A/B testing can be a great way to gauge your user’s reaction to new features before rolling them out to your entire app. For example, Onefootball, a leading soccer app, wanted to test a Top News section in their app’s News stream. However, they first wanted to determine whether this potential change would lower revenues. They set up a test with a control group and two exposed groups, which showed them that this proposed change would not hurt revenue. As a result, the feature increased daily engagement by 5 percent, and articles read on the app rose by 6 percent.