Start here. This is the direct spoken answer to practice first.
Why this question matters
Incident mitigation is about reducing user impact safely. The fastest option is not always the safest option.
I would choose based on impact, confidence, and reversibility. Rollback is good when the last version is compatible and the release caused the issue. Roll-forward is better when rollback is unsafe because of migrations, data changes, or external contracts. A kill switch or feature flag is useful when one feature path is bad and the rest of the system can keep serving users.