The A/B Testing Paradox

In marketing, we frequently use A/B testing when we have a hypothesis we want to prove, but it's not always the right tool for the job.

Most of the time, A/B testing is worthless. The time spent designing, running, analyzing, and taking action on an A/B test will usually outweigh the value of picking the more desirable option.

So what can you do?

Matthew breaks down when and why you might look at alternatives, and why A/B testing so frequently ends up being a costly endeavour.