Scenario: You’ve thought up a small change for your app. You write and test the code, and everything looks good. As you’re about to push it into production, you stop and ask yourself, “Will the users like this?”
You start having doubts, that maybe the idea isn’t as good as you previously thought. Still, you continue to have a strong feeling that it’ll make your app better.
One solution to this dilemma is to gradually introduce the change to a portion of users and track its impact on them. This is called A/B testing, and it’s a simple, low-risk way of letting your users pick which variant yields better results.