I had a few questions about A/B Testing vs Cohort Analysis (dividing users based on registration time).
1.) Is A/B testing mainly used for UX design changes (such as change in Sign Up button Color) or can be used to split test features (such as conversion rate on freemium vs free trial)
2.) What conclusions can I draw from results received from A/B Testing vs Cohort Analysis? Example: A/B Testing helps to tell us that this feature improves conversion in general irrespective of the user Vs Cohort Analysis tell us that conversion of users joining in month 2 is better than in month 1 gives us overall direction a site is going in (conversion rate may or may not be because of new feature implemented between month 1 and 2).
3.) Is it true that A/B testing can be used to test hypothesis faster and Cohort Analysis takes more time?
4.) Should we run A/B testing on a new feature to see if conversion rate has improved and then use Cohort Analysis to see long term effect of new feature? (if Cohort Analysis shows improvement in conversion month over month how strongly can we attribute it to the new feature implemented if no other changes are made to site)