A/B testing infrastructure or feature flags are set up

Conversion improvements compound over time only when they can be measured, and a codebase with hardcoded CTA copy, button colors, and form layouts has no way to isolate what actually moves the needle. Feature flags and A/B testing infrastructure let you ship variant hero copy, alternate pricing layouts, or different signup flows to subsets of traffic and read the results — without that scaffolding, every change is a guess and positive outcomes cannot be attributed to any specific decision.

Introduce at least one feature flag mechanism so conversion elements can be varied and measured. The simplest option is environment-variable-based flags in src/lib/flags.ts; the more robust option is PostHog feature flags, which ship with analytics already:

const showNewHero = process.env.NEXT_PUBLIC_NEW_HERO === 'true'

// Or with PostHog
const enabled = useFeatureFlagEnabled('new-cta-copy')

Wrap variant-ready elements (hero copy, CTA color, pricing layout) in flag checks.