Disclaimer : I work for an A/B testing platform. There is nothing inherently wrong with A/B testing, and it's basically the only way to verify that anything yo

Disclaimer : I work for an A/B testing platform. There is nothing inherently wrong with A/B testing, and it's basically the only way to verify that anything you do has a positive impact. What's created a hype bubble is articles and platforms saying that minor UI changes, colour of buttons etc. make a real difference to conversion rates. Good tests based on well thought out hypotheses relevant to your actual customers, can and sometimes do help websites find measurable gains. It is not a silver bullet, and no matter how careful you are there is always statistical uncertainty, it won't always help.