A/B Testing: Anti-Flicker

Reduce “flash of original content” while a variant applies.

Anti-flicker in action
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Utested element hidden briefly then revealed once the variant applies.

What Anti-Flicker Does

  • Temporarily hides only the tested elements when possible
  • Reveals the page once the variant is applied (or after a timeout)
  • Prevents infinite hiding with a fail-safe timeout

Tradeoffs

  • Too short timeout → visitors may see the original content briefly
  • Too long timeout → the page may feel slower if the variant fails to apply

If your page becomes invisible

Anti-flicker must always reveal. If you see a page stuck hidden, stop the test and review the QA checklist.