Server-Side Testing
Server-side A/B testing is a form of experimentation. It is conducted on the server before the web page is delivered to users’ browsers. This technique differs from client-side testing because variations are applied to the web page directly on the server and not rendered on the client browser.
Pros Of Server-Side Testing
Minimal performance impact: Pre-determined variations are served on the fly through the browser, and thus page load times are not affected.
Deep Experimentation Capability: The ability to experiment with a product's functionality by manipulating variables.
Multi-channel testing: Experiments can be run on multiple channels simultaneously, such as web, mobile and email.
Pros Of Client-Side A/B Testing
Easily Accessible for Marketers: Simple JavaScript modification provides marketers with easy access to analytics.
No programming skills required: Client-side testing allows you to develop testing code without coordinating with a website release. You can experiment almost instantly.
Minimal SEO Impact: Results from client-side tests are low impact, with only very minor changes to the page's code. Google typically ignores client-side changes to pages for the purposes of indexing.
Better Segmentation: Because client-side tests are performed after the page is loaded, they are more accurate and can make better decisions based on "intangible" factors such as search engine keywords that visitors entered into their browsers.
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