The A/B Testing Myth (What You’ve Been Getting Wrong All Along)

Think you know A/B testing?

What if I told you most people are doing it wrong—and it’s costing them growth, revenue, and time?

This week, we’re peeling back the layers of A/B testing to uncover its basics, common misconceptions, and what you need to get it right.

What is A/B Testing (and Why Most People Get It Wrong)

A/B testing is deceptively simple: compare two versions of something and see which performs better.

In theory, it’s straightforward. In practice? Not so much.

Let’s break it down: A/B testing (also called split testing) is an experiment. You take a control (A) and a variation (B), expose them to users, and measure the difference in outcomes.

The goal? To understand which option drives better results—be it clicks, sign-ups, purchases, or engagement.

Sounds easy, right? That’s where the misconceptions creep in.

Myth #1: A/B Testing is Just for Designers
Wrong.

While design is a popular use case, A/B testing goes far beyond color changes and button placements.

Marketing teams test ad copy. Product teams test features. Even email subject lines go through experiments.

The truth: any decision that impacts user behavior can (and should) be tested.

Myth #2: Stopping a Test Early Saves Time
You’ve probably heard someone say, “We’ve got enough data—let’s end it.”

Big mistake.

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