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· 8 min read
David Herbert

The ability to make good decisions is often the leading factor in the success of a business. Yet, it is becoming increasingly difficult for companies to decide on what ideas to develop and content to optimize for users with certainty that it will perform as predicted.

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Feature flagging is a vital technique that enables businesses to perform controlled A/B test experiments to gauge and analyze the impact of their decisions. A/B testing can effectively improve a business's overall performance and boost conversion rates by comparing and contrasting multiple implementations based on their performance with real users.