I think A/B testing is one of the
most expensive ways of getting feedback on a product feature.
- You have to make good decisions about what you're going to test
- You have to build the feature twice
- You have to establish a statistically robust tracking mechanism. Using a vendor helps here, but you still need to correctly integrate with them.
- You have to test both versions of the feature AND the tracking and test selection mechanisms really well, because bugs in any of those invalidate the test
- You have to run it in production for several weeks (or you won't get statistically significant results) - and ensure it doesn't overlap with other tests in a way that could bias the results
- You'd better be good at statistics. I've seen plenty of A/B test results presented in ways that did not feel statistically sound to me.
... and after all of that, my experience is that a LOT of the tests you run don't show a statistically significant result one way or the other - so all of that effort really didn't teach you much that was useful.
The problem is that talking people out of running an A/B test is really hard! No-one ever got fired for suggesting an A/B test - it feels like the "safe" option.
Want to do something much cheaper than that which results in a much higher level of information? Run usability tests. Recruit 3-5 testers and watch them use your new feature over screen sharing and talk through what they're doing. This is an order of magnitude cheaper than A/B testing and will probably teach you a whole lot more.