Custom Flags are here: End-to-end digital experience optimization in one platform

Picture this: your content team uses one tool to A/B test blog headlines while the growth team uses another solution to personalize the website experience. On top of that, your product team relies on another platform to experiment with new features, and your UX team has yet another solution for testing checkout flows. 

What if there was a better way? What if you could run content A/B tests, personalize user experiences, and experiment with features all from a single platform with unified audience segmentation, consolidated analytics, and one cohesive view of your optimization efforts?

Today, we're making that vision a reality. Custom Flags is now generally available, transforming Contentful into your complete command center for digital experience optimization. Whether you're testing a new headline, personalizing your campaign pages, or experimenting with checkout flows, everything now happens in one place.

What's new in Custom Flags

Custom Flags delivers enterprise-grade capabilities that put feature experimentation on equal footing with content optimization:

• Preview functionality: Test and review Custom Flags variations before going live, just like you do with content changes.

• Automated performance tracking: Every flag automatically tracks usage and performance through Experience Insights.

• Manual tracking controls: For complex scenarios where flags are used within specific user flows or modals, you have full control over when and how performance is measured.

• Enhanced data types: Beyond strings and JSON, you can now define Number and Boolean flags for more precise control and cleaner implementation.

What Custom Flags brings to the table

Custom Flags extends Contentful Personalization beyond content personalization and experimentation, adding robust feature experimentation capabilities directly within your existing workflow. Think of it as completing the optimization puzzle. You can now test, personalize, and optimize every aspect of your digital experience from one unified platform.

Any non-Contentful content, design, or layout becomes fair game for optimization. Test different ways to display product specifications pulled from your PIM (product inventory management) system, experiment with how user-generated reviews are formatted and positioned, or optimize the presentation of pricing data from your ERP (enterprise resource planning) software. 

Ecommerce excellence

Experiment with checkout flow variations to reduce cart abandonment by testing single-page vs. multi-step checkouts, guest checkout options, or different form field arrangements, all while maintaining a cohesive customer experience.

Personalize pricing strategies or promotional displays based on customer segments, purchase history, or geographic location. Test different discount presentations, urgency messaging, or bundle offers while ensuring they complement rather than conflict with your business strategies.

A/B test payment method options to optimize conversion rates across different customer segments. Experiment with payment button placement or alternative payment methods like Buy Now Pay Later options, measuring their impact on completion rates and customer satisfaction.

Digital experience optimization

Test navigation structures and layouts to improve user journey efficiency. Experiment with mega-menus vs. simplified navigation, different category organizations, or mobile-first design approaches while your content personalization ensures users see relevant information regardless of the navigation path they choose.

Experiment with onboarding flows to accelerate user adoption and reduce time-to-value. Test progressive disclosure vs. comprehensive overviews, interactive tutorials vs. self-guided exploration, or personalized onboarding paths based on user roles — all while delivering tailored content that matches their chosen journey.

Personalize feature availability based on audience segments to create more relevant experiences. Show advanced features to power users while simplifying interfaces for beginners, or customize dashboard layouts based on subscription tiers, ensuring the supporting content and messaging aligns with each user's feature set.

Test different CTA placements and designs to maximize conversion across various touchpoints. Experiment with button colors, positioning, copy variations, or smart CTAs that change based on user behavior while your content personalization provides the compelling messaging that drives users to take action.

Interactive demo: Custom Flags

Create personalized experiences and experiments with content managed outside of Contentful.

Looking forward

Custom Flags represents another step in Contentful's evolution toward becoming the definitive command center for digital experience optimization. We envision a future where every aspect of the customer experience — from content and personalization to design and layout — can be optimized, tested, and refined from a single unified platform.

Whether you're looking to eliminate tool sprawl, accelerate experimentation velocity by eliminating dependencies, or unlock optimization opportunities that were previously too complex to pursue, Contentful Personalization gives you the platform to make it happen.

Don't wait for your competitors to discover the power of unified optimization. Start personalizing with Contentful Personalization today and see how your optimization efforts can transform your digital experience strategy and drive meaningful business results.

Ready to start using our new features? Custom Flags is available now for all Contentful Personalization Core and Scale tiers. Please visit the pricing page for more details.

Explore our comprehensive documentation, follow our getting started guide, or contact our team to schedule a personalized demo and see Contentful Personalization in action.

Take a tour

Chat with our team

Your experiences should wow, not wait. Let's talk.

Inspiration for your inbox

Subscribe and stay up-to-date on best practices for delivering modern digital experiences.