Feature Flags

What are feature flags?

Feature flags (also referred to as a feature toggle) is a technique to turn some functionality of your application off, via configuration, without deploying new code. This allows for better control and more experimentation over the full lifecycle of features.

Why use feature flags?

As feature development takes place server-side, they can be introduced simply as part of the product and engineering teams application development programme. As such feature flags are especially useful for teams using Agile and continuous delivery release programmes.

What are the benefits of using feature flags?

By taking an experimental approach and limiting exposure through rules, technical and performance risk can be greatly reduced. By first AB testing to a small segment of traffic, the team can determine the best version of a new feature or establish if the new feature represents an improvement. Once a feature has been tested and optimised, it can be rolled out as a ‘canary’ release. As such an informed decision can be established before full deployment.

In addition, as the changes in experience are all controlled entirely server-side, there is no risk of content flickering or need for page hiding techniques.

Examples of where feature flags can be used

  • Payment options
  • Checkout process
  • Authentication method
  • Site search algorithms

What are the considerations of using feature flags?

These are the same as Server-side testing in general. Coding and validation is conducted on the stack and will need to coordinate with the release programmes.

How can Webtrends Optimize help support release programmes

Through its REST API and Server-side testing platform, Webtrends Optimize can fully support feature testing. Once established, feature flags allow Marketers and non-engineers to test various features within products without the need for a code deployment.

More from the glossary

Site Search

Site Search Optimisation Help your visitors find what they need When your visitors are in a hurry, they often default

Read More »

Meta Tags

Meta Tags What are Meta Tags? Metadata is ‘data’ about data. In this context, Meta tags are small snippets of

Read More »

Get in touch

If you have more questions or want to know a little more about website optimisation and personalisation, send us a message or call us on 0333 444 5502.

Thank you!

Thanks for submitting your enquiry with us.
A member of the team will be in touch shortly to follow up with you.

Thank you!

Please check your inbox and validate your email address so that we can create your free trial account.

Training Videos

While we're setting up your account, feel free to check out our training videos. You'll find them at: https://help.webtrends-optimize.com/optimize/training-videos/

Blog

Or, take a look through our blog to review industry insights, wins and all things Experimentation. https://www.webtrends-optimize.com/blog/