A/B testing: performative experimentation at scale
summary
Claims that Edge Middleware lets A/B tests run at the network edge so experiments avoid SSR latency and DOM flicker, and demonstrates a concrete implementation using Next.js middleware, cookies, getStaticPaths/getStaticProps, and a simple Node crypto bucketing algorithm. Builds a two‑variant demo that moves CTA buttons, deploys on Vercel, and reports that rewrites are fast with reduced layout shift. Measures impact with Vercel Analytics, showing how to collect page views, sessions, and web‑vitals to decide which variant actually wins.
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chapters (9)
- 0:00Introduction to A/B testing
- 1:07Defining A/B testing
- 2:11Benefits of experimentation
- 4:33Common arguments and myths
- 6:50Designing your experiment
- 9:29Traditional testing methods
- 11:53Why Edge middleware excels
- 12:52Hands-on demo
- 31:27Measuring and wrapping up
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