Feature Flagging

Technique used toremotely activate or deactivate certain functions of a site or application, without having to redeploy the code.

In the context of CRO andA/B testing, feature flags are particularly useful for progressively testing new functionalities, monitoring their impact on the user experience, or limiting their deployment to specific segments. They also enablerapid iteration in production, while reducing technical risks. Solutions such as LaunchDarkly, ABtasty Feature Experimentation, or Firebase Remote Config are commonly used to manage these activations in a flexible, secure and measurable way.