Using feature-flags. It is a boolean attribute that gets controlled via an interface. The codebase (Front end as well as backend) build features based on the value of a feature-flag.<p>When a build is open to public, a load balancer will strategically deviate the traffic between two features and the analytics code will pickup the metrics which will be later used for analysis.<p>Post build process, based on the review of usage or conversion rate, the feature code cleanup will be done.