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.

• ID: marketing-conversion.conversion-infrastructure.ab-testing-setup

• Severity: low

• What to look for: Check package.json and codebase for A/B testing or feature flag tooling: (1) A/B testing libraries — @vercel/edge-config, growthbook, statsig-js, launchdarkly-js-client-sdk, split.js, optimizely-sdk; (2) Feature flag patterns — environment variable-based flags (checking process.env.NEXT_PUBLIC_FEATURE_X) used on conversion elements; (3) Google Optimize or similar script tags in the root layout; (4) PostHog or Amplitude feature flags (posthog.isFeatureEnabled(), amplitude.getVariant()).

• Pass criteria: List all A/B testing or feature flag mechanisms found in the codebase. At least 1 A/B testing library, feature flag system, or feature flag pattern is present that could be used to test conversion elements. Report even on pass: "X A/B testing or feature flag mechanisms found."

• Fail criteria: No A/B testing library, feature flag library, or feature flag pattern found. Every conversion element is hardcoded with no mechanism for testing variants.

• Skip (N/A) when: Project is pre-launch with fewer than 500 estimated monthly visitors. Signal: project_size is small and no analytics showing traffic data is configured. A/B testing requires traffic volume to be meaningful.

• Detail on fail: "No A/B testing or feature flag infrastructure found. All CTA copy, colors, and form layouts are hardcoded with no variant-testing capability.".

• Remediation: You cannot improve what you cannot test. A/B testing infrastructure is investment that pays off as traffic grows. The simplest approach is environment variable-based feature flags:

  // Simple env-based flag
  const showNewHero = process.env.NEXT_PUBLIC_NEW_HERO === 'true'
  
  // Or with PostHog feature flags (if already installed)
  const { isFeatureEnabled } = useFeatureFlagEnabled('new-cta-copy')
  

  For a more robust setup, PostHog (which may already be in your stack for analytics) includes feature flags and experimentation at no additional cost.