11 ways to stop FOOC’ing your A/B tests

Work long enough in Conversion Optimization and you will hear this phrase:

“We tried [insert popular a/b testing tool], but there was a latency issue so we stopped testing.”

In 95% of cases, by “latency issue” they’re referring to the noticeable flicker or flash of the original version of a website before test changes are seen. It even has its own acronym: FOOC (Flash of Original Content)*. Here’s a beautiful example I created on the WiderFunnel home page:

An example of FOOC I created. This...