Built a 200-line A/B testing framework (no third-party SDK)
Variant assignment with cookie persistence, exposure events, and conversion tagging. Two live experiments today: homepage hero CTA copy and pricing layout (cards vs table).
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What we shipped
A small experiments framework under /lib/experiments. Each experiment defines variants, an audience predicate, and an assignment hash; the client picks a variant on first visit and stores it in a cookie so the same user sees the same variant across sessions.
Variant exposure events fire to our analytics endpoint, and conversion events tag with the active variant for easy slicing.
What's running
Two live experiments today: hero CTA copy on the homepage, and pricing page layout (cards vs table).
Why DIY
We considered LaunchDarkly, GrowthBook, and similar. For the volume we have today, a 200-line module that we own end-to-end is a better fit. We'll re-evaluate at 10x current traffic.
See the full changelog
Or peek at what we’re building next on the roadmap.