Hello I'm quite newbie in UX, especially in A/B Testing methods.
In my opinion and after I read some of articles. A/B testing usually used for analyze some new call to action button, copywriting, layout, or colors. Measure the new and existing design with conversion rate, etc.
But the question is, can A/B testing used for analyze new features? For the example I have 2 variation of design. existing and new design. I want to implement new features in new design. So, I doing A/B testing for monitoring the conversion rate of:
- Existing design (without new feature).
- New design (with new feature).
Is it possible to find a winner of that variations? Can we conclude that our new feature have a positive response for users?