect tool for implementing A/B tests (also known as split tests). When paired with SSG, the entire A/B test can be served from the edge.

CDN), providing a way to quickly re-route requests.

Middleware functions run at the edge (i.e.

Responsive javascript flash player dectetion