Easily configure which feature flags are enabled for which user test segments. Unleash has built-in default strategies like Progressive Rollout that make getting started easy. Custom constraints allow targeting feature rollouts based on any attribute you can imagine like geo, customer type, or arbitrary telemetry.
Feature flag use cases: A/B testing
Why Feature Flags Are Important for A/B testing
Feature flags are essential for A/B testing, enabling precise and controlled experimentation. They streamline the testing process, allowing developers to easily switch between feature variants without deploying new code. This reduces the risk of introducing bugs and makes it simpler to roll back changes if needed. Additionally, feature flags provide the flexibility to dynamically adjust user exposure, facilitating data-driven decisions that optimize user experience and feature performance.
Controlled Experiments
Enable precise management of feature variations to test user reactions and performance.
Dynamic Adjustments
Allow real-time modifications to user exposure for optimized results based on live data.
Cross-session consistency
Ensure consistent user experience by keeping variants sticky across user sessions.
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Challenges and best practices for A/B testing using feature flags
Challenges:
Implementing complex targeting rules: Dividing users into logical groups based on complex targeting rules can be challenging
Sending impression data to analytics tools: Sending data on the performance of test variants to core analytics tools for analysis can be complex.
Consistent user experience: Ensuring that the same user receives the same variant across sessions requires customer coding.
Best Practices:
Advanced segmentation: Create reusable segments so that you can easily apply tests to the logical groups such as beta users, users in a particular geographic region or users on a particular device type.
Seamless integration: Establish seamless integration between your feature flagging and core analytics tools to send data on test variant performance automatically. This reduces complexity and ensures accurate data flow for analysis.
Session Persistence Mechanisms: Implement mechanisms to ensure session persistence to guarantee that users receive the same variant across different sessions, providing a stable and reliable user experience.
How Unleash enables A/B testing
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"We flipped the most important flag we could when we went from our in-house system to Unleash. Right away we found that it was scalable, highly performant, resilient out of the box. And Unleash ended up being 1/3 the cost of our homegrown feature flag solution, while also improving the reliability and scalability of our platform."
Mark Quigley
Head of Internal Developer Platforms and Engineering Enablement, Wayfair
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