Most companies, whether they have a mature data or product organization or not, are already doing some form of A/B testing.

But there are many ways to get it wrong when reaching for an A/B testing solution. In my time as an account manager at an A/B testing tool company, and now at Mixpanel, an analytics platform that integrates with all the best testing tools, the biggest mistake I've seen teams make is to try to use an "all-in-one" solution. While this approach might be what some small teams with limited or no resources feel is easiest and most cost-effective, it's not ideal-and it rarely pays off.