What is A/B Testing and Why Does It Matter?
A/B testing lets you compare two versions of a page to see which one performs better. Here's why every product team should be running experiments.
A/B testing (also called split testing) is one of the most powerful tools in a product team's arsenal. Instead of guessing which version of a page or feature will perform better, you let real users decide.
How it works
You split your traffic into two groups:
- Group A sees the original version (the control)
- Group B sees the new version (the variant)
After enough data is collected, you can see which version drives more conversions, signups, or whatever metric you care about.
Why edge-based testing is different
Traditional A/B testing tools inject JavaScript on the page, which causes a flash of unstyled content (FOUC) — users briefly see the original before the variant loads. It's jarring and hurts your results.
Koryla runs experiments at the edge — inside your framework's middleware layer, before the page reaches the browser. Whether you're using Next.js, Astro on Netlify, or a WordPress site, the variant is assigned server-side. There's no flicker, no layout shift, no performance penalty.
Getting started
- Create an experiment in your Koryla dashboard
- Add the Koryla middleware to your project (Next.js, Netlify, or WordPress)
- Define your variants and their target URLs
- Start collecting data
No script tags, no client-side JavaScript, no developer bottleneck for every experiment. The middleware handles everything before the browser sees a single byte of HTML.