How to Activate Headline A/B Testing

Marfeel offers headline and image A/B testing as an add-on. This article assumes you have the feature enabled on your account. If you don’t, do not hesitate to contact your Account Manager to activate a trial.

Marfeel offers two different ways to implement A/B testing.

No-code A/B testing activation

Marfeel allows publishers to enable headline and image A/B testing without having to add any code or extra instrumentation.

The Marfeel SDK will lazy load the required A/B testing runtime. This option can be easily enabled from and will get you started within seconds.

The no-code activation is ideal to give A/B testing a go, to get you started without any friction and any costs, to see all the power and what you can achieve with it.

To activate headline and image A/B testing:

  1. Create a new Editorial A/B testing Tag Experience:
  2. Add a title (this is for internal purposes only).
  3. Under Where do you want to set A/B tests?, specify the url of the page where you want to have A/B testing enabled:
  4. Admins have control over how they want to proceed once the system has identified a statistically relevant winner of an A/B test. There are two options:
    • Have Marfeel to automatically replace the article: Keep winner variant
    • Have the system report the results and make the permanent change on the CMS: Keep original variant

Regardless of which option you choose, the best practice for replacing the current headline or image with the new winner is to permanently change it in the CMS.

Javascript based instrumentation

Marfeel allows publishers to directly load the A/B testing runtime on the pages using it. This method avoids a round-trip to the Marfeel servers and helps prevent visual flickers when swapping headlines.

Once you’ve decided to fully adopt A/B testing, we strongly recommend using this activation method.

To activate it, you have to add these 2 extra lines of code to the pages where you want to enable A/B testing, oftentimes just the homepage.

  • Remember to replace the site_id=0 with your account ID.
  • The url= parameter must contain the same URL used in the rel=canonical of the page.
<script type="module" src="" async></script>
<script type="application/javascript" src="" nomodule="" async></script>

The nomodule attribute on the script tag is a browser hint to only load one or the other depending on its supported features. It’s not supposed to load both of them. If nomodule is not present, both JS files will load incorrectly. You can read more about nomodule on Mozilla docs.