Knowing what your customers expect is one of the most difficult challenges when developing a product. Your team may prefer a particular color scheme, whereas your customers may prefer a different one. Fortunately, even if you're updating as you go, you don't have to read customers’ minds.
Including A/B testing in your development process can help you ensure that you're always in sync with your customers and never have to second-guess your decisions. Furthermore, it is simple and inexpensive, and it has the potential to significantly improve the success of your work.