A/B Testing with Feature Flags: Ship Experiments Without the Complexity

This was originally published on rollgate.io/blog/ab-testing-feature-flags . Why A/B Test with Feature Flags? Most teams think A/B testing requires a dedicated experimentation platform — Optimizely, LaunchDarkly Experimentation, or Google Optimize (RIP). These tools cost thousands per month, add SDK bloat, and introduce yet another vendor into your stack. Here's the thing: if you already have feature flags, you already have 80% of what you need for A/B testing . A feature flag with percentage-ba