![]() ![]() Bucketing on the initial request: Middleware will determine the user’s bucket off the initial HTTP request, obviating the need for additional requests. ![]() By doing this at the edge, we can leverage its short latency to users. Bucketing at the edge: User bucketing is on the critical path and can severely impact load times.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.
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